Superdry, a global clothing brand known for its fusion of vintage Americana style and Japanese graphics, is known for making big strides toward ethical fashion. But is Superdry ethical? Does that translate to happy workers, eco-friendly materials, and treatment of animals we can feel good about?
In this post, we’ll evaluate Superdry’s efforts to minimize its environmental impact, ensure fair working conditions, promote animal welfare, and source materials responsibly. Is Superdry perfect? Not yet. But are they a strong contender in the ethical clothing game? Time to find out!
An Overview of Superdry
Superdry isn’t your average fashion brand. This British-born company combines vintage American styling with bold Japanese-inspired graphics, with a focus on unique, high-quality, and eco-conscious clothing and accessories.
Founded in 2003, Superdry has grown into a global phenomenon with 740 Superdry branded locations and 21 international websites, reaching 100 countries worldwide.
They offer a variety of styles to suit your mood, and their products are divided into the following clothing lines: Original & Vintage, Studios, CODE, Superdry X and Performance Sport.
Ethical clothing is fashion with a conscience. It’s apparel that doesn’t just make you look good but feel good, too. Every thread, every fiber, and every stitch is infused with values that respect people, animals, and the planet at each step of the way.
So, is Superdry ethical? While there’s room for improvement, the answer is yes.
From launching its fully-recycled clothing line and using eco-friendly materials, like organic cotton, to producing 100% vegan trainers, adhering to the Responsible Down Standard, and safeguarding workers through fair labor policies, Superdry is committed to ethical practices.
Superdry’s Ethics and Sustainability Goals for 2025 and Beyond
With a goal to become the most sustainable global fashion brand by the year 2030, here’s a look at Superdry’s eco-friendly and ethical targets, as highlighted on their official website:
1. Organic Cotton Champion
Superdry aims to use cotton that’s 100% organic by 2025, and to source eco-conscious, recycled, and lower-impact materials for all clothing.
2. Net Zero Carbon Hero
Superdry aims to achieve net zero carbon emissions across its entire operations by 2030 and to reduce its overall environmental footprint.
3. Minimal Waste
Superdry aims to eliminate unnecessary packaging and ensure all packaging they use is 100% recyclable, reusable, or compostable by 2025.
4. Respectful Workplaces
Superdry partners with suppliers who treat their workers fairly and respect human rights, ensuring safe work environments, fair wages, and equal opportunities for all.
Superdry recognizes that ethical fashion goes beyond materials – it’s about empowering the people behind the clothes. The company enforces a strict Ethical Trading Code of Practice, ensuring all suppliers meet high standards for a safe working environment.
This code outlines essential provisions, such as healthy and hygienic working conditions, living wages, reasonable hours, and equal opportunities for all workers. It doesn’t tolerate discrimination, harsh treatment, child labor, corruption, and bribery of any kind.
Their commitment to fair treatment is also outlined in their Modern Slavery Statement, which details their year-round efforts to prevent human trafficking and modern slavery for all workers.
Superdry goes beyond setting guidelines. They actively monitor their suppliers and have established whistleblower hotlines where workers can voice concerns anonymously to ensure everyone involved in the creation of Superdry clothing is treated fairly and with respect.
Superdry’s Animal Welfare Practices
When considering “Is Superdry ethical?” animal welfare is another important factor.
Superdry believes in feel-good fashion for all creatures, not just the two-legged kind. That’s why they adhere to an Animal Welfare Policy guiding how they source their animal materials. This policy ensures animals are treated with respect throughout the supply chain.
For feathers and down, they use only those certified by the Responsible Down Standard (RDS). This means no birds are subjected to cruel practices like force-feeding or live-plucking. Since 2017, 100% of the down in Superdry jackets have been certified for responsible down.
They’re also working on tracing wool and leather back to their source to ensure ethical practices throughout the supply chain. Plus, all Superdry trainers are completely vegan, so you can look good and feel good on your long hikes and workouts, knowing no animals were harmed.
Superdry’s Use of Ethical and Eco-Friendly Materials
Superdry ensures that ethics and sustainability are stitched into every garment. Here’s how they’re redefining fashion by sourcing materials responsibly and fueling the recycling movement:
Championing Organic Cotton
Superdry isn’t just about style, they’re also champions of organic cotton. Through their Organic Cotton Training Programme, they’ve donated over 65 million seeds to farmers, promoting eco-friendly materials and reducing reliance on hazardous chemicals.
This translates to big benefits for everyone! Organic cotton, certified by the Global Organic Textile Standard, not only feels noticeably softer and gentler on your skin, but it also uses less water, preserves soil health, reduces carbon emissions, and avoids nasty pesticides.
By 2025, Superdry aims to have all their pure cotton clothing be organic, in conversion to organic, or made from recycled materials. In 2022, they took a big step forward by becoming one of the first global brands in the fashion industry to switch all their jeans to organic cotton.
Superdry is a pioneer in recycled materials, giving plastic a second life as trendy threads. They actively support the Sustainable Apparel Coalition and launched their first fully recycled clothing collection in 2021, using recycled materials for everything from fabric to labels and seams.
Currently, 62% of their garments contain organic, low-impact, or recycled materials. Notably, their entire Spring/Summer 2023 swimwear collection is made from recycled fabrics.
As part of their plastics economy global commitment, a surprising 50.7 million bottles are recycled for Superdry’s outerwear, sweats, and swimwear! Plus, 39% of their garments are made using renewable electricity in partner factories, lessening their reliance on fossil fuels.
And the good news doesn’t stop there! In select locations, Superdry even offers a clothing donation program, allowing you to give your pre-loved Superdry pieces a new home while supporting their green and ethical trading initiative. It’s a win-win for style and sustainability.
Wrapping Up: Is Superdry Ethical?
Say goodbye to the guilt of trendy threads with a hidden cost! Superdry offers an alternative: stylish clothing that strives to be ethical. But does their commitment translate to real action?
The answer is promising but not perfect. Superdry actively pushes the boundaries of ethical fashion. Their focus on fair labor practices, responsible animal sourcing, and sustainable materials positions them as a strong contender in the ethical clothing market.
While there’s always room for growth, Superdry’s transparency and dedication to a greener fashion and future position them as a clothing brand you can feel good about supporting.
Looking good in great clothing should never involve harming the planet or its people. Forget fast fashion with hidden costs! Check out these guides for in-depth reviews on the ethical standing of clothing companies like Gymshark, Halara, Cider, and Patagonia.
By continuing to ask “is Superdry ethical?” and supporting companies that prioritize transparency and ethical practices, we can drive positive change within the fashion industry and contribute to a more sustainable future for all.
Allow me to introduce myself, I'm Logan Parker, the visionary behind EthicalSustainableClothing.com. My unyielding passion for the environment and strong commitment to sustainable living drive my journey. Growing up in the tranquil Pacific Northwest immersed in nature, I felt compelled to pursue an environmental science degree, setting the stage for what was to come. Transitioning from academics, I delved into sustainable fashion via a local environmental nonprofit, where the glaring need for change within the fashion industry's ecological impact became crystal clear.
Fueled by unwavering ambition, I laid the foundation for EthicalSustainableClothing.com—a platform with a mission to guide and inspire those who share my vision of a greener world. Equipped with expertise and a relentless dedication, I warmly invite you to join this transformative endeavor. Together, through mindful choices and EthicalSustainableClothing.com, we stride confidently toward a more sustainable future, contributing one step at a time to a revolution that embraces our planet.