According to Superdry, it is a global premium fashion brand guided by the heart of craft, the spirit of culture and ongoing innovation for a sustainable future.
Iconic outerwear, elevated casualwear and bold initiatives like switching all cotton garments to be made from 100% organic cotton and opting for alternative materials such as vegan leather, make them pioneers in the sustainable fashion movement.
In keeping with the business objectives and mutual vision of becoming the most sustainable fashion brand in the world, this partnership adds that it proves to be perfectly aligned for both Superdry and Woolworths.
"At Superdry, we are committed to making better choices for a better future," adds Levonia Pillay, marketing manager at Superdry South Africa. "We believe that collaborating with the right partners who align with our brand vision, such as Woolworths, will allow us to move steadfastly in our efforts towards driving sustainable change that will leave a better legacy for our environment and community."
Entrenched into the culture of the Woolworths organisation, sustainability efforts are put into action through its
Good Business Journey programme.
"The programme focuses on eight focus areas: people, social development, health and wellness, sustainable farming, ethical sourcing, packaging and waste, water and energy and climate change. Underlying each focus area enables us to maintain a consistent approach in managing sustainability issues across the Group," says
Woolworths Holding.
By 2030, Superdry aims to be the world's most sustainable fashion brand by lowering its environmental impact through various business practices.
The duo concludes that the following principles are aimed with the new partnership:
- Switching to organic cotton
- Vegan leather
- Net zero, and
- Circularity.
For more information, visit
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