Some packaging is essential for getting products to our stores and customers in good shape. But it creates waste and uses valuable resourced unless designed and reused in a circular way.

We have already converted 93% of our packaging to recyclable, reusable or compostable alternatives and will convert the balance in line with our 2025 targets.

We will only use packaging where necessary, with 100% of the packaging we must use being reusable, recyclable or compostable.

We will move from single use to reuse models where possible, supporting a closed loop economy whereby all our plastic packaging contains a minimum of 70% recycled content. 

In 2019, Superdry became a signatory to the Ellen Macarthur Foundation’s ‘New Plastics Economy’ Global Commitment aimed at championing ‘Elimination’, ‘Innovation’ and ‘Circulation’ to ensure plastics never become waste or pollution.

We are making progress here throughout the year and provide regular updates in our SUSTAINABLE STORIES. 


New lightweight paper packaging

In the last year we have introduced new, rebranded, lightweight and recyclable ecommerce and retail bags as part of our sustainable brand reset.

We buy around 8 million retail bags per year, and in 2021 we sent out 5.4 million individual ecommerce parcels to our consumers.

Balancing function and sustainability, we now ensure our products reach their new home in good shape, in packaging that is recyclable, and saves up to 60% of its carbon footprint.



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Garment Circularity

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Packaging and Waste

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