In 2019, Superdry became a signatory to the ELLEN MACARTHUR FOUNDATION’S (EMF) ‘NEW PLASTICS ECONOMY’ GLOBAL COMMITMENT aimed at championing ‘Elimination’, ‘Innovation’ and ‘Circulation’ to ensure plastics never become waste or pollution.
We have already made significant progress towards our targets:
- By 2025, we will only use packaging where necessary, with 100% of the packaging we must use being reusable, recyclable or compostable.
- By 2025, 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 by 2025.
In FY23, we increased the volume of our packaging that was recyclable, reusable or compostable from 98% to 99%, and will continue to remove, reduce and convert the remaining 1% in line with our 2025 targets. Our main focus here is on moving from unrecyclable plastics to recyclable paper alternatives and supporting practical recycling mechanisms for where we do still use plastics. In FY22 we reduced our total plastic use by 37% by substituting our plastic ecommerce bag for a paper alternative.
In FY22 the average level of recycled content within our plastic packaging is 51%, which is driven mostly by our use of polybags. In FY23 we did a stage roll out of 100% RCS polybag. This was due to partnering with a new polybag manufacturer who offers a closed loop recycling process where they collect our old polybags. Enabling us switch from 70% recycled content (certified by Recycled Content Standard [RCS]) to 100% recycled content and removing even more virgin plastic this year. Already in FY23 we have taken a step further be expanding the closed loop recycling system into Europe.
In FY23 we also removed the last remaining use of plastic hangers - our women's swimwear - either removing completely or converting to a lower impact, recyclable paper hanger. This avoided the use of over 2 tonnes plastic each year.
You can read more about our commitment to the EMF New Plastics Economy in our latest report HERE.