How we will become a 100% Organic Cotton brand.
By 2030, 100% of Superdry cotton will be organic cotton. In 2020, we reached 19% by converting all Underwear, Socks, Orange Label T Shirts, Polos and Sleepwear to organic.
Cotton remains the single largest raw material we use, representing 53% of the total volume of raw materials we buy annually.
Growing organic means no artificial chemicals and pesticides. Organic cotton uses between 60 and 90% less water compared to conventional cotton – it also benefits soil quality, farmer health and enables farmers to charge a premium to the market.
Our 100% organic cotton goal provides opportunities to extend our impacts through our supply chain to farm level. We connect to each actor in the supply chain in order to maximise traceability and ultimately the to guarantee benefit to farmers to ensure that we achieve our goal sustainably.
Having converted almost a fifth of our cotton volume to date, we are entering the next phase of our roll-out and plan to continue in our approach in overachieving against our annual targets to 2030.
All suppliers producing organic cotton products are certified to either the Global Organic Textile Standard (GOTS) or the Organic Content Standard (OCS) - this verifies the presence organic cotton. As of December 2020, 25% of our total factory base GOTS Certified, with an additional 8% to OCS Certified.
We are committed to switching a minimum of one complete category to organic cotton per year between 2020 and 2030 in order to ensure we reach these targets.