All pure cotton items will be organic by 2025, with 20,000 farmers supported to convert to organic production. We plan to convert all remaining cotton in our collections to organic by 2030.


In 2020, we converted 19% of our overall cotton footprint to organic cotton - converting all Underwear, Socks, Orange Label T Shirts, Polos and Sleepwear.

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.



Accelerating and collaborating

The Organic Cotton Accelerator

Superdry demand for organic cotton is growing every year. According to Textile Exchange’s Organic Cotton Market Report (2019), organic cotton continues to represent less than 1% of global cotton production, and if Superdry converted to 100% organic cotton today we would account for a significant proportion of global supply.

To make our goal sustainable we committed to tackling supply issues by engaging farmers directly. In 2019 we invested in organic training for 700 organic and in transition farmers and in 2020 we extended to over 1,900 farmers.

Since joining the Organic Cotton Accelerator (OCA) in 2018 we have been collaborating with other brands, retailers and supply chain actors in addressing sector-wide challenges to bring integrity, supply security and measurable social impact to our organic supply chains.

Traditional Farmer

‘Symbiofarm’ Madhya Pradesh, India

Superdry is working with 369 farmers located in Khargone, Madhrya Pradesh, India to help them through the conversion process to organic. These farmers grow cotton in addition to other food crops and are looking to achieve full organic status within three years – by 2022.

To support their conversion process, we engaged a local partner to build their knowledge of optimal organic farming practices. This curriculum was overseen by bioRe India – a leading foundation spearheading organic cotton research and seed development. All farmers attended group and individual training over a six month period. We also helped them by directly funding an incremental premium per kilo of transitional seed cotton produced. All outcomes of this work will be measured by the Organic Cotton Accelerator to ensure farmers have benefited in their first year of training and support. We are expecting the validation results later in the year.

Recycled & Sustainable materials

We actively use recycled and low impact materials across our range to minimise our environmental impact.

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Animal welfare & Vegan

Animals should not suffer in the name of fashion or cosmetics.

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Sustainable Stories

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