Polyester– Recycled and at Scale
Polyester represents the second largest single material we use after cotton.
We therefore started to look at how we could minimise our impact at scale - starting with outerwear.
Following a successful trial in summer of 2020, in Autumn Winter 2020 we switched all polyester fill (PET) used in Superdry padded jackets to 100% recycled polyester (rPET).
As a result of our summer trial, in FY20 we converted 1.4% of our polyester footprint to recycled polyester and we look forward to sharing our the full impact of this switch in future results - from FY21 onwards.
Our ambition is to convert 80% of non-cotton product to low impact alternatives by 2030.
Sustainable fibres – Core Fashion Categories
In addition to Organic Cotton we are also using Tencel and Linen across a growing number of options across our men’s and women’s collections.
Tencel fibres are produced by an Eco Soft technology, which is an environmentally responsible choice. The technology uses elemental chlorine-free bleaching in an integrated process from pulp to fibre, which has high recovery rates of process ingredients and causes very low air emissions.
Featuring in key styles across our Women’s collections, Tencel is biodegradable and grown sustainability with enhanced traceability through the supply chain.
Linen is a natural fibre made from the flax plant. Flax can grow in poor soil with few resources and in some cases, it can even rehabilitate polluted soil. Flax plants also have a high rate of carbon absorption, making it a good sustainable fabric choice.
Biodegradable and recyclable, linen uses 60% less water than cotton to grow and needs fewer pesticides.
Featuring in key styles across of Men’s and Women’s collections, Linen has additional hypoallergenic and absorbent qualities as well as a lower overall impact on the environment.