Julian Dunkerton - Jules - founded Superdry in 2003. 17 years later, his mission is to make Superdry ‘the most sustainable listed global fashion brand on the planet by 2030’. In this video Jules explains why "we’ve got to actually be good".





Jules is one of the UK’s most successful entrepreneurs. Between 1985 and 2003, he built a chain of British retail stores called Cult Clothing, achieving a turnover of £18m. This success enabled the launch of a new brand and, in 2003, after an inspirational trip to Japan with design partner James Holder, Superdry was born.

Respected across the industry, Jules has won multiple awards including PLC Entrepreneur of the Year (2013); CEO of the Year: UK Stock Market Awards (2011) and Ernst & Young Entrepreneur of the Year: Retail UK (2010). His mission, since returning to the helm at Superdry in 2019, is to re-ignite the brands’ original passion and invigorate its product offering.




Jules speaks about Sustainability from his own personal experience. Born in London, at 14 Julian moved to Herefordshire with his family to run an organic cider farm, “Dunkerton’s Cider”.

He has seen first-hand how the countryside has changed with industrial farming technologies from genetically modified seeds to artificial pesticides and herbicides, and the value that traditional organic farming practices have in sustaining the local wildlife, biodiversity and minimising overuse of water and energy.

Having built a brand on the foundation of authentic cotton garments, Jules’s first step was in making the commitment to convert all Superdry cotton to Organic by 2030. 

Today, a fifth of Superdry’s garments contain organic cotton - with one third of garments containing organic, recycled, and low impact fibres including Tencel, Hemp, Yak or Linen.

We have made a good start but have a lot further to go.

Determined to build on that momentum – Jules has accelerated and upped our ambition - beyond invigorating our product offering with more sustainable materials.





Superdry will be a Net Zero brand by 2030, using Zero Waste packaging by 2025 and we will continue to promote Respect and Empowerment – whether in our own business or in our supply chains.



Related newsfeed articles