THE FUTURE OF DENIM; SUPERDRY'S NEW ORGANIC COLLECTION


WORDS ALICE HARTWELL - IMAGES COURTEST OF EXPOSURE







Sustainability has long been at the very core of Superdry’s ethos, with a dedicated commitment to using organic textiles throughout its clothing range. This first began with a switch to organic cotton and now a focused organic denim collection.



Each piece ensures to meet strict industry regulations for sustainability, with Superdry sourcing materials that wholly comply with natural denim production practices. This marks a vital environmental stance from the brand, with a rejection of materials requiring chemical fertilisers and substantial amounts of water to grow.





Superdry proves itself to be a trailblazer for sustainability in fashion, with an estimation of converting 20,000 farmers to organic production by 2025. Even down to the smaller details Superdry is taking tiny steps toward a greener world. Each pair of jeans from their latest collection features pocket bags made from recycled polyester and “leather” patches created from paper jacron.



Within this new range, Superdry has featured 4 fits for men and a further 5 for women, available to shop online and in-store now.