Superdry chief wins 'organic ambassador' award

By

Nigel TAYLOR

Published
Jul 12, 2021

​Superdry co-founder and CEO Julian Dunkerton has been given Organic Ambassador status at the BOOM (Best of the Organic Market) Awards 2021.

It cited Dunkerton’s “passion for organic” playing a major role in his vision for the fashion retailer’s future, noting Superdry is currently supporting over 1,800 farmers to transition to organic farming methods, cultivating land across India. 

Superdry aims to make all of its 100% pure cotton garments in organic, or organic-in-transition, cotton by 2025 and aims to convert 20,000 farmers to sustainable organic farming practices over the next four years.

Announcing its organic cotton programme earlier this year, Dunkerton said: “We are embedding sustainability in every part of the business, which I believe is important to our customers and is critical to lowering our impact on the planet. While we continue to challenge ourselves and the industry, this is an exciting milestone for Superdry on its journey to become one of the leading global sustainable fashion brands.”

Also earlier this year, Superdry introduced a partnership with global football star Neymar Jr to champion sustainability with a 100% organic underwear and sleepwear collection.

The UK-based BOOM awards event is organised by organic certifier Soil Association Certification in partnership with online retailer Ocado.