Superdry South Africa announces a new partnership with leading retailer Woolworths in a move to further strengthen the brand’s vision towards a more sustainable future!
Known for timeless quality and contemporary design, Superdry is a global premium fashion brand guided by the heart of craft, the spirit of culture, and ongoing innovation for a sustainable future. Iconic outerwear, elevated casualwear, and bold initiatives like switching all cotton garments to be made from 100% organic cotton and opting for alternative materials such as vegan leather, make them pioneers in the sustainable fashion movement.
From May 2023, customers will be able to shop the AW23 collection from select Woolworths stores nationwide, with the womenswear line launching exclusively to online.
These curated collections bring about the very best of Superdry to the Woolworths shopping experience.
In keeping with the business’ objectives and mutual vision of becoming the most sustainable fashion brands in the world, this partnership proves to be perfectly aligned for both Superdry and Woolworths!
“At Superdry we are committed to making better choices for a better future.” adds Levonia Pillay, Marketing Manager at Superdry SA, “We believe that collaborating with the right partners who align with our brand vision, such as Woolworths, will allow us to move steadfast in our efforts towards driving sustainable change that will leave a better legacy for our environment and community”.
Entrenched into the culture of the Woolworths organisation, sustainability efforts are put into action through its Good Business Journey programme. “The programme focuses on eight focus areas: people, social development, health and wellness, sustainable farming, ethical sourcing, packaging and waste, water and energy and climate change. Underlying each focus area enables us to maintain a consistent approach in managing sustainability issues across the Group”, https://www.woolworthsholdings.co.za/sustainability/our-good-business-journey/.
Superdry menswear will be available at 11 participating Woolworths stores nationwide:
- WW Canal Walk
- WW Cavendish
- WW Promenade
- WW Sandton
- WW Centurion
- WW Eastgate
- WW Mall of Africa
- WW Menlyn
- WW Gateway
- WW Pavilion
- WW Mall of the North
Featuring a variety of styles for any occasion and adventure, Superdry consists of two core collections:
- Original & Vintage – The soul of the brand
For a brand built on the love of provenance and respect for the maker, the Original & Vintage collection showcases a heritage style going back Superdry’s roots. O&V features an elevated take on laid-back and unique thrift styles with prominent attention to detail and craftsmanship.
- CODE – Classic sports and street-style design
CODE delivers modern style with a contemporary spin on classic logo wear, authentic colour runs and original bold graphics with a premium fit and quality finish.
Fashion makes a statement and Superdry’s statement is a force for good!
By 2030, Superdry aims to be the world’s most sustainable fashion brand by lowering its environmental impact through various business practices.
- SWITCHING TO ORGANIC COTTON
We’re switching to organic cotton because it preserves the soil, uses less water, and reduces carbon emissions. Kinder to both people and the planet – no pesticides are used during cultivation – by 2025, all of our pure cotton clothing will be organic.
- VEGAN LEATHER
We’re looking for alternatives to leather – and where we’ve found great materials we’ve made the switch to vegan. We want to save the energy, chemicals, and water typically needed, so we’re using more vegan leather, crafted from a blend of recycled and virgin polyurethane. In SS23, 98% of our footwear collection is vegan.
- NET ZERO
We want to help limit the global temperature rise. So, we’re making several changes to how our products are made. We’re switching to lower impact and recycled materials which have a lower carbon footprint – kilo for kilo – when compared to conventional alternatives. We’re also adapting how we move them and where we sell them.
We aspire to help create a circular fashion industry by giving our garments a second lease on life. Working with Oxfam, our UK in-store customers have the option to donate their clothing for resale and help fund great causes. This season, we’re focusing on denim: timeless, durable, and versatile – it’s easy to upcycle and great for resale.