Superdry ANZ has welcomed the launch of both the #GrowFutureThinking campaign and the brand's global partnership with international soccer star, Neymar Jr. (pictured).
Using Earth Day as a springboard to announce the news, Superdry has revealed that Neymar Jr. has joined the brand in a three-year global deal that champions sustainability, highlighting its 100% organic underwear, tees and new sleepwear collections.
The partnership marks a milestone in Superdry’s history, which has seen the brand kick start its #GrowFutureThinking campaign by amplifying the message of sustainable style to a global audience through Neymar Jr. and his 149 million Instagram followers.
And with one just one post in the organic cotton underwear, Neymar Jr. has generated 1.7 million likes on Instagram.
"We are proud to bring this campaign to Australian shores," Superdry ANZ head of marketing and PR Matthew Iozzi said.
"A selection of our consciously created products is already available both in-store and online across Australia and New Zealand.
"These include puffer jackets with recycled polyester and organic cotton T shirts," he said.
To further confirm its commitment to a sustainable future, Superdry has also accelerated its sustainability goals timeline to 2030 to meet the United Nations Sustainable Development Goals (SDGs) deadline.
According to founder Julian Dunkerton the brand has an aim to become the most sustainable listed global fashion brand on the planet by 2030.
To do this, it has set out four key criteria:
• Organic and Sustainable – By 2030, all Superdry cotton will be 100% organic. Superdry will also aim to use recycled and low impact materials at scale across the whole range.
• Net Zero – Superdry's carbon emissions across the brand’s own sites and logistical operations will be net zero by 2030. The brand’s aim is to challenge and encourage partners to follow suit and minimise the combined environmental footprint.
• Zero Waste/Lower Impact – Superdry will make informed and environmentally conscious decisions to lower its waste and impact. This includes only using packaging when necessary and ensuring it is 100% reusable, recyclable or compostable by 2025.
• Respect and Dignity – Superdry to partner with market leading suppliers to produce products in automated and sustainable factories, where people are treated with respect and dignity.
The brand is already making progress in its products, with its jackets now containing either certified responsibly sourced Down or recycled plastics from upwards of 10 plastic bottles.
"By committing to these points and utilising Neymar’s profile, our focus will continue to be to produce the most sustainable products possible," Superdry added.
"We commit to doing this in a way which protects the planet and supports all people involved.
"By leaving a proud, positive environmental legacy, we hope to encourage other brands to follow in our footsteps moving forward and #GrowFutureThinking," the business said.