International fashion brand Superdry has launched its SS22 campaign ‘Summer Adventures’ in Australia, marked with a push towards sustainability.
The campaign was shot in Australia’s northern tropics, including the Gold Coast and Tamborine Mountain.
The campaign range includes 100% recycled swimwear sourced from ocean plastics, with an assortment of tees, shirting, shorts and polos that are made with 100% organic cotton, cotton-in-conversation or recycled materials - this makes up 35% of the brand’s total offering this season, which is available in store and online globally.
“Many brands have been making waves in the sustainability space, but very few are tackling the issue on the global scale that Superdry is,” Superdry AU NZ head of marketing Matthew Iozzi said. “Superdry is a global brand looking for global solutions.”
Superdry’s SS22 collection also includes the brand’s first sustainably focused denim range. All cotton used in the new range is 100% organically grown. The brand has also altered its detailing process, with all pockets to be made with recycled polyester moving forward, and leather patched replaced with paper jacron alternatives.
Its recycled swimwear collection is reportedly made from up to 4.5 million plastic bottles, bags, nylon fishing nets and general plastic waste. Once sourced and sorted by colour and type, the plastic is then broken into small flakes, cleaned and sterilized before melted into a liquid and spun into threads for new fabrics, creating a range made from waste.
This latest development is an extension of the brand's previous winter range, which saw puffer jackets filled with either responsibly sourced down fill, or recycled fill produced using up to 48 plastic bottles per jacket.