Superdry burnishes sustainable credentials with Forest Green Rovers link

By

Nigel TAYLOR

Published
Oct 7, 2021

Superdry is collaborating with a football team, but not one that would readily spring to mind.

That’s because Forest Green Rovers competes in the more minor EFL League Two in England. So what’s the attraction? Apart from being Superdry’s local team (both are based in Gloucestershire) it’s billed by football’s governing body FIFA as the “greenest football team in the world’”, is recognised as the first and only vegan football club, certified by The Vegan Society, and is now officially supported by a major UK fashion retailer. 

Superdry said It’s all about bringing “style, sport, and sustainability together", with the retailer also saying the association “supports our mission of driving positive change within our communities… [to engage] a new generation of conscious consumers, as well as the wider football community”.

So it’s launched a sweats collection made from 100% recycled materials. It comprises sweatshirts, hoodies, joggers and T-shirts, all available as unisex and in multiple colourways. And, of course, the collection has also been personalised for the players of Forest Green Rovers "to ensure they keep it green on and off the pitch, without compromising on style”.

Superdry CEO Julian Dunkerton said: “Today’s consumer cares and is far more informed about sustainability. The intent to preserve the environment is at the forefront of their decision making and they expect brands to be doing the same. 

“Over the last year we have listened to our consumers and reset our brand ambition to do just that. Core to our mission is to leave a positive environmental legacy and Forest Green Rovers share that vision. Working together as two Gloucestershire based businesses, we aim to lead the way in the sustainability space”.

Superdry, which released its first ever sustainability report earlier this year, intends to become “the most sustainably listed fashion brand on the planet by 2030”. It also wants to ensure pure cotton items are organic and 100% of packaging is converted to recyclable, reusable, or compostable alternatives by 2025.