Superdry Australia has furthered its sustainability mission with the launch of its spring/summer collection.
The brand's new collection features more organic cotton lines, ethical fabrics and recycled plastic products, highlighting its commitment to eco-friendly fashion.
This season, Superdry has unveiled its new sustainable fabric selections including EcoVero – a fabric derived from certified renewable wood sources using an eco-responsible production process – and a new range of leather-look, vegan, waxed cotton jackets.
Superdry head of marketing and PR Matthew Iozzi welcomed the launch of further eco-conscious pieces.
"We are proud to be playing our part.
"The team have worked tirelessly to create a range that is truly unique and relevant for the summer season," he said.
The new material additions come after the brand announced in May, that all jackets from autumn/winter 21 forward will contain either Responsible Down Standard (RDS) approved down fill or recycled plastics from upwards of 10 plastic bottles per jacket.
The spring/summer collection also forms part of the brand's wider sustainability goals, which include a transition to 100% organic cotton across the entire business by 2030, convert 100% of packaging to recyclable, reusable or compostable alternatives and run 100% of the global owned store network on renewable energy sources by 2030.
Meanwhile, the spring/summer campaign showcases the brand's most recycled and ethically sourced product for the season, while also speaking to the brand refresh the store network underwent during COVID lockdowns.
The stores now incorporate recycled wooden pallets, plants and salvaged fixtures in a nod to both the brand's heritage and its sustainability mission.
"We have created spaces that speak to both the brand and the customer," Superdry national VM manager Kate Massey said.
Superdry's spring/summer collection is available now in-store and online.