Superdry Australia has launched its sustainability-focused autumn-winter 22 campaign, 'Jackets Made Better', showcasing the brand's eco-conscious jackets.
Fronted by Australian actor Dan Ewing, the campaign features Superdry's Responsibly Sourced Down fill jackets, as well as jackets that feature the recycled plastics of up to 30 plastic bottles.
The jackets form part of the brand's wider sustainability mission which includes goals to transition to 100% organic cotton across the global enterprise by 2030, convert to 100% of recyclable/reusable packaging and run 100% of the global store network on renewable energy sources by 2030.
"We are proud to offer products that help create a more sustainable world," Superdry head of marketing and PR Matthew Iozzi said.
"The concept of showcasing these products in regions evidently effected by the impacts of climate change paints a stark image of the path we must take as an industry," he said.
The Jackets Made Better campaign was shot across rural and urban NSW and showcases the beauty of some of the region’s most heavily affected flood areas from this year’s natural disasters.
The campaign focuses on the small towns of Joadja and Mittagong in New South Wales' southeast and showcases local businesses.
Ewing said he was excited to feature in the 'Jackets Made Better' campaign.
"I’ve been a huge fan of Superdry for a long time, so I am incredibly proud to be working with a brand that not only produces high quality product but also considers the impact each collection may have for generations to come," he said.
The new collection is available across Superdry stores in both Australia and New Zealand, Myer, David Jones and on the Superdry website.
The puffer jackets are priced from $129.95.