Superdry partners with Oxfam on sustainability drive

Superdry has announced that it will be partnering with Oxfam to offer ‘Give Back’ boxes in stores to donate pre-loved clothes as part of its sustainability initiatives.

The scheme will be initially piloted in 22 UK stores, plus access for Superdry staff at HQ. Once the clothes have been donated, the customer can scan the QR code available on the box, where they will be given the chance to enter a prize draw to win a £100 Superdry voucher.

The group said that this partnership will not only help to reduce waste but also provides an “effective way” to engage with a new generation of conscious consumers and encourage them to shop more sustainably.

Julian Dunkerton, CEO, Superdry, said: “The urgency of the climate crisis has broadened how we think about ourselves and the way we approach business.

“As a business we want to effect positive change for present and future generations and build a positive environmental legacy.”

Danny Sriskandarajah, chief executive of Oxfam GB, added: “We’re excited to be partnering with Superdry to help people donate clothes to Oxfam, which will raise vital funds to fight poverty around the world.

“Donating to Oxfam also helps to reduce the impact of clothing on the environment by giving garments a new lease of life.”