​Superdry links with Oxfam on second-hand clothing initiative

By

Nigel TAYLOR

Published
Sep 2, 2021

With the ‘pre-loved’ clothing market gaining mainstream credibility, Superdry has now added its name to the second-hand roster.

The fashion retailer is partnering with charity Oxfam allowing its customers to donate clothing in special ‘Give Back’ boxes. The promotion will be initially available through 22 of its UK stores from 15 September, “to do our part in protecting the planet and help beat poverty for good”, it said.

The official launch will coincide with Oxfam’s 'SecondHand September’ promotion, when Superdry will be encouraging its customers to support a more sustainable lifestyle.

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As an added incentive, once clothes have been donated, the customer can scan the QR code available on the box provided, where they will be given the chance to enter a prize draw to win a £100 Superdry voucher. In addition to this, for every donation received, Superdry will top it up by giving £1 to Oxfam, it said.

“As part of our commitment to become the most sustainably listed fashion brand on the planet by 2030 — as well ensuring all pure cotton items are organic by 2025 — Superdry is committed to doing the right thing through exciting new initiatives such as this”, it added.

CEO Julian Dunkerton also 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.”