Superdry signs deal with We aRe SpinDye

By

Sandra Halliday

Published
Mar 31, 2021

As major brands focus heavily on ethical and green issues, they’re increasingly partnering with specialist firms and the latest news is that Superdry has signed a deal with We aRe SpinDye ( WRSD ) to boost its “highly ambitious sustainability goals”. WRSD said it “hopes to play a significant role in achieving said goals”.

The companies have been in talks for some time “and now finally things have fallen into place and we are able to move forward on more concrete terms”, said WRSD chief executive Andreas Andrén.

The news comes a day after H&M unveiled its latest collection in its Innovation Stories strand that also featured items coloured via its deal with We aRe SpinDye.

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There are few details so far about just how extensive the Superdry link-up will be, but Andrén added that it’s “extremely positive” for his company that Superdry “has so ambitiously set and clear sustainability goals. With our unique expertise in sustainable dyeing of recycled polyester, we feel that we have a very clear position as a partner to Superdry”.

Superdry has previously stated that it wants to “become the most sustainable listed global fashion brand on the planet in 2030”.

WRSD is a Swedish cleantech company with its aiming being “to establish a new, sustainable and transparent standard for colouring synthetic textiles in the fashion and apparel industry in a simple and user-friendly way”.