Superdry has launched its SS22 campaign "Summer Adventures", a summer clothing collection that emphasises sustainability.
Summer Adventures features a 100 per cent recycled swimwear range made from up to 4.5 million plastic bottles, bags, nylon fishing nets and general plastic waste. The plastic is sorted by colour and type, broken into small flakes, cleaned and sterilised, before being melted into a liquid and spun into fabric.
This development follows Superdry's seasonal extension of its winter range, which saw its puffer jackets filled with responsibly sourced down fill or recycled fill made from plastic bottles.
The range also includes the brand's first sustainably focused denim range made from 100 per cent organically grown cotton. Pockets on the denim are made with recycled polyester, and paper jacron alternatives were used in place of leather.
Superdry Australia and New Zealand's Head of Marketing and PR, Matthew Lozzi, stated that many brands have been making progress within the sustainability space, but few are tackling the issue on a global scale like Superdry.
"Superdry is a global brand looking for global solutions."
The campaign for Summer Adventures was shot against the vibrant coastline of Australia's northern beaches and mountains, encouraging customers to get amongst the season and outside their comfort zone.
