Superdry moves to sustainable fashion with vegan trainers and recycled jackets

SUPERDRY says it will lead the charge to “sustainable” fashion, with vegan trainers and jackets made from bottles reclaimed from the ocean and landfill sites.

Chief executive Julian Dunkerton reckons an “influencer-led” internet marketing strategy will aid that mission, improving the brand’s appeal to the young. A partnership with Brazilian footballer Neymar Jr, being just one of others to follow.

With most stores shut, the business plunged to a loss of £19 million in the half year.

Sales in the 26 weeks to October fell 23% to £283 million, and were only partially offset by the shift to ecommerce.

But chief executive Julian Dunkerton remains hopeful that a “reset” of the business will bear fruit.

He said: “Covid-19 has brought substantial challenges to Superdry as with many other brands, and this has continued through the first half and into the second with renewed lockdowns in our key markets,” he added.

“Our team has responded incredibly well and above all we’ve been focused on looking after our colleagues and customers and ensuring everyone is keeping safe.”

There is no dividend. A warning about the group’s “ability to continue as a growing concern” sent the shares down 11% to 213p.