Superdry boss takes swipe at recent sustainability plans from rivals


Rivals talk green but we do it, says Superdry boss, as he takes aim at plans from Primark and Asos

  • Primark owner Associated British Foods unveiled ‘Primark Cares’, a set of goals including making its clothes from recycled or sustainably sourced materials
  • Asos intends to make its operations carbon-neutral by 2025, while making all its own-brand products and packaging from sustainable or recycled materials 
  • Julian Dunkerton, who founded Superdry in 2003, said the companies were ‘jumping on a bandwagon because they know they have to’ 


The boss of Superdry has taken a swipe at recent sustainability plans from rivals Asos and Primark, saying they are ‘very late to the party’. 

On Wednesday, Primark owner Associated British Foods unveiled ‘Primark Cares’, a set of goals including making its clothes from recycled or sustainably sourced materials. 

Asos intends to make its operations carbon-neutral by 2025, while also making all its own-brand products and packaging from sustainable or recycled materials. 

Taking a swipe: Julian Dunkerton (pictured), who founded Superdry in 2003, said the companies were ‘jumping on a bandwagon because they know they have to’

But Julian Dunkerton, who founded Superdry in 2003, said the companies were ‘jumping on a bandwagon because they know they have to’.

‘These guys… just talk about what they’re going to do whereas we’re doing it’, he said – a reference to its stores being powered with renewable electricity since 2014. The group’s goal is to become the most sustainable global fashion brand by 2030. 

Dunkerton said that any comparison between its sustainability efforts and the plans announced by its rivals is ‘disingenuous’. 

He added: ‘It’s very easy to put words in a document, but let’s see who delivers.’

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