Superdry promotes clothing recycling in partnership with Oxfam

Howard Lake | September 15, 2021 | New

Oxfam recycled clothes box and promotional poster in a Superdry store
Oxfam and Superdry urge customers to recycle their unwanted clothes.

Retailer Superdry provides “Give Back” boxes in some of its stores so that their customers can donate “pre-loved clothes” through Oxfam. The company will donate to the charity for each donated item.

The sets are available in 22 stores in the UK and Ireland from September 15, with the aim of expanding to other stores if the pilot is successful. Superdry staff at its headquarters will also have access to the program.

Superdry stores will be paired with their local Oxfam store, which will collect all clothing donated for resale, re-use or recycling, in order to support the full life cycle of the item and its relaunch for resale.


This partnership will not only help Superdry reduce its waste, but will also provide a way to engage with “a new generation of conscious consumers” and encourage them to buy more sustainably. Additionally, twinning with local Oxfam stores will reduce the distance clothes travel to their new homes, while supporting the communities in which they operate.

This is Superdry’s first in-store second-hand clothing collection program and its first partnership with Oxfam.

Oxfam donated clothes box to Superdry store
Look for Oxfam boxes in Superdry stores.

The company has supported other charities, in particular those related to the prevention of textile waste. For example, he worked with the UK charity for disabled children New life since 2016 to donate all of their imperfect / faulty clothes in the UK and Europe, which they can sell in their own charity shops, with all profits going to the charity. 60% was resold generating £ 247,000 in FY 2021.

Since 2018, he has been working with To win back to entice Superdry customers via a discount code to pack their second-hand clothes and send them to the organization who then sends them to charities (including the British Red Cross) who can resell them and affect all benefits to the work of their association.


The partnership coincides with Oxfam #SecondHandSeptember which raises awareness of the harmful effects of overconsumption of fashion on the planet.

Oxfam is asking consumers to support this by donating their favorite items and buying second-hand clothes. Buyers can raise awareness by sharing their unique finds using #SecondHandSeptember and tagging them @OxfamGB.

Raising funds for Oxfam

Once the clothes have been donated, the customer can scan the QR code available on the box, where they will have the chance to enter a raffle to win a £ 100 Superdry voucher.

Plus, for every donation received, Superdry will top it up by donating £ 1 to Oxfam.

The program is similar to Oxfam’s Schwop partnership with Marks and Spencer, launched in 2008, which included a discount at M&S ​​for those who donate their used clothing.

Danny Sriskandarajah, Managing Director of Oxfam GB, said: “Donating to Oxfam… helps reduce the impact of clothes on the environment by giving them new life.

Climate crisis

Superdry says the partnership is “part of our commitment to become the most sustainable fashion brand on the planet by 2030 – as well as to ensure that all pure cotton items are organic by 2025”.

Its CEO Julian Dunkerton said: “The urgency of the climate crisis has broadened the way we think about ourselves and the way we do business… We have chosen to partner with Oxfam to support our mission to bring positive change to our communities.

In which Superdry stores?

Superdry stores with a “Give Back” box are:

  • Aberdeen
  • Belfast
  • Brighton
  • Birmingham
  • Bristol
  • Cambridge
  • Cardiff
  • Cheltenham
  • Edinburgh
  • Exeter
  • Glasgow
  • Kingston-upon-thames
  • Leeds
  • London
  • Manchester
  • Newcastle
  • Norwich
  • Oxford
  • London Westfield
  • London Stratford
  • York
  • Dublin.

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