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Superdry promotes recycling clothes in partnership with Oxfam

Howard Lake | 15 September 2021 | News

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

Retailer Superdry is providing ‘Give Back’ boxes in some of its stores so that their customers can donate ‘pre-loved clothes’ via Oxfam. The company will make a donation to the charity for each item donated.

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

Superdry stores will be twinned with their local Oxfam shop, which will collect all clothes donated to be resold, reused, or recycled, in order to support the complete life-cycle of the item and its revival for resale.


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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 shop more sustainably. In addition, twinning with local Oxfam shops will minimise the distance the clothes travel to reach their new home, as well as supporting the communities they operate in.

This is Superdry’s first in-store pre-loved clothing collection programme, and its first time partnering with Oxfam.

Oxfam donated clothing box in a Superdry store
Look out for Oxfam boxes in Superdry stores.

The company has supported other charities, including those related to avoiding textile waste. For example it has worked with UK children’s disability charity Newlife since 2016 to donate all of its UK and European imperfect/faulty garments, which they can sell within their own charity shops, with all proceeds supporting the charity.  60% was resold generating £247,000 in the 2021 financial year.

Since 2018 it has worked with Regain to incentivise via a discount code Superdry customers to box up their pre-loved clothes and send to the organisation which then sends them on to charities (including British Red Cross) who can resell them and put all the proceeds towards their charity’s work.


The partnership coincides with Oxfam’s #SecondHandSeptember which raises awareness about the harmful effects that the overconsumption of fashion has on the planet.

Oxfam is asking consumers to support this by donating their pre-loved items and buying second-hand clothes. Shoppers can raise awareness by sharing their one-of-a-kind finds using #SecondHandSeptember and tagging @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 be given the chance to enter a prize draw to win a £100 Superdry voucher.

In addition, for every donation received, Superdry will top up by giving £1 to Oxfam.

The scheme is similar to Oxfam’s Schwop partnership with Marks and Spencer, launched in 2008, which included a discount incentive at M&S to those donating their used clothes.

Danny Sriskandarajah, Chief Executive of Oxfam GB, said: “Donating to Oxfam… helps to reduce the impact of clothing on the environment by giving garments a new lease of life.”

Climate crisis

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

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

Which Superdry stores?

Superdry stores with a ‘Give Back’ box are: