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Superdry to use new dyeing route

Brand has stated aim to be most sustainable listed global fashion brand by 2030.

1st April 2021

Innovation in Textiles
 |  Stockholm, Sweden


Following the latest H&M collection featuring garments coloured using its technology, We aRe SpinDye (WRSD) has now signed a collaboration agreement with Superdry.

The resource-efficient dyeing process developed by WRSD, of Stockholm, Sweden, involves melting colour pigments and a mass of recycled polyester together prior to extrusion, to create homogenously coloured yarns without the use of water. The company works exclusively with recycled polyester made from post-consumer water bottles or wasted clothing, allowing for a truly circular production method and importantly, multiple fabrics can be made from a single yarn source for exceptional resource efficiency and very little waste.

By using WRSD’s technology when dyeing textiles, water consumption is reduced by 75% and chemical consumption by as much as 90% compared with traditional dyeing of fabric.

© We aRe SpinDye

“We have been in conversation with Superdry for a significant time and now finally things have fallen into place and we are able to move forward on more concrete terms,” said WRSD CEO Andreas Andrén. “Naturally it is extremely positive for us that Superdry has so ambitiously set clear sustainability goals. With our unique expertise in the sustainable dyeing of recycled polyester, we feel that we have a very clear position as a partner to Superdry.”

Superdry, founded in 2003 in the UK, is currently listed on the London Stock Exchange and has a turnover of just over £700 million.

It has announced an ambition is to become the most sustainable listed global fashion brand on the planet by 2030.

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