Brazilian football star Neymar Jr. joins the Superdry family in a three-year global deal that champions sustainability with a 100% organic underwear and sleepwear collection.
The partnership marks a milestone in Superdry's history, which will see the brand kick start 2021 by amplifying the message of sustainable style to a global audience. Joining forces with the footballing legend and style icon will further promote Superdry's sustainable vision for the future of fashion. Superdry has pledged to become a 100% organic cotton brand by 2030 and is already supporting 400 farmers in India, in a transition to organic farming, as part of the brands Grow Future Thinking initiative.
The relationship with Neymar Jr will see Superdry commit to supporting a cause close to the footballer's heart, the Instituto Projeto Neymar Jr. based out of the Jardim Glória neighbourhood, in Praia Grande, where Neymar Jr grew up. Currently the non-profit civil association has over 2,000 children registered. It works to expand opportunities for children, adolescents and their families who live in a situation of social vulnerability, through education, culture, sport and health.
"Neymar Jr has unique style on and off the pitch" says Superdry Creative Director, Phil Dickinson. "We love his approach to life and his creativity fits perfectly with our brand value of embodying the spirit of adventure. We already make amazing underwear and our aim is to make it even better. They are a super comfortable organic cotton fabric, using recycled poly waistbands which make them 100% sustainable and responsibly sourced. In addition to underwear, working with Neymar, we are expanding our collection to provide stylish organic cotton essentials within a sleepwear collection. All this means you can look stylish and be doing good things, even whilst you are lounging."
Superdry is a contemporary brand focussed on delivering high style and premium quality products in four collections. Inspired by the cultures of America, Japan and Britain Superdry delivers beautifully crafted, relaxed style with engaging content. Methods of making, attention to detail, premium materials and hand drawn art are the signature details of the collections. The Brand Mission is to inspire and engage style obsessed consumers, leaving a positive environmental legacy.