Superdry reveals "milestone" partnership with Envision Racing

By

Nigel TAYLOR

Published
Jan 10, 2024

Motor racing and fashion have enjoyed a long and successful association and now Superdry has taken up a "milestone" position on the sport’s starting grid.

Collaborating to “Drive Sustainability in Style” the fashion retailer has joined Envision Racing in a multi-year partnership, beginning from Season 10 of the FIA Formula E World Championship. 

And, of course, Superdry will supply the reigning Formula E world champions with a 10-piece exclusive capsule range of high-performance products. But the collaboration also has a deeper, more important focus, we're told. It means the two brands can deliver a shared mission “around sustainability, leveraging the unique opportunity to showcase that more considered choices can be both fashionable and an aspirational statement of intent”.

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By partnering with Envision Racing, Superdry is “putting a stake in the ground, and committing to make fashion a statement for good, in a partnership that will allow both brands to collaborate and learn from each other, whilst driving impactful change within their respective fields”.

The kit created by Superdry includes products made from sustainable materials, such as organic cotton that preserves soil and reduces water consumption. It will be worn by the Envision Racing team in defending its Formula E World Championship title.

In addition, Envision Racing and Superdry said they will continue to create and inspire change together as they join forces in the ‘Race Against Climate Change’ – the movement that represents Envision Racing’s mission to accelerate the transition to clean, secure and affordable renewable energy.

Together, they will work on collaborative marketing campaigns “to inspire, excite and encourage audiences to adopt more sustainable fashion choices”.

Julian Dunkerton, Superdry CEO and co-founder, said: “Our partnership with Envision Racing is a testament to the brand’s great work towards positive environmental change. I look forward to what we can achieve together.”

Sylvain Filippi, Managing Director and CTO at Envision Racing added “Superdry… shares our values around sustainability, our passion for innovation and our commitment to promoting sustainable actions amongst our customers and fans.

“The unveiling of the new innovative Envision team race kit will be just the start of what is set to be a very exciting collaboration.”