Fashion retailer Superdry has secured a significant spot on the starting grid of motor racing, entering a multi-year collaboration with Envision Racing for Season 10 of the FIA Formula E World Championship. The partnership, themed “Drive Sustainability in Style,” not only involves Superdry supplying the reigning Formula E champions with an exclusive 10-piece capsule range but also underscores a joint commitment to sustainability.
The collaboration aims to showcase that conscious choices can be both fashionable and aspirational. Superdry’s kit for Envision Racing features items crafted from sustainable materials, including organic cotton that preserves soil and reduces water consumption. This eco-friendly attire will be worn by the Envision Racing team as they defend their Formula E World Championship title.
The collaboration extends beyond fashion, with both brands joining forces in the ‘Race Against Climate Change’ movement. Envision Racing’s mission to expedite the transition to clean, secure, and affordable renewable energy aligns with Superdry’s commitment to positive environmental change.
The partnership envisions collaborative marketing campaigns to inspire audiences toward more sustainable fashion choices. Julian Dunkerton, Superdry CEO, expressed enthusiasm for the collaboration, highlighting its alignment with environmental goals. Sylvain Filippi, Managing Director and CTO at Envision Racing, echoed the excitement, emphasizing shared values around sustainability and innovation.
The collaboration marks a milestone for Superdry, positioning it at the intersection of fashion and motorsports, with a strong emphasis on driving impactful change within their respective fields.
