Superdry’s co-founder and CEO, Julian Dunkerton, received “Organic Ambassador” status at the 2021 edition of the Best of the Organic Market (BOOM) Awards. Superdry has pledged to switch to organic or organic-in-transition cotton by 2025 in all of its purely cotton garments and to induce 20,000 farmers to switch to sustainable organic farming over the next four years. Some 1,800 of them are in India. The BOOM awards are operated out of the U.K. by the organic certifier Soil Association Certification in partnership with the online retailer Ocado.

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