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Gloucestershire Business News

Superdry boosts sustainability with Oxfam partnership

Superdry is set to team up with Oxfam, in an effort to get shoppers to donate more pre-loved clothes to charity.

The Cheltenham-based retailer said the sustainability scheme will be piloted in 22 of its stores across the UK - with customers offered Give Back boxes to encourage them to donate their clothes, as reported by Retail Gazette.

Once the clothes have been donated, shoppers can scan the QR code on the box, giving them the chance to enter a prize draw to win a £100 Superdry voucher.

Superdry said that the partnership will both help to reduce waste and provide a way to engage with customers and encourage them to shop more sustainably.

Julian Dunkerton, Superdry chief executive, said: "The urgency of the climate crisis has broadened how we think about ourselves and the way we approach business.

"We want to effect positive change for present and future generations and build a positive environmental legacy."

Oxfam said the partnership with Superdry will support more people to donate clothes, helping the charity to raise vital funds to fight poverty, as well as reducing the impact of clothing on the environment.

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