With its marketing sat nav set for sustainability, Cheltenham-based fashion brand Superdry has switched up a gear by jumping into a partnership with with the world champions of Formula E, Envision Racing.

The multi-year partnership began with last weekend's kick off of Season 10 of the FIA Formula E World Championship in Mexico City.

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."

As part of the deal which will be played out under the banner of "Drive Sustainability in Style", Superdry is kitting Envision Racing's team with a 10-piece limited-edition capsule collection of "high-performance merchandise".

In a joint statement, Superdry and Envision said that the deal was "leveraging the unique opportunity to showcase that more considered choices can be both fashionable and an aspirational statement of intent."

Superdry added: "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 two also have pledged to help bring about and inspire change as they join the "Race Against Climate Change," a campaign that embodies Envision Racing's goal of hastening the switch to clean, safe, and reasonably priced renewable energy.

Sylvain Filippi, managing director 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."