Superdry x Newlife Partnership

Client: Newlife The Charity for Disabled Children

Superdry has partnered with Newlife The Charity for Disabled Children since 2016 to transform faulty or second-quality garments into environmental and social impact. The initiative supports Superdry’s zero-to-landfill commitment by diverting unrepairable stock from landfill or incineration, while generating sustainable income for Newlife, one of the UK’s largest charitable providers of specialist disability equipment.

The partnership is embedded within Superdry’s returns and quality control operations. Over the lifetime of the partnership, nearly 100,000 garments have been donated, diverting reusable product from landfill and transforming it into charitable funding resource.

Newlife grades donated stock into resale, recycling or responsible disposal, with around 60% resold through its retail network. Income generated - exceeding £2 million in stock value - funds life-changing equipment such as wheelchairs, beds and car seats, alongside support services including a Nurse Helpline.

By aligning circular retail practices with charitable funding, the partnership demonstrates how surplus stock can reduce textile waste, generate unrestricted charitable income and deliver measurable environmental and social impact across the UK.