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Superdry’s latest puffer range is made from recycled plastic bottles

WORDS BY MAKI MORITA

Cosy, sleek and ethical – what’s not to love?

Puffer jackets are an enduring favourite for gusty walks and general cold-weather activities. But aside from their convenience and practicality, they’ve made a defiant entry into the fashion space, and they’re here to stay. With the rise of ‘gorpcore’ (also known as ‘hikingcore’ or ‘camping chic’), comfort meets style on many looks now walking our runways.

With winter settling in, puffers are fast becoming an essential item. Before you invest in one though, it’s vital to consider the environmental impacts. Climate change is an overwhelming issue looming over our heads, but there are ways we can minimise our damage. A good step to take towards reducing our carbon footprint is opting for sustainably sourced fabrics.


Keep up to date with ethical designers over at our Fashion section. 


The outer shell of puffers is typically made from polyester, a synthetic fibre made from non-renewable petrochemicals that contribute to the emission of greenhouse gases. When seeking out a puffer, recycled polyester is the way to go. It requires 40 per cent less energy to make and means more virgin plastics aren’t being produced.

The fluffy interiors of puffers are sourced from ducks and geese. So if you want to look after our feathered friends, this needs to be considered too. The Responsible Down Standard (RDS) is the badge to go by, as it ensures that down and feathers come from animals that haven’t been subjected to unnecessary harm. You can rest assured that any companies certified by the RDS ensure the best practice of animal care and that no live-plucking or force-feeding was done to bring that puffer jacket into creation. 

Thankfully, Superdry have got it sorted on the ethical puffer front. Its latest range of puffers makes use of sustainably sourced materials without compromising style or quality. The international streetwear brand is known for fusing contemporary style with Japanese-inspired graphics, and now it’s taking significant steps in terms of sustainable practices. Last year, the brand switched all polyester fill used in Superdry padded jackets to 100 per cent recycled polyester. 

Superdry’s The Jacket To Own Winter campaign signals an innovative turn for the brand, as all jackets from this season onwards contain either RDS approved down or recycled polyester made from an average of 10 plastic bottles per jacket. Matthew Iozzi, Superdry Australia and New Zealand’s Head of Marketing and PR, speaks to this innovation, declaring that “innovation is in Superdry’s blood. And from now on, so is sustainability”.

The campaign features Olympian snowboarders Jess Rich and Nathan Johnstone, who both hail from Sydney’s Northern Beaches. The campaign invites Aussies to embrace the outdoors this winter, and do all the things they couldn’t while locked up last year. Shot against iconic Victorian landmarks like The Twelve Apostles and Hopetoun Falls, the campaign video is bound to inspire your next outdoor adventure (and how to do it in style, of course). For Jess, “It was super cool to be involved in their brand… obviously I’m most comfortable in winter jackets and winter clothes, so I think it was a good fit.”

As a snowboarder, Nathan is well-acquainted with cold weather and describes Superdry’s puffer jackets as being “super warm and cosy”. But unlike some brands’ puffers, these ones don’t cost the earth, which is super important for Nathan. “Being a snowboarder, our career has been purely based on riding snow… global warming is a real thing that affects our job and our lifestyle so much, which means products that are good for the earth are a huge bonus for us,” he explains. 

Likewise, Jess is passionate about integrating sustainability into her everyday life. “[Sustainability] is close to my heart because of global warming and its effects on the snow, so I’m always trying to do my part to reduce my footprint. I think that’s a really great way for us to do our part,” she says. 

We’re all for Superdry’s efforts to care for our planet, and hope this is the start of an ongoing ethical fashion revolution. As Nathan says, “It’s pretty awesome, the fact that they’re doing this. I think more companies should be doing it nowadays.’

Superdry’s #JacketToOwnWinter campaign launches this week across Australia and New Zealand. The range will be available on the Superdry website and you can view the campaign video here. 

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