Envision Racing and Superdry co-promote fashion sustainability initiative

We know that motor racing and fashion have developed strong associations, but for a change this is a collaboration that’s more about sustainability than a pure product promotion. 

In conjunction with fashion brand Superdry, FIA Formula E team Envision Racing is urging fans “to consider the environmental impact of their fashion choices”. And it comes with a new sustainable fashion pledge “that allows people to calculate the positive impact of picking more sustainable options such as organic cotton when they are shopping”.

The pledge’s launch coincided with London E-Prix at Envision Racing’s annual ‘Race Against Climate Change’ event, which attracted expert speakers from the worlds of fashion and sports “to discuss how both sectors can work together to accelerate toward a more sustainable future”.

The pledge has also been added to Envision Racing’s online fan engagement platform, which has currently attracted over 250,000 pledges, which centres “around everyday changes we can all make, from eating less meat to recycling electronic waste”. 

Superdry, which signed a deal with Envision earlier this year, is working with it “to harness their collective reach and influence to raise awareness of actions we can all take to live more sustainably, as well as innovating in their own fields to operate in a way that reduces the impact on our planet, the event covered topics including circularity, materials innovation and financing the sustainable fashion transition”.

Shaun Packe, Chief Operating Officer at Superdry said: “The… event has been a fantastic opportunity to connect with other industry leaders and advance the crucial dialogue on sustainability. At Superdry, we are deeply committed to our path towards creating a more sustainable future and raising awareness of the essential work still ahead. 

“Our sustainability journey began with small, impactful steps taken across our business, and we hope the fashion pledge will empower our community to embark on their own sustainable journey.”