Superdry has announced that it has partnered with Brazilian footballer Neymar Jr. on a three-year global deal that champions sustainability with a 100% organic underwear and sleepwear collection. The partnership will see Superdry kick start 2021 by amplifying the message of sustainable style to a global audience. Superdry has pledged to become a 100% organic cotton brand by 2030 and is already supporting 400 farmers in India, in a transition to organic farming, as part of the brands Grow Future Thinking initiative.

On joining the Superdry family Neymar Jr. said: “Obviously, when we talk about clothes, whatever their type, the first thing we want is comfort. It’s not different with underwear and sleepwear. But when you add sustainability to both first conditions, Superdry is, unquestionably, the best one I’ve found. I’m very happy with the development and potential of this partnership.”