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University teams up with Superdry for sustainable fashion project


Fashion designers at Birmingham City University are to begin a collaboration with contemporary clothing brand Superdry, which will see students tasked with creating new garments from existing clothing items.

Final-year students at the University’s School of Fashion and Textiles will participate in the sustainability challenge, repurposing Superdry off-cuts to create one-off pieces that could fit into one of four Superdry collections - Original and Vintage,  Superdry Studios, Superdry Code or Superdry X.

School of Fashion and Textiles

Birmingham City University

The initiative will see the budding designers collaborate with University photographers and videographers to create a campaign story that showcases ‘fearless creativity’, with the winning student receiving an offer of an internship with Superdry in 2021.

“We’re delighted to be supporting the final year students with this initiative,” said Phil Dickinson, Creative Director at Superdry.

As part of the project students will have one-to-one tutorials with stylists and designers from Superdry, whilst documenting their project progress in digital diaries and vlogs.

“This exciting collaboration gives our students an amazing opportunity to showcase their creativity to the highest standard,” added Claudia Huxtable, senior lecturer in Fashion Design at Birmingham City University.

“On the Fashion Design course, we constantly encourage our students to push their creative boundaries, whilst ensuring they consider sustainable practices and who their target customer is. Working with the Superdry team will allow students to gain real-life experience of designing for an innovative and contemporary fashion brand.”

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