Superdry to use new dyeing route Brand has stated aim to be most sustainable listed global fashion brand by 2030. 1st April 2021 The resource-efficient dyeing process developed by WRSD, of Stockholm, Sweden, involves melting colour pigments and a mass of recycled polyester together prior to extrusion, to create homogenously coloured yarns without the use of water. The company works exclusively with recycled polyester made from post-consumer water bottles or wasted clothing, allowing for a truly circular production method and importantly, multiple fabrics can be made from a single yarn source for exceptional resource efficiency and very little waste. By using WRSD’s technology when dyeing textiles, water consumption is reduced by 75% and chemical consumption by as much as 90% compared with traditional dyeing of fabric.