Hey guys, I hope everyone is having a great start to the week. I’ve been collaborating with one of my favourite British fashion brands, Superdry.
I’m sure you’re already familiar with their range of clothing, which uniquely combines vintage American sportswear with Japanese inspired graphics. They’re famous for producing styles such as lumberjack shirts, technical coats with numerous zips and printed t-shirts with vivid motifs. If you’ve owned Superdry, you know their gear is super-cool and super-comfy.
Superdry is sold in more than 100 countries around the world. It’s a true British fashion – and lifestyle – success story, with a brand DNA synonymous with intricately detailed design, premium fabrics and British tailored cuts.
Being sporty, cool and comfy, the brand’s focus has traditionally been the younger generation. To target this market, the company initially expanded into UK university towns and cities, from Oxford and Cambridge to Edinburgh and Belfast. You can still find references to this from their collection of jogging bottoms and hoodies, as well as rucksacks and the replica skiing style clothes they have on offer and sell in huge quantities each year. These are all associated with the more youthful market.
Fun fact: did you know the Japanese text incorporated in the brand’s logo—極度乾燥(しなさい) (kyokudo kansō (shinasai))—literally translates as “Extreme dry (Do it)”?!
Here are the looks I’ve created. What do you think?