Born of an inspirational trip to Tokyo, Superdry was created in 2003 by Julian Dunkerton and James Holder – who are both still the lifeblood of the brand today. With Julian as Product & Brand Director and James as Head of SuperDesign Lab, Superdry’s style values have never wavered throughout its extraordinary journey. Incredible tailoring, super-soft cotton with authentic vintage washes, high-quality fabrics and iconic hand-drawn graphics all combine to create future classics. The core ethos to offer quality, value and design is as true today as it was in the early days. Both Julian and James had extensive experience in fashion retail, so the birth of Superdry was an inevitable culmination of their respective histories. Julian founded the fashion retailer Cult in 1985, starting from humble beginnings on a Cheltenham market stall and growing the business to become a highly successful multi-brand retailer with branches across the UK, predominantly in University towns. James meanwhile created the iconic Bench clothing brand in 1992, which became the premier British skatewear brand sold globally through a wide range of different retailers.
Now sold in more than 100 countries worldwide, Superdry is a true British fashion success story with a brand DNA synonymous with intricately detailed design, premium fabrics and British tailored cuts. With its roots based within Japanese imagery and vintage American sportswear, Superdry has evolved into the most diverse British lifestyle brand with a true global reach.
From our British beginning to our Global reach, the initial collection of five t-shirts – included the iconic Osaka 6 worn by David Beckham – has grown into seasonal collections including over 500 distinctive logos.
Launched to fill a gap in the market, the brand has upheld its reputation for innovation. Menswear and accessory collections quickly grew, and in 2005 Superdry launched its first Womenswear collection. Initially mirroring the signature men’s styles, the collection has matured to include fashion-forward outerwear, denim and tailoring, alongside feminine dresses and stylish knits. In 2010, sales of the signature windcheater reached over one million. While the introduction of fragrance, premium eyewear and watches have truly transformed Superdry into a lifestyle brand. In 2011, collaboration with British classic car manufacturer, the Morgan Motor Company, gave rise to a limited-edition sports car that embodied design and authenticity.
Today, Superdry has a true global reach and a cult celebrity following. Collections of depth and style are sold via more than 400 global retail points, from Europe and Asia to the US and Canada. Opening its flagship store on London’s Regent Street at the end of 2011, Superdry earned its place among the great British retail brands. In the same year, the collaboration with contemporary tailor Timothy Everest showcased at the first London Collections: Men. Womenswear followed suit in 2013 with a collection of four iconic jackets. In October 2014, we announced the appointment of Euan Sutherland as our new CEO. As a business with huge growth opportunities, the need for an experienced CEO was paramount. Euan knows our business well, having been a Non-Executive Director since 2012. He brings with him the wealth of experience in international and leading retail businesses that we need to drive our next chapter of growth.
Autumn Winter 2014 saw the launch of Superdry Snow – a range of high-performance technical ski and snowboard wear. With Superdry Sport new for Summer 2015 and the Idris Elba + Superdry collaboration launching in Autumn 2015, the brand takes its design excellence and fearless attitude into new territory.
With exciting global expansion planned with bold collections pushing the brand forward each season, Superdry’s status as one of the world’s most aspirational and innovative lifestyle brands will continue to soar.
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