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Our Brand

Get ready for everything.

We’ve been making world class product for 15 years, and we’re proud of it.

Iconic products and silhouettes, made from premium fabrics, combined with our globally recognised design detail and branding - all for a price that offers incredible value. 

Together, we have built a brand that has cut through the global apparel market at record speed, taking market share from brands that have existed for decades. But we have a big opportunity for even more growth. 

We are on an exciting journey, from a big unstructured business to a defined destination based upon understanding our consumers through their style preferences.
 

Our mission...

TO INSPIRE AND ENGAGE STYLE OBSESSED CONSUMERS LEAVING A POSITIVE ENVIRONMENTAL LEGACY

We know our brand. We know our culture. We know our potential. 

AW20 was the start of an evolution. The moment we realised our ambitions and created a vision for the brand’s future. 

This is a celebration of the soul of our brand, its narratives, the global craftsmanship and the pride we have in our outstanding quality. 

We stand for integrity, confidence, style and sophistication. Our future vision is beautiful, minimal and expressive.

Our designs converse with the next generation - on their terms and with our values. New shapes and sharp cultural references remix the signals, and the result is pure energy. 

We take a modern approach to utility, and our cutting-edge, technical Sport style combines authority, performance and passion. 

A collection for all our contemporary consumers, which builds on the foundations that made our brand great and develops the styles that we pioneered.

Our four style choices

Original & Vintage // Dry

OBSESSION WITH CRAFTSMANSHIP
SPIRIT OF ADVENTURE
ICONIC SILHOUETTES
CLASSIC STYLE

 

Superdry Studios // Cult Studios

LESS IS MORE 
PHILOSOPHY RESPONSIBLE & SUSTAINABLE 
SIMPLE SILHOUETTES 
CLEAN & CONTEMPORARY STYLE

 

Superdry X // SDX

YOUTH CULTURE
REBELLIOUS & DISRUPTIVE
EXPERIMENTAL SILHOUETTES
UNIQUE SENSE OF STYLE

 

PERFORMANCE SPORT // CODE

INNOVATION & QUALITY // SUPERDRY QUALITY
AUTHENTIC CREDIBLE PREMIUM // DISTINCT GRAPHICS
AESTHETIC // ATTENTION TO DETAIL
STANDARD SENSE OF STYLE // CLASSIC SPORTS & STREET-STYLE DESIGN

 

Inside Superdry

Culture & values

We know where we’re going - and how we’ll get there. Our culture, values and behaviours inform everything we do, everything you can expect from us, everything we expect from you.

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Sustainability

See everything that we want for Superdry - and how, with help from ambitious people like you, we’re incredibly busy making it happen.

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FAQs

We love curiosity. We like being asked questions. Here we’ve answered some of the ones we get asked most often.

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