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Tuesday, December 17, 2013

Superdry: Where it started to where it’s heading

In 2003, established fashion-brand owner, Julian Dunkerton, travelled to Tokyo. Upon arriving in Japan’s bustling capital, Julian was so inspired by his surroundings that he decided to create a new fashion line which would seamlessly combine Japanese graphics and vintage Americana - with the expert-tailoring fulfilled by the British. 

Superdry is one of the creative arms of the Supergroup Company, which also owned skater-label Bench. When Bench's founder and designer, James Holder, decided to leave, Dunkerton approached him with the idea and Superdry was born. Since the collaboration was birthed, Superdry has performed better than high-street competitors ever thought they could, proving to be a big player in the long-term fashion game.  

Finding its way into the stores and online shops of some of the biggest retailers, like House of Fraser, the success of Superdry went under the radar somewhat, despite the fact the clothing was everywhere. From the University student looking for a youthful durability that didn’t break the bank, to fans of extreme sports who never actually partook in any activities - individuals who enjoyed a fusion of cultures all turned to the brand.

Offering expertly-crafted unisex pieces with unique finishing’s that make them identifiably Superdry, the clothing offered enjoys a timeless, casual appeal. The urban aesthetic and distinctive voice has gained Superdry fans all over the globe, including countless celebrities. Currently selling to over 100 countries, with stores across Australia, Europe, Asia, South America and the USA, the brand shows no signs of slowing down.

So where does Superdry go from here? As long as they continue to produce clothing of impeccable quality with an iconic modern design, the brand should continue to grow. One reason Superdry has remained so popular is because they cater for those who are invested in their style, but not invested in fashion with a capital F. This set of individuals is higher in numbers than any high-fashion following, and due to the brand’s quality, fans have stayed loyal, appreciating the design and functionality of the clothing.

So, if Julian Dunkerton ever reads this, there’s probably only one piece of advice he needs to hear – keep doing what you’re doing because by golly, you do it well.

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