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.
Useful Superdry Resources:
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