The new Superdry clothing collection is here, and with it comes a fresh new approach to blending sports casual with the streetwear look. This very British brand started back in 1985, under a different name, selling its signature look ? a combination of American sports vintage and Japanese text ? in mainly university towns. Once it moved to Covent Garden, it wasn’t long before it became international.
These days, it is a label that just about everyone can wear ? distinct but not flashy, stylish but ultimately functional, and wearers can enjoy a certain amount of brand anonymity. The brand doesn’t go in for blatant advertising and doesn’t actively pursue celebrity customers or endorsements, yet it is often seen on sports stars and the super-famous.
The Superdry fashion brand includes streetwear jeans, windbreakers, sweatshirts, jackets, sunglasses and watches. Key elements include the instantly-recognisable multi-zip blouson jacket and Core applique hoodies, while matching hoodies and jogging bottoms offer a really Japanese look for fans of the label who want to go all out.
Don’t worry if someone asks you if you know what is written on your T-shirt, as it turns out the designers don’t know either! As a tribute to the ‘English’ T-shirts often found on the streets of Tokyo, Superdry also uses nonsense text. This is just another example of the brand’s refusal to take itself too seriously.