November 19th, 2019
Back in 2003, we launched the Superdry brand with five graphic t-shirts – each one created with a hand-drawn logo inspired by quintessential Americana and Japanese imagery – graffiti, art, films – past and present.
To this day, our graphic t-shirts remain a staple component of every collection. Still drawn by hand, every logo design and graphic is crafted by our designers long before they head to their computer screens to create the version that appears on the finished product. Every design exudes our distinctive Superdry look and feel that we have become globally famous for.
HOW WE MAKE OUR GRAPHICS
We take huge pride in our vision and the process to ensure we deliver first class graphics across our products.
Graphic Design Manager, Matty Charman, explains the detail behind our Graphics process and gives some insight into the role of the Superdry design team…
How did you get into Graphic Design and what drove you into the world of fashion?
I left school at 16, I just wanted to start carving my own way in the world. At 16 I rocked up to my local Cult Clothing store based in Cheltenham Gloucestershire looking for a weekend job so I could start earning some money. Little did I know I was about to start on a whirlwind journey of growing the global brand Superdry.
What keeps you coming back to design?
I quickly learnt that there was only one thing in life I could rely on – being creative. No matter what I do in life or the role I take on I always approach it from a creative angle always evolving and adapting to the environment. Creativity is something that I was born and bred into coming from a family of hard working creatives its was always going to be the only path for me. Design is something that you can never get bored of or truly master. I love the journeys it can take you on and the people you meet while doing something you love.
From weekend shop assistant to Graphic Design Manager, how did you do it?
I have learnt about retail from the bottom up starting as a shop floor sales assistant- then moving on to become a warehousing and distribution floor manager and finally the last 9 years being spent working my way up through the Design Team. I’ve learnt along the way moving into different roles until I eventually ended up heading a team of like minded creatives. At the end of the day I’ve just worked really hard and never gave up!
Can you show us an insight into an average day in your world?
why don’t I show you…
HOW TO STYLE WITH ROMARIO CHEVOY
Graphics can make or break and outfit, it’s all about how you style them.
We teamed up with Stylist and Choreographer @RamarioChevoy who tells us how to style 3 Graphic Tees, 3 Different Styles for 3 Different occasions.
‘The chequerboard racetrack and 90s colour and style of this printed tee reminds me of the opening titles of cartoons that I used to watch as a kid. I’ve teamed with Cargo pants and box fresh kicks for a laid back look which I will wear hanging out at the weekend. This look is all about letting the tee do the talking.’
TIME TO CLASH
‘Most of my work is in vintage styling, so I loved the challenge of bringing these iconic t-shirts that have a retro feel into my wardrobe. My look is pretty casual day to day no matter what I am doing, but I really like to clash textures, prints and colours so that I stand out in my style. In this look I am just heading to work, but have teamed this cool tee with neon accents with a pair of tailored vintage workwear trousers and workman boots’.
FOR WHEN I’M FEELING SMART
‘I don’t really do ‘smart’ as that’s just not my look, but if I am out to dinner like I was here, I tend to stick to monochrome colours and tailored pieces. My friends think I am pretty daring in the style department – here I have teamed this classic logo tee with a pair of vintage leather flares and heeled patent boots. My motto is break the rules – I don’t really care if people think I’m out there – that’s what style is all about!
Show us how you are styling your Graphics tees my tagging us on #SDMYWAY or shop the collection here.Read more
November 19th, 2019
Ski season is here and we’ve teamed up with elite athletes to inspire you to hit the slopes. Meet Eddie Wall @eddiewalla former professional snowboarder who was on the influential teams of DC and Forum Snowboarders. In his career he featured in over 20 snowboarding films and stood on over 30 contest podiums including the US Open, Grand Prix and Vans Triple Crown. He now lives in Southern California and can never be found far from the slopes.
Eddie’s snowboarding tip
‘Visualisation for me was always a huge thing, just knowing that I could do the trick or had seen myself doing it in my head doing over and over again. And then that moment when you drop, if you’re doing it right then everything goes blank, and you’re not thinking at all and you’re just going through the motions that you already know you can do’.
Eddie’s snow style
Snowboarders need ski gear with flexibility, so it’s no surprise to see Eddie in mens ski gear made to brave harsh winter elements like snow, rain, and wind.
This mens ski jacket is made with fastenings all over to ensure the snow stays out the heat stays in. Living in Southern California, it’s no surprise that Eddie brings a touch of bright surfer style to the slopes.
Snowboard gear serves as the first protection layer from harsh winter elements like snow, rain, and wind. Our Ultimate Snow Jacket and trousers are designed with full tech and light insulation rating for serious mountain drops. Added bonus points for the camo that’s made to stand out.
When gearing up for the slopes, a professional snowboarder needs an extra layer to help regulate body temperature and this lightweight fleece is made for insulation.
Made to champion the slopes these snow goggles featuring U.V. Protection, anti fog lens and cushioning face foam for when Eddie drops.
Co-ordination is key with these camo mens ski gloves, made in weather tolerant coated, highly breathable fabric with technical reinforced palms.
Find out more about Eddie @eddiewalland discover the Superdry Snow collection here. Don’t forget to share your style with #SDMyWay.Read more
November 14th, 2019
Ski season is here and we’ve teamed up with elite athletes to inspire you to hit the slopes. Hailing from Stoke on Trent, Rowan Cheshire @rowancheshireis an Olympic freestyle skier and personal trainer, specialising in the halfpipe. Alongside competing in the Winter Olympics in 2014 and 2018, she was also the first British female to win a halfpipe competition at the FIS Freestyle Skiing World Cup at only 18 years old.
Why Rowan loves skiing
I just love the adrenaline rush that you get from half pipe skiing and how extreme it is. I love all the places that you get to visit and the people you get to meet, the whole culture around freestyle sports is amazing.
Rowan’s slope style
Rowan started skiing as ‘I loved the adrenaline rush I got from it and that in freestyle there was always something to learn and that there were no rules’ so it’s no surprise she looks for ski gear that moves with her.
The slopes are calling and this all-white combination is made to stand out on the mountain. Designed with a fleece lining, ski skirt, drawstring hem and hook and loop cuffs, this women’s ski jacket keeps the snow out and the warmth in. With added technicality for an Olympic freestyle skier, the matching women’s ski pants have padding across the knees for extra protection.
In soft and super stretchy fabric, the extra protection on the slopes is made for long days of freestyle runs.
Puffer jackets are having a serious moment and this women’s ski jacket adds a touch of style and technicality for Rowan. Plus, she loves multiple pockets in a ski jacket, so this ticks every box.
Women’s ski gear isn’t complete without a warm base layer, which works just as well for apres. Perfect for an added layer of warmth when out on the snow, This base layer has been made with moisture wicking fabric, to keep Rowan dry and comfortable.
Outlander Ski Boots
For Rowan’s daredevil moves these fleece lined ski boots feature sturdy outer sole for non slip grip.
Find out more about Rowan @rowancheshireand discover the Superdry Snow collection here. Don’t forget to share your style with #SDMyWay.Read more
November 14th, 2019
Winter style means getting cosy, working with layers and mixing it up when it comes to trends for versatile outfits that can mix and match. Balancing a re-emergence of all things outdoors, a taste of retro Americana and a hint of preppy style, we’ve noticed a movement towards what we’re calling; crafted casuals – casual pieces with details that make them truly unique. Whether we’re talking about workwear-inspired denim or throwback printed knitwear, this season, we’re loving pieces that mix and match and serve a little ruggedness to our casual wardrobes.
Key looks for casuals with a handcrafted edge this season
From women’s denim updates to getting men’s accessories just right, give your casual wardrobe a seasonal update with these key pieces and embrace a laidback look inspired by the winter outdoors.
- Cord jackets – Switch up your denim with this season’s textured cord.
- Cord skirts – Double up on workwear-inspired corduroy fabrics.
- Men’s lumberjack shirts and jackets – Play with seasonal prints.
- Men’s caps – Opt for cosy, lumberjack print caps and hats.
- Shearling-trim denim – Choose denim with cosy linings and layer up with throwback printed women’s jumpers.
- Denim shirts & knitwear – Embrace layering and mix up your textures.
- Beanie hat – Wrap up in a cosy men’s beanie hat to complete your look.
Crafted casuals – switch up your textures
The perfect alternative to a classic denim jacket this season? Opt for textured corduroy for an updated look with a workwear-inspired aesthetic. Cord jacket fits are slouchy and slightly oversized, yet boxy, serving as the perfect autumn jacket to wear solo or to blend into a layered look as the temperature drops.
Style yours with lightweight women’s jumpers or layer up the look with hooded knitwear for added warmth, like our textured Sophia Slouchy Knit Hoodie in sage marl for a subtle contrast.
Double up on workwear-inspired pieces
Give your textured corduroy workwear jacket a fresh look perfect for autumn by doubling it up with coordinating fabric for a complete head to toe look that exudes this seasonal trend. A matching cord skirtoffers a monochromatic look with a twist and can be styled to suit any event, both casual and slightly dressier.
Our Cord A-line Skirt incorporates the handcrafted details that the crafted casuals trend is all about. Featuring exposed seam detailing and stitching at the waist and pockets and a boxy, laidback fit, the skirt pairs perfectly with a matching cord jacket. Style your outfit with anything from classic trainers to tights and ankle boots for a look that can take you through to the evening while beating the autumn chill.
Lumberjack inspired checks
Lumberjack shirts and jackets are back for this trend this season and it’s the perfect balance of classic casual workwear and new-season contemporary style. Opt for a checked shirt for men, like our Classic Lumberjack Shirt or go for something heavier for the cold with our Hacienda Wool Check Jacket.
A classic check that offers warmth and versatility, style yours with your favourite jeans and boots and add layers by updating the look with a black denim jacket underneath for a modern look that promises to keep you snug.
And cosy caps
Cosy up for the season in coordinating lumberjack-inspired check caps with the added warmth of some seriously snug faux fur lining. Giving your on-trend look a real sense of authentic workwear, it’s the perfect way to layer your look to create a cohesive aesthetic that remains purposefully casual.
Mix textured denim with printed knits
Denim is always a classic for this time of year. It’s versatile, wearable and easy to mix and match when styling a plethora of different looks. This season, if you’re opting for a classic women’s denim jacket, use it to again play with mixed textures, keeping your look contemporary while adding a heap of practical warmth.
Go oversized and slouchy when it comes to the fit of your denim jacket for easy layering and a borrowed-from-the-boyfriend, on-trend look. A contrasting shearling trim adds texture at the collar and serves workwear vibes with a distinct weekend feel. It’s all about the layering when it comes to creating this throwback look, so adding in printed knits with women’s jumpers underneath your denim is the perfect contrast. Opt for neutral tones with our Savannah Yoke Jacquard Knitted Jumper or go for darker hues with our traditional navyalternative. For serious warmth underneath a denim jacket, ramp your look up with a chunky rollneck women’s jumper with a similar print.
It’s all about embracing layers
Layering is key for almost all winter trends. Here, it goes without saying. Embracing layering and styling your looks boldly with different textures, fabrics and colours play into this look perfectly. Opt for different combinations of knitwear and denim by styling up a classic denim shirt with oversized print men’s jumpers evolves your casual looks into this key workwear feel. Pair our mid-wash denim Resurrection Shirt with a classic graphic tee and layer with our Icon Brynner Cardigan complete with fleece lining for a casual look with serious warmth.
And wrapping up warm
Finally, complete your workwear-inspired, crafted casuals look with just the right winter accessories. From a snug men’s cap or beanie hat to cosy wool scarves and gloves, layering up is only complete with the ultra-warm accessories every stylish wardrobe needs this winter.
Wrapping up is essential this time of year and looking good when doing so has never been easier. This season, give your casual, weekend looks a rugged update with styles inspired by anything from Lumberjack checks to cosy shearling trims. Use layers to create dimension and warmth within your looks and mix up textures to give your outfits a contemporary edge. However you decide to style your casual favourites, lean towards the details that balance throwback style with this contemporary handcrafted aesthetic.Read more
November 4th, 2019
This holiday season, we’re asking you ‘What’s Your GIft?,’ as we look to help you find the perfect present for you and everyone onyour list. Including Aiden a model and musician who hails from New Zealand.
Best gift you’ve ever received?
From my mother, it was a trip to Hawaii.
What are you doing for Christmas?
This Christmas I’ll be in New Zealand. So I’ll be on the beach-probably surfing.
Aiden’s Holiday Style
Aiden may be spending his holiday in the sunshine, but before he flies out to New Zealand he’s going to need a Christmas jumper for men.
Nothing says cosy like an oversized knit. A fresh take on the mens Christmas jumper, this oversized alpine knit is cool, cosy and just festive enough to say holiday partywhen paired with the right layers.
Get his look
Find out more about Aiden @aidenallday and don’t forget to share your festive style and tell us ‘What’s Your Gift’ with #SDMyWayRead more