BE ICONIC | NEW SEASON
March 5th, 2020
2020 is here, and with it comes the latest in our Spring/Summer offering – the Be Iconic collection.
Showcasing a new direction for us, our Be Iconic collection landed online and in stores on the 2nd March. This head-turning range champions crisp tailoring and classic military styling with a 2020 twist. Our classic graphics are back, with this curation including a restyle of our classic Osaka t-shirt that’s perfect for today’s androgynous mood.
The womenswear line embraces the enduring-fashion theme, with a sophisticated take on oversized outerwear. These simple silhouettes are balanced by a relaxed approach to layering, encompassing everyday staples such as boiler suits, denim pieces, bomber jackets and varsity logo t-shirts.
The menswear collection revolves around a fresh take on grunge style. The collection highlights our 17 years of expertise crafting classic materials into iconic wardrobe essentials. The key looks include classic outerwear, such as our heritage leather and suede jackets, along with vintage t-shirts and everyday denim.
With its nostalgic silhouettes, our 90s black-and-white shoot by Boo George, celebrity fashion photographer, draws attention to the iconic status of the classic pieces in this collection. Fresh styling and unusual combinations ensure these timeless urban looks have a sharp contemporary mood.
Want to see more? Shop the collection here.
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Read moreMy Holiday Style | Find something cosy
December 16th, 2019
There are certain presents that are guaranteed winners for everyone, and gifting something cosy is sure to be an instant hit. From classic jumpers to super-soft loungewear and on-trend prints, our curation of cosy pieces offers the perfect way to show those you love your softer side (or indulge in some self-gifting to make the winter nights snugly).
GIFTS FOR HER
For the ladies, top of her list is feeling cosy and stylish in an outfit that will easily transition from day to night. In terms of style, you can’t go wrong with a crew neck as this classic shape is universally loved. To add interest, our Savannah Yoke Jacquard jumpers come in beautiful earthy and inky shades with a striking pattern across the top of the knit. These easy-to-wear designs instantly help pull together multiple outfits – whether paired with jeans for laid-back winter walks, or styled with a silk skirt for a chic party outfit.
If your recipient loves to style up outfits with her own individual twist, our Rodeo jumpers are something a bit special and will inspire memorable looks. Choose from a bold cross stitch design, a mesmerising black-and-white pattern or a multicoloured floral motif. For ladies who want to make a fashionable statement, our Sport Scandi Graphic jumper comes in an eye-catching leopard print. And if she loves animal print, the Lisa Leopard cardigan will be a spot-on addition to her collection.
If you’re looking to gift a jumper that is sure to go on her favourites list, our Croyde cable-knit is a classic choice. The range comes in an array of colours, and its simple design is elevated with luxurious details, such as smart shoulder buttons. Another timeless choice is the roll neck jumper (which is also this season’s must-have knit) and our selection comes in varying patterns and colours to match any taste.
To really spoil her, and make sure she enjoys her downtime in style, loungewear is the ultimate way to feel comfy yet put together. She won’t want to change out of our snuggly coordinated loungewear sets (made with organic cotton for an eco-friendly gift). She will also love a luxurious pyjama set (perfect for Christmas Eve boxes for teenagers). Our Weekender sets are ideal for relaxing duvet days and also smart enough for weekends away (add in a Supersoft loungewear robe to complete your indulgent gift).
Finally, if she’s always complaining about the cold on a night out, our Lannah Lace Vee cable knit and Erin Embellished v-neck knitted jumper both have just the right amount of elegant details to fit a smart dressed code, whilst keeping her sumptuously warm.
GIFTS FOR HIM
When it comes to the men, anything that reminds them of relaxing and doing what they love will be a huge success. Let’s start with something even better than that, a comfy top that he can get away with wearing for smart events. Our Jacob Henley jumpers (and cardigans) come in cable knit or ribbed designs, which are perfect for layering under a coat or wearing on their own – on milder days when he wants to grab a weekend knit to wear whilst relaxing in a beer garden.
For wearing on nights out with his friends, our crew necks have a luxurious look and feel with sleek finishing touches, such as a subtle logo tag on the arm. The Jacob and Harlow crew neck jumpers will also double-up as his favourite go-to for smart-casual work outfits. And if he likes to introduce a new colour into his wardrobe every now and then, our Orange Label cotton crew jumper comes in 10 different colours – from a sophisticated Burgundy to a distinctive Sienna Orange – so he can introduce a new tone into his outfit roster.
For the man-about-town, take it up a sartorial gear with our Edit Merino rollneck jumper, which is as sumptuous as it sounds. Alternatively, for noticeable style that he can rock his way, the Exposure Dust crew neck jumper has a covetable grey ombre design, which will get people talking for all the right reasons. If his unique sense of style goes hand-in-hand with being an adrenaline junkie, our Icon Brynner cardigan has a vibrant pattern, whilst its fleece lining makes it warm enough for his outdoor antics. Also, why not add in the Downhill Race Henley jumper to layer underneath.
When he’s not on the go, but lounging in his favourite chair with the dog beside him, a man’s new best friend will be a pair of our sweat pants or jersey pants – which match with the Laundry Sweat Zip hoodie. He’ll also thank you if, come bedtime, courtesy of your thoughtful Christmas present, he can switch into an equally cosy pair of our organic cotton Laundry Flannel pants and Laundry Sweat robe.
Finally, if you want to encourage making new memories together, give him a coordinating set of knitted accessories. Our hats, gloves and scarves come in a range of stylish designs from garments with colourful logos to those in plain tones. Wrapped up in his new accessories, he’ll be suggesting long country walks, ending at your favourite pub, in no time.
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Read moreMy Holiday Style | Find something special
December 16th, 2019
It’s time to start searching for special Christmas presents to gift to those we love. But don’t worry, we’ve got everything covered. Whether you’re looking for the perfect gift for your family, friends or doing a bit of cheeky self-gifting (got to be done) then we’ve got the answer.
GIFTS FOR HIM
Let’s start with the men. We’ll have no more cries of: “He’s impossible to buy for.” Our top Christmas presents of 2019 will not only meet his expectations but surpass them. Looking to spoil him with a luxury gift? Our Edit Merino jumpers come in crew-neck, roll-neck or V-neck. All available in our classic colours, our knitwear is a sure-fire hit. These soft-yet-smart jumpers will be a wardrobe staple, whether he’s going out on the town for drinks or settling in for a cosy Sunday lunch. For extra credit, add in a shirt that he can wear underneath. Find his perfect style – from casual denim shirts to classic button downs – in our online curation.
Seeking for a timeless gift? Check out our luxury leather jackets, with their butter-soft feel. And if you want to surprise him with a new work-and-play essential, our Everest jackets are selling fast for a reason. Or even several reasons – they provide warmth, versatile style and our signature attention to detail. Alternatively, if he’s into a classic look, the flattering cut of our streamline car coats will make him secretly walk past the mirror twice – trust us. On the other end of the scale, for the-man-on-the-go, our Commuter Tarp rucksack gives him a smart look with all the practical space he needs. We also love the tactile quality of our Chelsea and Chukka boots, which feature premium leather details that are tough enough for the demands of a busy life.
GIFTS FOR HER
Now it’s time for the ladies to be made to feel special. We’ll start with our luxury leather jackets, a serious wardrobe staple that will give her the feel-good factor every time she reaches for it. She’s going to thank you, a lot. Find her forever favourite from our selection of three different leather styles and it will become her go-to for slinging over a dress, or styling up her favourite hoodie on the weekend.
And if she’s always looking for a way to take her weekend look to a new level, our bomber jackets, parkas and wool jackets exude comfort, whilst the designs offer a variety of different ways to style each jacket. Removable collars, detachable hoods and trims ensure these coats can be altered to suit for all types of events – from NYE fireworks to a night on the town. While we’re on coats, those with timeless style will love the Koben coat, for that perfect shade of grey (it’s a must-have for those who love a neutral outfit). It also comes in an eye-catching black check (a pattern that’s having a moment but also won’t date), to turn heads for all the right reasons.
Want to dazzle her? She’s bound to be on the hunt for a dress suitable for party season – especially when Christmas is over and 2020 needs to be entered in style – and our high neck bodycon dresses can be styled up or down to fit different dress codes. Want to seriously impress? Gift her a whole new outfit by pairing the bodycon dress with our The Edit Sleek High boots. These classic boots can be styled up with a winter dress or styled down with leather trousers.
If she loves things that come in small packages, our Ascot watch is available in smart rose gold or sleek black. Because those in the know love a watch wardrobe to match different outfits. Our final tip is a winner every time. Who doesn’t love a soft jumper? The Jayden Luxe jumper is so super soft, she’ll be wearing it snuggled up on the sofa watching festive films before you can say, “Christmas done.”
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Read moreLIMITED EDITION – GRAPHICS
November 19th, 2019
OUR HISTORY
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.
90s NOSTALGIA
‘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.
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Read moreAW19 Snow: Introducing Eddie Wall
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.
SD Mountain Jacket
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.
Ultimate Snow Rescue Jacketand Ultimate Snow Rescue Pants
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.
Snow Tech Half Zip Hooded Jacket
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.
Blizzard Snow Goggles
Made to champion the slopes these snow goggles featuring U.V. Protection, anti fog lens and cushioning face foam for when Eddie drops.
Ultimate Snow Rescue Glove
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.
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