2021 Never more different. Never more true.

The Superdry reset marks a new, exciting chapter in the brand’s journey. Introducing four essential style collections for men and women that embody the creativity and relevance of contemporary culture.

Since the brand’s inception, Superdry has taken a global, collective approach to style, influenced by the diverse cultures of the UK, America and Japan, this inspiration continues to play out across the style choices, which tap into both the familiar and the new. Each collection is an expression of individuality and self-confidence.

“Earlier this year we started a new creative project that challenged the way we think about our brand and our business. We set out on a journey to be more creative and relevant to our contemporary culture. As 2020 has progressed, it feels more and more like we are aligned and doing the right thing. Two things stood out in this year of turbulence, people, and expression. There is no better inspiration. We are proud to present our new collections and concepts, inspired by real people and their style’, says Phil Dickinson – Creative Director at Superdry.

The first of these style choices is Original and Vintage, inspired by the brand’s passion for vintage, detail, materials and art, this collection is crafted with the truth of the source. Original & Vintage is a signature aesthetic of Superdry, which is loved by the style obsessed all over the world and across generations. This collection references the icons of style: denim jackets, plaid shirts, sweats and Ts with a relaxed familiarity. 

Superdry Studios offers a sophisticated and minimal aesthetic, with its go – to wardrobe staples for men and women. This collection is confidently understated, with clean lines and super soft cottons and wools. This style choice is considered and effortless. Studios is about doing the right thing, right now and for the future, using beautiful natural and eco-friendly materials.

Sport Code has its roots in streetwear, a universal aesthetic, which takes design cues from sportswear and performance. The highlights include a fresh new logo and graphics on sweatpants and tops, lightweight and puffer jackets. 

Superdry has stepped up, with one foot on its ecological future and the other at the forefront of style. Superdry has committed to becoming more sustainable and environmentally aware, aiming to use materials that respect the welfare of animals and that minimise our impact on the planet.

SUPERDRY INTRODUCES FOUR NEW STYLE CATEGORIES AS PART OF THE BRAND RESET IN AW2021

Superdry is a contemporary brand focussed on delivering high style and premium quality products in 4 collections. Inspired by the cultures of America, Japan and Britain Superdry delivers beautifully crafted, relaxed style with engaging content. Methods of making, attention to detail, premium materials and hand-drawn art are the signature details of the collections.  Superdry has a significant global presence in 65 countries. Superdry.com our digital experience retails safely and securely to over 100 countries worldwide.

www.superdry.co.za

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