Superdry is a premium fashion brand that prioritizes sustainability, craftsmanship, and cultural celebration. It was founded in 1985 in Cheltenham and has gained recognition and popularity in the UK and overseas.

Inspired by our brand values of future, craft, and culture, we aspire to create timeless design that empowers confidence. From classic to iconic style, we revisit heritage pieces through a contemporary gaze driven by an unwavering commitment to our sustainable mindset. 

We embrace our diverse and inclusive global community through these shared ideals and our passion for freedom of self-expression. Motivated by the cultural threads and moments that form the rich tapestry from which we weave our products, we strive to create new sources of inspiration for our passionate collective tribe of like-minded individuals.

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Superdry

Future, Craft, Culture.
Two decades of an iconic British brand.
 
Twenty years on from Superdry’s inception, our founder and CEO Julian Dunkerton recollects his inspiration for starting the brand, his love of design, quality and authenticity, discusses his passion for craftsmanship and continual reinvention, and reveals “Future, Craft, Culture” – the freshly minted brand values that Julian lives and breathes - which are giving fresh impetus to this iconic British brand’s drive for sustainability and zeal for progress.

Check out the clip to hear more. 

#Superdry #FutureCraftCulture 

Our Store Development Team has been busy supporting Superdry's international partners with some exciting new store openings. 

The end of 2023 saw franchise partner Brand Collective successfully open their newest Superdry store in Melbourne Central Shopping Centre, a diverse shopping and dining destination bringing together more than 300 retailers over five levels in the heart of Victoria's vibrant capital city. 

Fast forward to January 2024, and our IP partner Reliance Brands Limited proudly opened their 63rd Superdry store in India, located in Bangalore Airport's Terminal 2 building. Recently named the 'world's most beautiful airport' by UNESCO, T2 is expected to service up to 25 million passengers this year alone. 

These latest projects are the result of a huge collaborative effort between our in-house experts and dynamic partners, and we look forward to welcoming new and existing Superdry customers to both locations over the coming year. 

#Superdry

Welcome in the Year of the Dragon with a vibrant fusion of ancient tradition and contemporary elegance.

Each garment within Superdry's Lunar New Year capsule collection is adorned with an emblematic dragon, the symbol of power and good fortune. Elevated embellishments and meticulous design elements pay homage to the most mystical creature in the kingdom.

Wishing our global community of colleagues, customers, suppliers and partners a year of power, luck, honour and success. Bring forth your dragon spirit.

#Superdry #YearOfTheDragon #LunarNewYear

We sat down with racing drivers Sebastien Buemi & Robin Frijns to get their thoughts on the Superdry x Envision Racing Formula E official partnership.

Superdry has supplied the Envision Racing team with an exclusive capsule range of sustainable, high-performance kit. The team's outerwear utilises 100% recycled-fill padding and linings, while both cotton-in-conversion and organic cotton have been used to construct the lightweight under garments.

Check out this video to find out more.

#Superdry #EnvisionRacing #DrivingSustainabilityinStyle

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