Superdry - a brief history

Following an inspirational trip to Tokyo, Superdry was created in 2003. With a view to becoming a brand that focussed purely on high quality directional products, fused with vintage Americana fabrics along with Japanese inspired graphics. From Humble beginnings in the UK, Superdry is now sold globally in over 22 countries. Celebrities such as David Beckham have allowed the label to grow into the massively popular, cool and trendy brand that it is today.

Following a phenomenal response to SS08 after a move to the Denim Hall at the January BBB fair, the brand has pushed forward its core collection with fabrics extreme washes and design details that are completely unique to the label.

Core graphic categories experiment with new print and wash techniques, over 100 examples of this synonymous Superdry branding will be on display to illustrate the evolution of our Double Blacklabel Tee and Destroyed Fleece lines.

Outerwear features heavily with Doubledry Cotton Jackets with their amazing starched handfeel sitting alongside fitted Technical Puffa Jackets Windcheaters and Gilets.

The Superdry Denim range has been expanded whilst remaining intensely focused to offer only the most relevant styles washes and upgraded heavyweight denims.

Footwear grows dramatically with a full collection ranging from Osaka 6 Vintage Running Shoes through to over destroyed Leather Workwear and Biker boots. Luggage and Leather Accessory collections also evolve in size & stature while Military Timepieces & a full Headwear line also make their debut.

2008 will see the roll out of the Superdry Store monobrand concept across the UK, Europe and Australia following the success of the 6 that opened in 2007. Superdry Store-in-Store concessions will also grow dramatically with a major full concept presence in all House of Fraser department stores in the UK.