The Superdry label is fast becoming a very popular brand in the US, with its classic casual and unique fashion apparel. Based on a hybrid of relaxed American retro style combined with a distinctive pseudo-Japanese style, Superdry’s image is sweeping away the competition in the fashion industry and setting new trends along the way. Due to its huge support in London, its reach has transcended any limits CEO Julian Dunkerton thought possible, who started the label along with one of his own. Although their steady but rapid rise to supremacy is largely due to their UK roots, it was an American soccer player who put them on the fast track to global stardom and they haven’t played a game since.
history at a glance
In late 2003, the Superdry concept, which served as a transition from Dunkerton’s previous first success, Cult Clothing, emerged during a late-night binge with friend and colleague James Holder shortly after Dunkerton had returned to London from Tokyo. He was newly inspired by the rich culture of the Orient and admired his great attention to detail coupled with his distinctive writing technique so much that he wanted to incorporate it directly into his fashion practice. With the help of Holder and his prosperous corporation, his shops began to populate small university provinces in England, where they prospered almost immediately.
The Superdry brand, along with 77Breed and Surf Co California, form the main brands that serve as components of the SuperGroup, formed in 1985 with the founding of Cult Clothing by Julian Dunkerton. The SuperGroup has been ably supported by the success of the Superdry label, which leads all brands in total retail, although it runs no formal advertising campaign. Dunkerton expressed his marketing strategies for the label early on, commenting off the record that retail prices would be set at minimum profit thresholds for all apparel unlike his competitors who raised prices to maximize profits. He wanted to present to the public a high quality product at serious and affordable prices.
In the media
The biggest moment yet for Superdry and those in his bandwagon came when world-famous footballer and pop icon David Beckham appeared wearing the immensely popular designer ‘Osaka-6’ t-shirt in his 2005 calendar. This intrigued Dunkerton enough to give Beckham the “Brad” leather jacket in which he was photographed leaving Mr. Chows in Beverly Hills on a crisp, crisp November afternoon. When the image appeared in People magazine that same year, sales of the jacket skyrocketed.
From then on, the brand wasted no time in appearing on the silver screen’s ‘A’ list, as celebrities such as Kate Moss and Jude Law turned out in full support sporting a variety of Superdry clothing and footwear. But as critics will tell you, the celebrity makeover is nothing more than a showcase of the true genius and real appeal of the essence of the label phenomenon, spawned by chief designer James Holder himself. Known for jokingly boasting that he scrawled his designs for Osaka’s first t-shirts on the back of bar coasters, Holder’s design ethic allows him to transform everyday clothing and accessories such as jeans, jackets, glasses, etc. , in virtual garments. , old classics.
Superdry backpack and Superdry bags
As Superdry moves down different fashion paths with regards to accessories such as sunglasses and jewellery, its line of sight has recently shifted to a unique range of unisex bags and backpacks for travel and outdoor sports. Superdry have crafted a functional balance of bags for an eclectic range of activities to suit anyone on the go. Here is a short list of some of Superdry’s backpacks and bags:
• Superdry’s backpack collection combines the traits of the rugged outdoorsman with the artistic flair of a high school student in terms of style and attitude, offering various types of traditional outdoor hiking backpacks with all the charm and the genuine character of an experienced world. traveler.
• Superdry’s laptop bag and laptop case offer modern and secure alternatives for taking your hardware to school or the office in a variety of versatile and functional ways. While one is completely weatherproof, the other is made from beautiful full-grain leather for a sharp, elegant look that’s sure to make your colleagues jealous.
• The Gymnasium bag incorporates all the traits and characteristics of the name and looks just like it sounds. Made from a polyester blend, it’s totally sweat-resistant and easy to maintain, while still big enough to take home all the new muscle from your last workout.
• The Moto Messenger bag is another reason why I like these bags so much. Their names replicate their function, as this bag is right up the alley from the biker type with a single adjustable strap, leather belt buckle closures, and four large external pockets.
• The Weekender bag will send you out the door faster than you can say “get away on vacation” with its fine leather trim and leather handle, not to mention the adjustable detachable strap. You can pack for the weekend and then some with its large internal compartment and three external compartments.
The Superdry backpack is making a real impact on the market as these bags are gaining popularity every day. They make a much larger line with the same genuine variety, and all are worth checking out as one is sure to fit your mold or daily routine. Don’t overlook these bags as they are lightweight and made from fine materials. The only caveat is that some of these bags can be a bit pricey, which is unusual for them. However, if quality is on your consideration list, then they have a backpack or bag for you. As Superdry continues to dominate their industry, you can be sure their product line is here to stay.