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Superdry

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Zac Efron in a Superdry jacket

Superdry is one of those names you might have heard of, but not really know what it is. They’re an up and coming designer label who have plenty of fans here the UK thanks to their street smart style, great designs and fashion forward thinking.

As one of the fastest growing labels for both men and women, it’s not surprising that they are slowly making their way to the top, and count the likes of David Beckham and Kate Moss amongst their fans.

Superdry never advertise, and yet they have worked their way into the wardrobes of some of the UK’s fashion elite. Tilly Macalister-Smith, of Vogue, says:

Superdry has crept onto our radar over the past couple of years, considering it never advertises, it’s admirable that it has managed to do so well.”

Although this may seem like an odd tactic, it’s clearly working for the super label and you’ve probably seen countless guys and gals on the streets parading their hoodies and t-shirts, which the brand are famous for.

The brand has a distinct Far Eastern influence to it – with Asian icons like the roaring tiger and the Japanese flag is used in its store signs – which co-founder James Holder says is influenced by Japanese streetwear, after he was inspired after a trip to Japan. He says:

I loved the look of Japanese street wear, with its graphic prints and bright colours and knew it was the direction I wanted Superdry to take.”

Where Superdry excels, is in the details. These are not just plain old tees and hoodies – there is some serious attention to detail, such as a hooded checked shirt, wire lining, super soft materials and double collars.

Although menswear is a prime focus, they’re now moving into developing their womenswear section too, so for essential casualwear – this is the new label to be seen in. All the big department stores, one of them being the popular www.very.co.uk, are now selling the Superdry collection. Visit their site today to have a browse around the new season trends.

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June 21st, 2011

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