Superdry, Japanese imagery and vintage American sportswear.
Posted on April 11 2017
Born of an inspirational trip to Tokyo, Superdry was created in 2003 by Julian Dunkerton and James Holder – who are both still the lifeblood of the brand today. With Julian as Product & Brand Director and James as Head of SuperDesign Lab, Superdry’s style values have never wavered throughout its extraordinary journey. The core ethos to offer quality, value and design is as true today as it was in the early days. Both Julian and James had extensive experience in fashion retail, so the birth of Superdry was an inevitable culmination of their respective histories. Julian founded the fashion retailer Cult in 1985, starting from humble beginnings on a Cheltenham market stall and growing the business to become a highly successful multi-brand retailer with branches across the UK, predominantly in University towns. James meanwhile created the iconic Bench clothing brand in 1992, which became the premier British skatewear brand sold globally through a wide range of different retailers.
Now sold in more than 100 countries worldwide, Superdry is a true British fashion success story with a brand DNA synonymous with intricately detailed design, premium fabrics and British tailored cuts. With its roots based within Japanese imagery and vintage American sportswear, Superdry has evolved into the most diverse British lifestyle brand with a true global reach.
The Superdry design team travel extensively, both to gather inspiration from around the world and to visit their factories to help bring designs to life. We are proud to be able to have Superdry as part of our brand portfolio and bring these designs to our customers.