La semana pasada Superdry, la firma de moda británica que fusiona el estilo vintage norteamericano con el arte gráfico japonés, reinauguró su primera flagship store de Madrid, ubicada en la calle Serrano nº3, de aire más actual, mobiliario renovado y magnífica iluminación.

Superdry nos invitó a conocer la nueva colección primavera verano 2015, de la que destacaría los vestiditos en multitud de colores entallados a la cintura de aire muy fresco y actual, perfectos para las tardes de verano, y las mini faldas con volumen. Sus ya famosas sudaderas de una calidad excepcional se reinventan cada temporada y  sus camisetas mantienen decenas de diseños muy veraniegos. Además, esta colección cuenta con bolsos de playa, bikinis, chanclas y hasta ropa interior! Todo ellos en colores llamativos y cálidos que ya son un must de la firma inglesa.

En este evento pasamos un muy buen rato rodeados de un ambiente de los más Fashion, mucha gente guapa, cava Freixenet, cerveza japonesa Asahi, coctel de sushi… se puede pedir más? Moda, buena compañía y coctel, toda una combinación que hizo del evento una perfecta cita en la noche madrileña.

Además, si buscáis en las rrss por el hashtag #SuperdrySerrano podréis ver muchas de las instantáneas que tomamos en esta noche y los looks #MySuperdry que lucimos muchos de los asistentes.

Hoy, también, en mi blog “el blog de silvia” podréis ver mi total look Superdry y más fotos del exclusivo evento.

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Personalisation is back in our premium lounge!

In December for one week only we launched our personalisation station in our Regent Street Premium Lounge. Here you could have your name, favourite phrase emblazoned on your Superdry Hoodie.

In that week we were overwhelmed by orders from you and even Cat’s The Musical Star, Nicole Scherzinger, wanted in on the action. As soon as the last hoodie was personalised we knew we wanted to bring it back and we wanted it to stay. So now the premium lounge is host to our personalisation station as well as personal shopping and styling.

Our premium lounge is located on the lower ground floor of our Regent Street flagship store, open Monday-Saturday 10am-8pm & Sundays 11:30am-6pm.

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We’re back to the norm this month bringing you Volume 1 of our April #SuperdrySounds Monday update. It’s a wide mix of tracks both new and old that we thought needed sharing.

Over in the UK we were finally given a taste of the summer managing to catch a few rays over the weekend – for that we thought we’d start off our playlist with Sly Johnson’s ‘EVRBDD’ (Everybody Dancin’) released on Parisian label, Heavenly Sweetness. A track that lives up to it’s name and although the sunshine most likely won’t last that long here it’s definitely getting us in the mood.

The end of March saw the release of Portico’s debut album ‘Living Fields’ on Ninja Tune Records. Formerly called Portico Quartet – the quartet is no longer – as Nick Mulvey moved onto release his solo album ‘First Mind’ last year. rebranding ever so slightly to portico the album release was highly anticipated – of course it was, besides re-working the music entirely they’ve got alt–j’s guitarist/vocalist joe newman and jamie woon featuring on most of the tracks.

Track 6 see’s our favourite Polish electronic duo Catz ‘N’ Dogz and their latest release ‘Good Touch’ out on their own label – Pets Recordings. They never fail to disappoint at their shows as their track lists are always impeccable and they clearly have a load of fun. Constantly playing worldwide there’s plenty of opportunities to catch them, find out when they’re near you here.

A little further down we see Fono’s yet to be released ‘Real Joy’ a track that first emerged on Danny Howards BBC Radio 1 show back in January. It caused quite a stir as no track information was provided and everyone wanted it. We’ve since found out that it hails from Brighton based producer Fono and is set for a release in June on Relentless Records. The hype for Fono is still ongoing with his debut track being heavily pushed by the likes of Annie Mac, Dj Zinc, Zane Lowe and Chase & Status. Click here for a longer preview.

a couple tracks down from fono is hnny’s forthcoming release, ’solsidan’. pronounced ‘honey’, the swedish producer already has a strong back-catalog of tracks from the past few years and is incredibly consistent with them – always full of energy and fun, it clearly reflects him as a person (seen here on his Boiler Room set). solsidan samples that of veronica maggio and also elton johns ‘are you ready for love’ to make a beautifully light and summery house track out on Let’s Play House

We thought we’d close of the blog post with the mention of Toro Y Moi. We managed to catch him last week at London’s Oval Space (hosted by RockFeedBack) and it was brilliant – the sound in that venue was spot on, Toro and his band sounded as good as the recordings themselves. We felt like we were at a festival and the crowd responded accordingly. It’s hard to pin Toro Y Moi to a genre as his production varies between one album and the next, that being said he always manages to uphold that definitive ’Toro’ sound.  Toro Y Moi closed their set with ’Say That’ so we thought it be appropriate to do the same.

Listen to the full playlist below and let us know if you there’s a band or DJ you think we should be listening to using #SuperdrySounds.

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Did you see this month’s issue of cosmopolitan? This month the edit pages are a celebration of colour featuring our Superdry Folk Tank in their “gorgeous green” edit. The lightweight top is a new addition this summer channelling boho style it’s ideal for a beach break or simply wear with a pair of cut off denim shorts for a classic summer look.

Discover all our womens tops here. Cosmopolitan is available to buy at good news agents now.

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This week our womens crews are given a Hawaiian make-over with our Hawaii island crew.  The lightweight jersey jumper is a vision of detail from the hand-drawn dancer, island and palm trees it even has a summer graphic.

While for men we have a full collection of microprint tees. A move on from the shirts that were released for autumn winter our veto tee is covered in micro sd or jpn detailing with contrast pocket – making sure you stand out.

Each week we’ll be letting you know what’s new in here.

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The latest Superdry magazine is out and it’s filled with everything that’s new for our summer collection. SS15 is set to be a chilled out but fun-filled affair with key boho chic looks for the girls and off duty cool for the guys.

Our All Over Print collection gives a new lease of life to our classic styles, while our boho chic range will have you longing for the beach and long, summer days. We’re going big on shorts this year, with classic denim cut-offs and a huge chino range.

Whether you’re hitting up festivals or travelling this summer, there’s a Superdry piece to fit the occasion. With our iconic branding running throughout the collection, the key pieces remain quintessentially us while exploring fresh new prints and styles.

If All Over Print isn’t for you, you’ll love the simple, retro vibe of our heritage sport’s range. Be it vintage style rugby shirts or retro athletic vests, there’s a distinct ‘sporting greats’ feel to it.

Festival brights, dip dye and denim washes provide the perfect mix of fun, summer style for the girls. Embellished denim cut-offs and embroidered folk tops, straight out of Coachella, are your go-to summer uniform for beach days and shopping in the city alike.

Shop the new collection here

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This week we’re still celebrating our all over print, the hand-drawn tees, bags and shorts embody all that is summer, well to us at least.

The newest addition is the northshore tee with a hibiscus print and subtle branding just a simple stitched chest logo.

While for women cami’s that make spring layering and summer heat bearable are now dropping into store. Our ditsy cami is one of the first to arrive, with rope tie at the waist to give you effortless curves plus delicate crochet detailing completing a feminine look.

Each week we’ll be letting you know what’s new in.

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Last night we took the press to London’s latest hotspot the ham yard hotel which received the ultimate superdry takeover as we showcased our aw15 collection in the hotel’s underground bowling alley.

Guests were treated to chilled champagne, ice-cold Asahi beer and freshly pressed juices as they experienced an exclusive collection preview. Fuelled by a feast of mini sliders, buttermilk chicken and vegetarian burgers, talk turned to the showcase of our ultimate winter wearables.

Fresh for aw15 were new pieces for men and women covering a vast collective of inspirations that are unified through high impact branding and incredible attention to detail.

Womens categories included Twilight, Winter Boho, Après and Wind Active, ranging from embellished and sequin soaked pieces to dipped denim, textured knits and fur-trimmed gilets.

While the mens capsules included Tailoring, Mountain, Military and Classics, showcasing sharply cut sartorial outerwear, retro athletic-wear and striking down-filled jackets.

Press were amazed at our breadth of offering and fell for the new additions to both our rugby and snow collections that have been refreshed for aw15. A hit for womenswear was the colour pop superdry sport range, an all-new series of running gear encompassing all the gym essentials featuring bright fabrics and vibrant trims.

Then, of course, there was the bowling – competition was heating up throughout the evening, as press competed to be top of the leaderboard.

The collection will be available in stores for autumn winter 2015.

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it’s official, we’re teaming up with internationally-recognised actor Idris Elba to create a brand new collection for autumn winter 2015.

The actor who has stared in tv series Luther, the critically-acclaimed Mandela as well as Marvel’s Thor is going to collaborate on a new collection with our co-founder James Holder.

More details about the collaboration to come!

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The first track to feature in volume 2 of our emerging artists is from London based rock/r’n’b artist Greighwolfe. Relatively new to the scene, he’s spent the last 5 months performing in the UK and in the States, recently playing at the renowned SXSW festival. All of his tracks from his debut EP ‘Black’ are up for free download via his soundcloud - well worth a listen – oh and a live recording from an Okay session recorded late last year.

Next up is from Aussie born George Maple. We’ve been playing out her tracks since we spotted her beautiful debut track ‘Fixed’ a couple years back (not forgetting the Maribou State remix!). Releasing work on Australian label Future Classic that never ceases to disappoint with countless talent.

Kali Uchis, third track in – she’s been working with the likes of Tyler, The Creator, Kaytranada and BADBADNOTGOOD on production, it’s no surprise that Snoop Dogg has just snapped her up on one of his tracks. We really like her work and is helping us feel that summer is only around the corner – especially with her track ‘Know What I Want’.

Further down we’ve featured the indie four piece Flyte with their latest release ‘Light Me Up’. We caught a gig of theirs a few months back with support from ‘MOVIE’ – who we featured back in our November update – a solid performance from the all the boys. They’ve been booked to play at one of our favourite UK festivals Secret Garden Party in July.

Closing our playlist is a track from the Gilles Peterson curated remix album of Melanie De Biasio’s ‘No Deal’. Our favourite remix of the album comes from the incredibly versatile producer and rapper Jonwayne. The album features remixes from EELS, Seven Davis JR, Clap! Clap! and The Cinematic Orchestra – definitely worth checking out.

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