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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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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With Superdry Rugby hitting the shelves and with the Rugby season well and truly underway we caught up with Gloucester Rugby Fly Half, James Hook to ask him what is next, any tips he has and his greatest rugby moments.

Superdry: If there were six things you could tell any rising rugby player, what would they be?

James Hook:

1- always follow your dreams.

2- keep practicing even when nobody else is.

3- listen to your family, friends and coaches and always be willing to take on good information and ignore bad information.

4- don’t let setbacks get in the way of what you want to achieve.

5- recover and eat well to give yourself the best chance possible.

6- most importantly play with a smile on your face, enjoy and remember it’s only a game.

SD: Earlier this year, James Holder, our brand & design director was asked in an interview what his personal 10 commandments were; do you have one training commandment that you live by?

JH: I always make sure I prepare fully for each game e.g. know my roles/moves for the up and coming game and practice my skills/kicking during the week until I’m happy.

SD: There was a huge turning point for Superdry, when we went from being a one man band to the global brand we are today, what is the most iconic moment you’ve had in your rugby career?

JH: Winning 2 grand slams and a championship with my country and representing the British and Irish lions.

SD: We are heavily into our music, with new playlists released every two weeks on our SoundCloud profile, which six songs get you amped up for a game or that you are listening to at the moment?

JH:

1-Ed sheeran- Lego house

2-stereophonics-Dakota

3-matchbox 20-real world

4-avicii-levels

5-flo rider-good feeling

6-David guetta feat Rihanna -who’s that chick

SD: We are obsessed with our product, the detail, fabric, design – everything, you are a Superdry fan as well, is there a Superdry product you just couldn’t do without?

JH: The Superdry polos and hoodies oh and joggers!

SD: So the final question, you’ve just moved back to the UK to join Gloucester Rugby (just around the corner from Superdry HQ) but what’s next for you?

JH: To keep improving as a player, keep building as a team with Gloucester Rugby and try to make the squad for the up and coming World Cup with Wales.

Our #SuperdryRugby collection is now available online, to be in with a chance of winning a shirt enter our competition on twitter, share your favourite rugby moment using #SuperdryRugby and @Superdry to be in with a chance, enter here.

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last week we launched the first of this month’s playlists, with some chilled out tunes to ease you into february. the playlist kicks off with Sydney based, hayden james’ ‘something about you’, this is his second track and he’s already being picked up across the uk, australia and the us; not surprising since he has been signed by one of the biggest labels in australia, future classic. next we’ve got e.doza’s silky edit of london based vocalists lauren k. faith’s track ‘without you’ a captivating and enticing remix.

this month’s playlist is a blend of modern synthetic tunes with old school classic guitar, piano and drum beats.  like our next track ‘the night’ from brits andy and james, better known as honne, who are definitely one to watch in 2015. have a listen and you’ll see why.

then it’s over to the two talented young americans with ‘trophy v6’. 14-year-old willow smith schools us in mellow beats, overlaid by vocals from big brother jayden smith, damn the smith household are talented! to finish up mr carmack’s new beat ‘fluxxed out’ while the last song on our playlist is a soulful track ‘coming home’ from texas based leon bridges.

each month we’ll be releasing two new playlists with all the music we are listening to as well as some of the tracks that are played in store… subscribe to our soundcloud channel, superdry sounds, for the latest playlists.

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Last week we kicked off London Collections: men with an alpine lodge inspired set, filled with 18 models sporting our autumn / winter 2015 collection. check out all the action behind the scenes as we build, paint and dress the set as well put our models through hair and make-up for the final, seemingly effortless, presentation!

Autumn / winter 2015 will be available in stores later this year

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On Thursday 8th January we kicked off London Collections: Men with The British Fashion Council, with an exclusive preview of our Autumn winter 2015 collection. Featuring new additions to our Superdry Snow collection as well as launching a brand new collection, Superdry Rugby (full details to come) All hosted in an alpine lodge inspired set with 18 models and guests including, British Fashion Council members, Caroline Rush, Dylan Jones as well as Oliver Cheshire, England Rugby captain, Chris Robshaw plus Lilah Parsons & Pips Taylor!

Check out all the highlights here…

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Mens style site, TheChicGeek.co.uk, founded in 2009 has rapidly become one of the biggest and most respected in the UK, last night Marcus Jaye, the man behind the blog, joined us as we kicked off London Collections: Men with The British Fashion Council. Find out what he thought of our Autumn Winter 2015 collection and Alpine Lodge inspired presentation in our Regent Street flagship store…

“On the eve of London Collections: Men, a.k.a. London men’s fashion week, Superdry, in association with the British Fashion Council, unveiled their latest Autumn/Winter 15 collection in an exclusive event above their flagship store on Regent Street.

Transforming the space into a cosy timbered Alpine lodge with the obligatory moose head above the fireplace and antler chandelier, an imaginary crisp mountain air gave London a refreshing blast of Superdry ski and après-ski style.

Sitting on fur throws, the 18 models, dressed in the latest must-have pieces from Superdry, offered everything you’d need in terms of cold weather style.

New additions to the ‘Superdry Snow’ capsule range were previewed, pushing Superdry’s mountain-sports offering to new heights with many items designed to work on and off the piste.

From duffle coats with technical toggles and quilted linings to army-green flight jackets with faux-fur hoods, the new A/W15 collection didn’t disappoint on its technical and aesthetic details.

Inspired by such iconic menswear themes as the ‘Gentleman Explorer’, ‘Classic Military’ and ‘Gym-Class Hero’, the new collection cleverly combined youth and sport with a refined style and finish.

Accessories included thick-knit marled beanies and matching gloves, Nordic printed scarves, ski goggles and canvas rucksacks. The Union Jack ran throughout, reflecting Superdry’s British roots, and other details, such as enameled buttons and monogrammed denim, showed the subtle attention paid to each piece.

The appreciative audience, which included England Rugby Captain, Chris Robshaw, model, Oliver Cheshire, and presenters Lilah Parsons and Pips Taylor, left coveting the Superdry chalet chic look long before the first snowflakes start to fall next winter.”

Thanks for joining us to kick off London Collections: Men last night

#SuperdryLCM

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For a second time we are kicking off London Collections: Men, this time we asked you, our fans, to tell us what you wanted on our soundtrack. After a huge response, the final cut is ready, have a listen here.

Mayhem by Imelda May was chosen by blogger Memoirs of Another Day. Marius Rye picked Lazer Hawk, King of the Streets and Only Love by Anthony Green was suggested by Dale Gardiner.

Subscribe to our SoundCloud page for the latest tracks we’re listening to.

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What a year! 2014 has been incredible!

We kicked off the year as we meant to go on. A star-studded show at the Old Sorting Office for London Collections: Men, where we showcased our winter 2014 collection set the year on a roll. This was shortly followed by the opening of our Premium lounge in our Regent Street store, introducing personal shopping for the first time!

Things didn’t slow down. In March we announced that we would be heading to the Austrian alps for Snowbombing, to host the notorious arctic disco. Partying with Rudimental, Carl Cox, Skream and many more, it was the perfect place to launch our new winter 2014 collection #SuperdrySnow.

Our festival fever hit a high when we jetted off to Coachella to celebrate Poppy Delevingne’s hen do, with sister Cara and friends including Sienna Miller joining us for a weekend of music and Superdry.

In the midst of all that globetrotting we announced that we would be kicking off London Collections: Men for a second time with the British Fashion Council. Launching our summer 2015 collection to the press and to our fans, the night didn’t end at the catwalk. Infamous DJ Mark Ronson took to the decks to finish the night with a bang.

September saw us celebrate fashion with Vogue’s Fashion Night Out, offering personalisation on our leather jackets, a style talk from Lilah Parsons and an evening filled with music from the Fireflies. And the global domination continued with stores opening in Dubai, Malaysia and our first flagship store in Munich, Germany!

October was dubbed outerwear month as we introduced our biggest and most diverse collection to date, for men and women. November was huge – as the long awaited #SuperdrySnow collection, our first technical ski range for men and women, went into stores and online. So well-loved, it was already appearing in shoots with Vogue, GQ, Shortlist and many more! But it didn’t end there, we also extended our collaboration with Saville Row alumni Timothy Everest, with sequin infused styles for women and tie-lined jackets for men.

It has been a year of celebrity with stars such as Idris Elba, Naomi Watts, Nicole Scherzinger, David Tennant, Mark Ronson and many more all sporting their favourite Superdry pieces!

2015 is set to be just as big. In January, for the third time, we are holding the official launch of London Collections: Men, opening stores from Singapore to Hawaii and of course introducing new collections, all to be announced shortly!

Thanks for a great 2014, here’s to 2015!

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