This week the Superdry AW12 press day was held at The House of St Barnabas in London’s Soho square! Showcasing the key looks for the next season to fashion editors, we were excited to set-up outfits and displays which our designers have been busy creating over the past months.

Our classics have been reworked, taking our existing collection to a new direction. Durable and hard-wearing outerwear along with fresh cuts and prints are all to look forward to for AW12!

Check out our pics from the day – the Superdry cupcakes on offer were especially popular!

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We’re super excited that Danish DJ, music producer and friend of Superdry, Kato has been busy working with US rapper Snoop Dogg on their new release ‘Never let you go’.

Lending his vocals to the track is Branson Beal who along with Kato had a blast collaborating with rap royalty, Snoop Dogg, who’s worked with big names; Dr. Dre and Katy Perry!

A huge fan of Superdry; we were lucky to have Kato at our Aarhus opening back in November last year much to our shoppers’ delight! We wish Kato luck on his upcoming album, which he is adding the finishing touches to, we see big things in the future for him!

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Friend of Superdry and star of the big screen, William Moseley has been busy working on numerous projects since he last popped in to visit us at Superdry HQ. The Narnia star’s been tackling genres which will see him take on more intense thriller roles as well as comedy.

“I just wanted to thank Superdry for their kindness in helping out with my new film ‘Run’. ‘Run’ is a coming-of-age crime thriller (with elements of Parkour) set in the streets of Brooklyn. The film was shot in 20 days on a tight budget. The costume designer was down to the wire and needed some clothes for the film so I got in contact with Jimeee Meigh at Superdry and, with the help from Rachel from the New York offices, I picked up the clothes that very evening. Run, which is shot for 3D, also features Eric Roberts, Adrien Pasdar and Kelsey Chow. We had one of the best freerunning teams in the world, Tempest, working on the film, so get ready for some amazing Parkour!

I’m shooting a film over the summer which is possibly the opposite to ‘Run’. It’s a comedy set in Victorian England where there is mistaken genders and conniving relatives. It should be great fun, much in the tone of ‘Much a Do About Nothing’ or ‘Twelfth Night’.

I’m currently living in Los Angeles, so every day, something new is happening. I will update with things as they move along.

Thank you again Superdry.”

We wish William luck on his future projects and look forward to a trip to the movies to catch ‘Run’. The film will be taken to the festival circuit this year before it’s released!

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Last month, model Tia Greve Petersen stopped by at our showroom in Denmark to select some inspirational pieces for a promotional photo shoot to add to her portfolio. We’re delighted to see the final photos from the shoot!

Taken at the Kavin Studios in Aarhus, Tia and stylist Noah Kanber worked on a grunge/boho theme, which was projected perfectly with the rustic bare-bricked background of the studios.

With photographer Mikkel Suppras Kjeldsen clicking away behind the camera, Tia modleled a variety of Superdry outfits. Her first was made up with the Olympic Ringer vest , Lumberjack Twill shirt and cut-off denims. Her second look was put together with the Orange sewn Tin Grandad top, layered under the Superscout shirt and finished with the Dirt Trials jacket. Teamed with cut-off denims again and chunky boots to complete the outfit, it certainly injects attitude into the style.

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A few weeks ago, we set-up home in Oxford Street’s Vision Express where we now have our own shop-in-shop offering our latest optical frames.

Our dazzling, sleek black display can be found nestled among the bright-white displays in Vision Express where Superdry favourites such as the Jetstar, Caine, Depp and Navigator frames, to name a few, are available at the central London opticians.

The timeless, vintage-inspired frames are distinctive as each top brow comes with authentic, laser-cut Superdry branding. Bamboo temples, unique front trims and keyhole bridges are found throughout the collection.

If you’re in the City and pass by, pop in and give them a try!

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It’s been almost six months since we last had a chat with Superdry-sponsored cyclist, James ‘Hank’ Lowsley-Williams, so we hopped on our Superdry 10-Speed and tried to track him down! With a schedule that includes rigorous training, being an ambassador for Team UK Youth and competing in a whole host of races, we managed to grab five minutes with James to ask what he’s been up to.

“The start of this year was eventful to say the least! After meeting the full new Team UK Youth 2012 pro team, I was flying out to Florida to stay with Formula One legend Nigel Mansell for a fun yet extremely hard-working, three-week training camp; it certainly wasn’t a holiday. Shortly after that we were back on the road again, only this time we were heading to Gran Canaria.

The team and I were involved in two gruelling training camps to increase our base fitness. Every day was spent on the bike and that included a lot of mountain climbing! Despite it being my first experience of a proper structured training camp, it was a great chance to spend time with the new team and prepare for our upcoming races.

We swapped the sun for Southampton where it was time for the first of our two races, called the Perfs Pedal road race. All of Team UK Youth came out of the blocks guns blazing and the team managed to set our sprinter up for a great first win of the season.

Next it was time for my first UCI PRO RACE over in Holland, called the ‘Ster van Zwolle’. With over 200 competitors and 170 km to cover, we knew the race was going to be tough. The crosswinds meant groups of cyclists were scattered all over the road, but we didn’t let that put us off. We were averaging over 48 kph.

This is going to be a great year for myself and Team UK Youth and I’m glad that Superdry are there to share it with me!”

We certainly are, James and we’re behind you every step of the way!

Photographs copyright Adam Tranter
www.fusion-media.co.uk

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There’s been a tonne of activity happening from Superdry Scandinavia. Popular actress Mille Dinesen has landed the leading role in the new Danish television series ‘Rita’ and she’s been flying the Superdry flag!

The series follows a rather wayward and intrepid teacher who divides opinions in the schoolyard. Seen wearing Superdry every day at school; she is undoubtedly one of the popular teachers with the students.

Actress Mille Dinesen is best known for playing Nynne in the Danish version of ‘Confessions of a Shopaholic’ known as ‘Nynne’s Diary’ in Danish.

You can catch the series on TV2 on Thursdays at 8pm!

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New face in the fashion world, Tia Greve Petersen and stylist Noah Umur Kanber made a visit to our Superdry showroom in Denmark to be inspired by our collections for a photo shoot.

Tia and Umur favoured the Superdry layered look and worked on creating a boho, grunge theme; picture big curly hair, golden skin and clashing prints all effortlessly pulled together with our lumberjack shirts, chunky hobnail boots and jackets. Newly signed to one of the most established modeling agencies in Scandinavia, we can’t wait to see Tia styled in Superdry with the help of Noah’s interpretation of the pieces to fit the theme. We’re top of the list for a sneaky peek of the shoot, stayed tuned, we’ll be sharing them with you too!

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Nails have leapt into the limelight again this season and SS12 catwalk trends are awash with a spectrum of colour and intricate finishes!

Superdry has channeled the trends as our latest colours offer glam-rock tones with wine and berry shades; think crushed glitter rocks and deep plummy overtones. Update your natural colour palette with shimmering metallics – a nod to the treasure trend with our amazing bronze and charcoal shades, and not forgetting hot-pop, eye-catching shades.

Superday nail varnishes are super long lasting and easy to apply with a smooth, polished finish. A wide range of colours will mean you’ll be spoilt for choice!

All colours are super wearable and available in stores and online now. Get ahead of the fashion pack and get nail-trending!

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