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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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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It’s London Fashion week once again and the hottest fashionistas, bloggers, photographers and style-setters are sure to be out in force! We’ve been caught up in the flurry of excitement around the most fashionable week as AW12 is promising big things from the street-style look!

Inspired by the catwalk highs, we’ve put together two exclusive women’s and men’s Superdry Spring/Summer 2012 outfits that will see you through the seasons.

We’ve perfected the art form of layered dressing by teaming our waxed fly weight vest with a country flannel shirt and easy shorts. This layered style of dressing mixes an eclectic range of prints and materials to help form your unique look.

And marching in for the men’s look is our military inspired trials jacket paired with our foundry denims and trapper boots for a look that carries an unrivalled silhouette all year long.

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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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It’s been a good few months since we last had a catch up with our friends, Colour Vox (previously known as Hermes), the Gloucester-based indie/rock trio.

During the last few months, the boys have been busy working in America achieving continuous plays on American radio as well as their latest music video ‘Jack’ being played on the JBTV music show.

This month, Colour Vox are back in the UK and have two gigs lined up at Monto Water Rats, London, on 18th January and 8th February. We’ll be there to support them and hope to see some of you there too!

For more updates on the band, you can find them on Myspace, Facebook and Twitter!

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Very soon you will have the chance to see the world through Superdry’s eyes! The highly anticipated launch of our first Optical Collection guarantees a timeless range of frames that encompasses a vintage yet contemporary feel. Offering the Cat’s-Eye Daisy, half-framed Caine and the retro-inspired Depp frames you are guaranteed to find a style to suit you! No detail has been overlooked; a choice of bamboo temples, unique front trims and matt zinc finishes add to the sharp style, which puts a stamp on their classic status. Created by the company that has made glasses for legends such as John Lennon, Ozzy Osbourne and Stephen Fry as well as fictional icons such as Harry Potter and Indiana Jones, you will feel like a superstar in your own right with a pair of Superdry optics.

Get down to your nearest Vision Express to try on the range, and let us know which ones suit you best!

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Young cycling superstar James Lowsley-Williams, or “Hank” to those that know him better, is the talk of the office here at Superdry, thanks to his amazing cycling ability!

19-year-old James is part of Team UK Youth, a leading national youth work charity set up by Formula 1 legend, Nigel Mansell. Team UK Youth helps over 750,000 young people realise their potential through non-formal, accredited education programs and activities.

In James’ first race as a senior rider he narrowly missed out on 1st place of the under 23 category. Undeterred, he placed 30th overall, beating many of the best riders in Europe – a very impressive start to what looks to be a promising cycling career!

The Superdry-sponsored rider aims to represent Team GB at the 2016 Olympic Games and doesn’t seem content with anything less than a gold medal. And with a personal mantra of “if you put your mind and energy into it and if you want it more then anything, you can achieve it” it’s not hard to see why! Pictured above with his trusty super lightweight Cervélo bike, he wears one of his favourite products from the men’s collection, the brush cotton finished Lumberjack Brush Shirts!

We’re thrilled to have James on board and will keep everyone updated on his progress as it happens!

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Excitement is stirring in the run-up to the full unveiling of our latest AW11 campaign! Assigned to bring the new season’s collections to life is London based fashion photographer, Jacob Sutton, known for his inspiring and powerful imagery.

With the help of model/actress Clara Paget, Louis Simonon (son of The Clash guitarist Paul Simonon) and up and coming faces Hanna Sorheim and Tom Barker, the models along with the crew spent two days at a top London studio warehouse, showcasing Superdry’s signature styles.

Here are the first behind the scenes shots of the team working flat out on a variety of looks taken by our own photographer, Jimeee.

Get set for some chunky knits, premium accessories, fine tailoring and of course, classic Superdry outerwear. There will be a standout piece for everyone, ready and waiting to arrive for the autumn!

P.s. We’ve been included in Vogue Online’s ‘Best Campaigns’ gallery, check it out!

Below is the behind-the-scenes video from the day with interviews with the models! Join us on SuperdryTV for all our latest videos.

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It’s that time of year again….the Company Fashion awards 2011! Here at Supedry we have been nominated for three awards – best fashion retailer, best place to spend £150 and best jeans under £100! We would love some help from our brilliant fans and need your vote! Click here to get started, all entries will automatically be placed in a draw to win a VIP shopping trip worth £1,500!

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