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.
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!
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
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!
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.
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!
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!
Superdry’s reputation as a unique urban clothing brand, with an unrivalled level of detailing has been further achieved with the launch of our men’s and women’s Regent Street and Online exclusives.
As anyone who has visited our Regent Street store will tell you, we now offer much more on top of the items you’ve already come to know and love. The embellishment and detailing of our exclusive military-inspired collections range from the affordable to the opulent and from the elegant to the extravagant. Our designers worked tirelessly to ensure that the detailing, motifs and military styling were as true to the originals as possible, paying homage to the timeless designs. But, of course, in true Superdry style, we added our own contemporary twist to the inspirational classics!
These exclusive lines include the much-sought after men’s Despatch Riders jacket and belted Waxed Carburettor jacket as well as the women’s jewel-colour lined Wren Coat and our statement piece – the full-length Officers Coat!
One thing you can be sure of is that this collection truly showcases the future direction of the Superdry brand.
Find out more about our International Flagship store here.
The values of British tailoring alongside Japanese and vintage Americana influence has finally been woven onto the streets of Sandton City, as Superdry launched its first stand-alone store in South Africa!
The November opening of our highly anticipated store at the Sandton City Mall started with a bang, as guests were entertained by the funky tunes courtesy of DJ Euphonik! In true Superdry style, we provided a host of delicious cocktails for our fans to enjoy as they eagerly laid first eyes on the brand spanking new collection. A great time was had by all who attended, many of which have returned to the store, two, three and even ten times (we recognise our regulars)!
Don’t forget you can keep up-to-date on all our latest activity on the go by liking our South Africa Facebook page. Offers, competitions and the latest Superdry exclusives are just a click away!
The massive bi-annual fashion tradeshow Bread and Butter took place for its third consecutive year at the Tempelhof, Berlin. A team of Superdry HQ staff hopped on a plane to show off the new AW12 collection at the event! Our PR Coordinator Amy Campbell reports on her time there.
“The show is a great place to catch up with press and marketing contacts from the UK. The Press Office team met with editors from Cosmopolitan, Company, Men’s Health, Super Super and Shortlist, to name a few, during our trip.
Everything looked amazing, the stand with its iconic rusted metalwork (which can be seen from every angle in the venue!) and, of course, the clothes! It is always really exciting to see all the new lines come to life; my favourites were the punk-inspired graphic tees and the heritage tailoring – think amazing tweeds with jewel-coloured lining. Sitting alongside the new product were some old favourites; the Dry fragrances and Optics were really well received.
The biggest trend during the show seemed to be the ‘Dandy Cowboy’…lots of denim and vintage Americana looks – which of course suited Superdry down to a tee!”
Our latest SS12 stock is already making its way to our stores and on our website. Which pieces are you most excited about?!