The fashion elite have been on top form during London Fashion Week 2013, and never one to miss a fashion and beauty opportunity, we were there too.

Before heading to the capital, we caught up with our in-house stylist, Natalie, to find out what she thinks the capital’s fashionistas will be rocking.

She told us: “The sports luxe trend and neon are huge for spring/summer and so easy to create with some wardrobe staples.”

And as predicted, that’s what we saw!

Amongst all the bright neons and contrast prints we showed off our new Superdry Beauty collection to a host of of hand picked bloggers, including Bunnipunch, Dutchess Roz, Really Ree, Acid Brights and Glam and Glitter to name a few.

We particually loved the way Lois shone bright in her Shore sweater crew and how Monica from The Elgin Avenue styled her Icarus knit.

And if that wasn’t enough, Made in Chelsea stars Rosie Fortescue and Oliver Proudlock stopped by to have a look and took time out of their schedule to have a sneaky photo, too!

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The music industry’s finest gathered on the red carpet in London last night for the 2013 Brit Awards and what a stylish red carpet it was!

Fashion wise, we absolutely loved what we saw. (click the images if you want to get the look!)

Justin Timberlake was looking, and sounding, as sharp as ever during his preview of his new track, “mirrors” and the One Direction boys… well when do they ever fail to please in the style department!

Taylor Swift undoubtedly dropped many jaws in the O2 arena whilst Emeli Sandé went for a more subtle, but no less stylish look.

Images from digital spy

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There are love hearts, roses, cards and all things lovey-dovey here at Superdry HQ today – we guess the fact that it’s valentine’s day has something to do with it.

So, with this in mind we took ourselves off around the creative studio to find out which Superdry items the design team love.

It seems that the Superdry + Timothy Everest Town Coat and the Skinny Denim Jacket are the favourites amongst the Social Media team, whilst the graphic design boys are loving the graphic print tees. (no surprise here!)

At the forefront of all things fashion and style, the PR team are all about our LUXE collection. The Sorrority Vest and Debutante Sequin Vest are top of their list.

However, in true PR style, they’re not one to be without their accessories.

They recommend pairing LUXE with a Smokey Eye Shadow or the Rebel Red Lip Paint for a high-fashion look that’s bang on for SS13.

But that’s enough about what we love. Which Spring Summer piece do you love?

Let us know on our Facebook page!

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Party in the city where the heat is on, all night on the beach till the break of dawn. Welcome to Miami, Bienvenido a Miami!

That’s right. Superdry are giving you and 5 friends the chance to win a week-long party in Miami that includes return flights,  a 5 night stay in a private villa, a Miami Party Pass with unlimited entry to top miami clubs, a Biscayne Bay cruise AND a $1000 VIP shopping spree at Superdry Miami, located at the heart of Miami Beach!

To be in with a chance of winning, first pick your jaws up off the floor (we know, it’s an amazing prize – we were tempted to go ourselves!) and enter over on our Facebook page.

Just remember to keep your fingers crossed!

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We’ve been waiting for a bright and sunny day to tell you our news, but we couldn’t wait any longer!

Our Spring Summer 2013 collection is now in-store and online.

We’ve taken our men’s and women’s classics that you have come to love and injected a Spring/Summer aesthetic to get you ready for when the weather finally warms up.

Let us know what you think about the collection on our Facebook page

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Like Superdry, ICEHOTEL in Jukkasjärvi, Sweden is driven by inspiration and creativity; something that played a huge role in our decision to choose it as a location for our winter competition.

Located within the Arctic Circle, deep in Sweden’s tundra, you and a friend could win an unparalleled ICEHOTEL experience with activities such as the chance to ride on a snowmobile, trying your hand (or chainsaw) at ice sculpting and the potential to see the breathtaking aerial light show that make up the Northern Lights.

And of course, who would forget the hotel itself.

We were lucky enough to secure an interview with Arne Bergh, the Creative Director of ICEHOTEL and a member of the Art and Design Group at ICEHOTEL since the early 1990s. Arne is one of the major players behind developing the design, architectural and building techniques that have enabled ICEHOTEL in Jukkasjärvi, Sweden to remain best in class.

Superdry asks the questions:

Superdry (SD): “The idea of having a hotel made entirely of ice is pretty out there. Were there initial concerns that the idea might be too unique?”

Arne Bergh (AB): “I would say it is the opposite. Every year, ICEHOTEL is reinvented with a unique look and feel to it and that is what keeps us being innovative and carrying on pushing the boundaries of what can be done with ice and snow.”

SD: “Talk us through the design process. From inception each year, how many people are involved and how long the ICEHOTEL takes to build from conception to fully operational hotel?”

AB: “In March and April we harvest the ice from Torne River that we will need for next year’s ICEHOTEL. 5000 tonnes of ice are stored indoors over summer in minus six degrees Celsius. In October we start building and in November artists arrive from all over the world to build their design concept sketches. About 100 people – artists, builders, light engineers and ICEHOTELs Art & Design Group work intensely over about seven weeks until the ICEHOTEL stands ready to open the doors to its first guests in the beginning of December. It remains open until mid-April when it melts back to the river and we return what we’ve borrowed to Torne.”

SD: “How much ice is used to build ICEHOTEL?”

AB: “1,000 tonnes of Torne river ice and 30,000 cubic meters of “snice” – a blend between snow and ice that we make using Torne river water and snow cannons. It is more solid and stronger than snow but has better insulating properties than ice. The snice is what we use to make the vaults and corridors.”

SD: “Every year completely bespoke rooms are constructed – can you give us a flavour of some of the designs for the hotel this season?”

AB: “Contrasts! We never use a theme for designs at ICEHOTEL – the focus is on using Torne river ice as an art material. This year we have some galactic inspired suites – one with UFOs landing in the Arctic Taiga forest with the Northern Lights sweeping the sky above, and one that looks like the interior of a spaceship. We have one with raindrops and a minimalistic French cubic design. One suite gives the impression you are standing inside the belly of a blue whale. New for this year are the Northern Light suites which are designed in-house by ICEHOTEL artists. They are light installations simulating the Aurora Borealis across the ceiling of the room, so you can lay in bed and look up at the lights.”

SD: “Like a graffiti artist, whose work is notoriously short-lived, is there any sadness that such beautiful and time-consuming designs will melt and vanish after only one season?”

AB: “I don’t see it that way. In my view that is what keeps it interesting, and also it means that you can continue to push yourself and try new ideas – like the northern Light suites this year for example.”

SD: “ICEHOTEL promises an experience like no other. Can you give a flavour of what people staying in ICEHOTEL can expect through the course of their stay?”

AB: “I think the pre-conception people have of what a night in a hotel made of ice and snow might be like is very different to the experience they have once they’re there. What I’m often told is that it is not as cold as people expect, and that the experience is quite surreal because it is so quiet and tranquil in there.”

Thanks Arne!

The competition ends soon; so enter now to be in with a chance of winning this once-in-a-lifetime ICEHOTEL experience!

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We’ve been following the rise of Team UK Youth cyclist James Lowsley-Williams for a while and were delighted to see James getting even more recognition with a mention in leading Cycling publication Cycling News.

We last caught up with Superdry-sponsored James back in February after a vigorous three week training camp in Florida. It’s great to see how far he has come in such a short time and how his career is progressing. Merging talent, hard work and some legendary mentors (Magnus Backstedt and former Formula One World Champion Nigel Mansell), James is now part of Team UK Youth, and, as he explains to Cycling News, plans on working his way up the team pecking order.

And not wanting to let James get away without talking telling us a little more about him, we asked him a few quick-fire questions, with Twitter-like answers of 140 characters or less. (We are a Social Media team after all!)

Are you a street shopper or and online buyer?

I shop on the street as I like trying clothes on.

What’s your essential item of clothing?

Living in England, a good hoodie or nice jacket.

What has been your proudest career highlight

Probably coming in the top 5 in the National Track Championships competing with Olympic and World Champions.

What’s your favourite mobile app?

You can’t go wrong with angry birds when you do a lot of travelling. It’s a great time killer.

What are you looking forward to over the next six months?

The hot weather training camps and the forthcoming big races abroad. 2013 is going to be a great year. I cant wait!

What’s your typical day-off outfit?

Some good Superdry joggers and a T-shirt (comfy and relaxing).

Who is your hero?

My grandfather. He really is amazing and he wants me to ride the Tour de France so he can get a Winnebago and follow; visiting all the nice restaurants.

That’s all for now, but thanks James. We’re looking forward to catching up later on in 2013!

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It’s a new year and with that brings pangs of guilt about how much we ate and drank over the holiday period. So that got us thinking; “there’s no better way to get back into the ‘i’m off to the gym’ frame of mind than to treat ourselves to some chic and stylish Superdry sportswear!”

We reckon that even though you’ll be at the gym, and working up a sweat, you should definitely be wearing something that’s as fashionable as it is functional, and our selection of men’s and women’s joggers make the perfect gym buddy!

If that’s not motivation enough, we don’t know what is!

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We’ve survived the first week of January and are steadily getting back into our old routines.

To celebrate the new year, we’ve been talking about breaking our new years resolutions!

Superdry Carl’s resolution is to #EatCleanFor2013. – Continuing his “six-pack by 2015″ challenge that he has a £50 bet on!

Superdry Steph’s resolution is to see things more positively and not focus on the negative things in life (Woah, man! That’s deep!)

Other things mentioned in the office include giving up chocolate (yeah right!) and to hitting the gym (Every. Single. Day). There’s also talk of money saving, making the most of 2013 and getting on a mission to see as many countries as possible!

Find us on Twitter or Facebook and let us know what you’re resolutions are for 2013!

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WOW! What a year it’s been.

The new year celebrations had barely come to an end before we announced the grand opening of our first store in South Africa and invited our fans to carry on the party and join us at the opening.

This was quickly followed by a trip to Germany to showcase our AW12 collection to the forward thinking fashionistas at Bread and Butter, Berlin!

Amongst all the globe-trotting, we didn’t forget about our newly-opened international flagship store at home in London, as this was soon to be the home to our SS12 collection. (we were getting a bit TOO fed up of the grey and wet winter period so couldn’t wait for a bit of colour!)

With SS12 and accessories in mind, our new range of coloured nail paints, men’s fragrances and optics frames landed both in-store and online, and brought the finishing touch to any kind of look. Our ‘Officer’ frames even won the title of “frame of the year 2012″ at the optician awards – something we’re extremely proud of but don’t want to brag about!

As our fans were getting excited about their summer holidays, we showcased our AW12 collection to the UK’s fashion press at St Barnabas in London’s Soho Square to give a sneak peek into the direction we were heading later on in the year. Tommy Guns’ salon opened its doors in the lower ground floor of our Regent St store and we celebrated the best way we know how – by throwing a huge party  with our our friends from GQ, FHM, Mens Health, Company, Cosmo and Elle to name but a few!

June was a huge month for us at Superdry as we launched our exclusive footwear collection with Joseph Cheaney & sons, but also collaborated with ex saville row bespoke tailor Timothy Everest. The First store in Colombia opened its doors to fans in the south American country and our Superdry morgan 3 wheeler dashed across the states in the Gumball 3000 *phew!*

We also added a few new names into our “Celebs wearing Superdry” roster as Thor actor Chris Hemsworth was spotted out and about in our Brad leather jacket and academy boots and Rita Ora looked fab in our denim shorts on the cover of Notion magazine. The Saturdays beauty Frankie Sandford was spotted in a pair of our Standard Super Skinny Denims on a hot (yeah, we couldn’t believe it either!) day in London. We were nominated for 3 (yes 3!) company fashion awards! – Thanks for the love #superfans! We created a “superseat” to raise money for Jamie Oliver’s Better food foundation and showed our fashionable faces at Vogue Fashions night out in both Westfield and our Flasgship store in London.

Manchester United football legend Rio Ferdinand spent some time at our flagship store and went for a spin around central London in our branded Morgan 3 wheeler, the Olympics began on our home turf and we backed Team GB all the way to the medal tables, we also caught up with James Lowsley Williams to see who inspired him and how his UK youth pro team was getting on – what a great year to be an athlete!

Yummy mummy Fearne Cotton was spotted in our Tassel Cardigan on the way to the BBC Radio 1 studios, our favourite crazy extreme sport loony, Felix Baumgartner wore one (of his many) Superdry tees just hours after jumping from the edge of space! We said goodbye to Dave, Sam and Jake, our student ambassadors after a busy (and very loud) 8 weeks of interning and we congratulated our sponsored Moto GP2 driver Marc Marquez on winning the season! (and Superdry Steph – our social media assistant celebrated her 23rd Birthday!)

Regent Street was once again where it was at early December for our student lock-in. Joined by Ministry of Sound, we toddled off to London to mingle with Students, and we even saw beauty Pixie Lott earlier in the day mooching through the rails of the store! (good choice, Pixie!) The Philippines had a fantastic launch event in Manilla and started as they mean to go on! We rubbed shoulders with celebrities in Liverpool for the MOBOs and fell in love that bit more with the talented Emeli Sande. We threw yet another event in the form of our SS13 press day upstairs in our Regent Street store with some fabulous celebritys, bloggers and magazine editors to show off what we have to offer next season. TOWIE’s Lydia bright instantly fell in love with our tassle cardi and Chip diddy chip couldn’t put down our brad leather jacket! X Factor judges Nicole Sherzinger and Tulisa were both spotted in Superdry! Tulisa paired her stacker classic hood with a pair of denims, and Sherzy went casual in a pair of joggers and a hood and our fishermans beanie on a seperate time when visiting our flagship store. We showed our new range of make-up off to the beauty press and have been recieving a lot of love for the lipsticks, lip glazes and eye shadows to name a few! (And Superdry Carl, our Social Media Co-Ordinator celebrated the last of his 20′s!)

So here we are, into December and it feels like a crazy year having it all wrapped up. Recently, Lawson can’t get enough of their Christmas knits or leathers, Chris Hemsworth still loves his academy boots and Rhys Ifans is another fan of our leathers and we’re getting excited about christmas. We’ve been donning our cable knit beanie, cosy coats and fairisle mittens to bear the cold.

As always, we’ll keep you updated with everything that goes on here at SDHQ, but we wish all of our fans a super Christmas and a brilliant new year.

Here’s to 2013!

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