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!

  • Facebook
  • Twitter
  • StumbleUpon
  • del.icio.us
  • Reddit
  • Digg
  • email

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!

  • Facebook
  • Twitter
  • StumbleUpon
  • del.icio.us
  • Reddit
  • Digg
  • email

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!

  • Facebook
  • Twitter
  • StumbleUpon
  • del.icio.us
  • Reddit
  • Digg
  • email

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!

  • Facebook
  • Twitter
  • StumbleUpon
  • del.icio.us
  • Reddit
  • Digg
  • email

Luxe.

The very name conjures up the image of finesse. The image of exquisite hand-detailed embellishment, unrivalled attention to detail, romantic crinolines and uncompromising silhouettes.

Born from a fresh and innovative British designer outside of the Superdry stable, Luxe is a range that gives femininity the edge, by way of a premium capsule collection juxtaposing extravagant dresses with luxurious loungewear.

But what truly elevates LUXE is the time, the craftsmanship and the inspiration that has gone into the curation of each piece; all hand embellished with locally sourced sequins and beads from the very place that inspired the collection.

Highlights include the Debutante dress – a classic sequinned silhouette with beaded neck and arm garniture; The Prom Dress – strapless with hand-sewn sequins and flared skirt, and the Academy Dress – A sleeveless jersey dress that effortlessly emphasises a hand-embellished beaded neckline and pleated waistline.

The aforementioned luxurious loungewear, comprised of hoods, tops, crews and more are the LUXE wardrobe staples. All pieces were put through various processes to compliment the beading and give a super-soft under hand feel.

The line, designed exclusively for women, is a true showcase of affordable luxury this party season and is available across 34 stores nationwide and online at superdry.com.

  • Facebook
  • Twitter
  • StumbleUpon
  • del.icio.us
  • Reddit
  • Digg
  • email

WIN A TRIP TO ICEHOTEL

As winter grips the northern hemisphere, we thought we’d embrace the cold and give one lucky fan the holiday of a lifetime!

Say hello to ICEHOTEL, one of the most magical hotels in the world.

Situated 100 miles north of the Arctic Circle, ICEHOTEL is rebuilt annually from ice cut from the frozen Torne river and the resulting spectacle is something from a sci-fi series: 137 bespoke hotel rooms, an equally jaw-dropping ice chapel and the iconic icebar, where even the vodka is served in an ice container!

You and a friend will be transported via snow mobile from the airport to ICEHOTEL in Jukkasjärvi, where you will spend two days and nights sampling a number of sub-zero delights, such as learning how to ice sculpt, attending the icebar and if mother nature is kind, witnessing one of nature’s most majestic sights: the Northern Lights.

To enter the competition head over to Superdry.com!

Check out the official ICEHOTEL website.

Entries close at the end of January 2013.

  • Facebook
  • Twitter
  • StumbleUpon
  • del.icio.us
  • Reddit
  • Digg
  • email

We’ve finally reached December and that means one thing: IT’S CHRIIIIIIIIIIISTMAAAAAAAAS!!

To celebrate, we’ll be donning our Santa hats, getting festive in our favourite Christmas knits, sticking on the christmas CD and watching the best christmas films we can find on the box! (all whilst stuffing our faces with mince pies!)

The studio chat this week has been about our favourite Christmas films so we’ve done a bit of a round up and found out what everyone’s fave chrimbo flick is. Here goes!

Adam, our Graphic Design superstar is all about Miracle on 34th street, whilst Steph, our Social Media Assistant is loving a bit of The Muppets Christmas Carol.

Elli and Kat from the Marketing Team can’t get enough of Will Ferrell in Elf!

Daisy, our lookbook co-ordinator is a bit of a stickler for the childhood classics and loves Home Alone (the first two – 3 and 4 were rubbish!)

Some other random ones on the list include Mrs. Doubtfire, Harry Potter, Chicken Run, the Snowman and, wait for it…Overboard!

So for the next few weeks we’re going to be festive film fanatics. Let us know on Twitter and Facebook what ones you’ll be watching!

  • Facebook
  • Twitter
  • StumbleUpon
  • del.icio.us
  • Reddit
  • Digg
  • email


The Dutchess of Cambridge’s sister is no stranger to Superdry – earlier in the year, she was spotted in a pair of our denims looking oh-so-fabulous in Central London.

Pippa, whilst visiting pregnant Kate with brother James, was seen wearing our now sold out Classic Mackintosh in Stone. Never fear though, you can still get her look in our Vintage City Mac.

She paired the jacket with a pair of boots similar to our Roper Boots and an oversized leather handbag.

Images courtesy of Daily Mail

  • Facebook
  • Twitter
  • StumbleUpon
  • del.icio.us
  • Reddit
  • Digg
  • email

2013 will be a beautiful year for Superdry as we’re set to officially expand our existing beauty line with an incredible range of premium cosmetics!

Unveiled to the world’s beauty and fashion press today (Thursday 30th November 2012) our all-encompassing collection is set to feature all the products you’d expect from a beauty collection; including eye shadows, blushers and bronzers, mirrors, tweezers and a nail refinery kit.

We couldn’t help but bring all our fans the news and it’s certainly something we’re excited about!

The real question is…..can you all wait until February 2013 to get your hands on it?!

  • Facebook
  • Twitter
  • StumbleUpon
  • del.icio.us
  • Reddit
  • Digg
  • email

It’s that time of year again where we’re thinking about Christmas and getting those all important gifts under the tree.

We know how hard it can be to find the perfect gift, so look no further than our his and hers gift guide. For your secret santa presents to finding the one you love that special something – we have it covered.

We have the perfect stocking fillers and the products you all know and love to keep you warm this winter, including our collection of gloves, hats, scarves and snoods – A great present for a cold winters day.

Want to show that special someone you care? Why not check out or winter knits or our new women’s and men’s fragrances? They’re bound to put a smile on their face.

Wether you’re looking for the perfect pressie, secret santa gift, stocking filler or fancy spending some money on you (it is the giving season after all!) you can find it all under one roof at Superdry!

  • Facebook
  • Twitter
  • StumbleUpon
  • del.icio.us
  • Reddit
  • Digg
  • email