The day finally arrived! This Saturday, our group of Superdry staff braved it to Canock Chase to take part in the Prima Challenge! At a grueling 5am start, the teams were set for their physical challenge on top of brain teasers thrown in along the way to pass each stage (mental arithmetics anyone?!). The team made it in one piece, without a participant turning up to work with a hobble or a limp on Monday!

Superdry raised just under £10,000 which goes towards textile industry workers in poorer communities. A massive well done to all who took part!

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Following our mens Track & Field look that we brought to you earlier this week, we now present our carefully selected womens look based on that same theme of college athletics. Focussing on products from our ‘laundry’ range, we have created a feminine look of retro Americana that is as iconic as it is eye-catching!

Start by slipping into the Laundry Capri Jogger in Illinois Marl with cracked graphic print on front, fold over waistband and tapered hems, then pull on a Laundry Crew Neck top in Typoon Red. Wrap up in a Laundry Zip Hood in matching Illinois Marl with drawstring hood, two front pockets with embroidered SD japan tab label to keep you warm on the way down to the practice courts.

Then tie up a pair of funky basketball inspired Super Series Lo Tops with canvas upper, branded outer sole and comfort insole and don’t forget to pick up your retro inspired Gymnasium Bag on the way out of the door!

We’ll bring you another look next week so don’t forget to check back regularly

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With temperatures set to rise within the next few weeks, this summer looks set to be a scorcher and with this in mind the season’s look wouldn’t be complete without a pair of Superdry shorts! With shorts fit for every occasion, this years collection of mens and womens Superdry shorts offers the modern fashionista more colour and versatility than ever!

For the guys our Heavy Core Cargo shorts offer the wearer a classic heavy short with a vintage wash, featuring a multi pocket design and complete with with a D-ring fastening belt – it’s great with a t-shirt or polo top. When it comes to going to the beach or pool this summer you’re in for a treat – we offer a huge colour range of the Logo Boardshort and Superdry Swim Short.

For girls wanting a more classic look we recommend our Polka Painting Short, a vintage inspired item with a cute polka dot print, perfect with a cami top or denim shirt. Another must have this summer is our Vintage Bale Mini Short which comes in a range of washes, perfect for a casual Americana-inspired look.


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One lucky winner from the New York University won a treat from Superdry to a $400 prize makeover in store last week! Every May, the New York University’s Office of Residential Life & Housing Services holds an end of year banquet for its student staff and this year Superdry sponsored the prize give away! The winner was Christina who was taken around the collection and dressed by our New York stylists in our latest summer looks. Christina looked gorgeous in our Vintage Alexia dress and was automatically drawn to our fun and flirty Vintage Thrift range as well as our skinny denims and lumberjack shirts!

Check out the pictures of Christina and the New York team!


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visit superdry.com
Superdry
Superdry mens
Crossover top - Dark marl / winter
Fives jogger - Denver blue / cream
College panel t shirt - clay
Gymnasium Bag - Black / Gunmetal
Fives jogger - Denver blue / cream
Super series hi top - light marl / electric blue sole
Track and Field - Warm days, cool breeze & heritage athletic style.
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Our latest instalment of Superdry style is inspired by American Track & Field heritage. This college-themed look has been made popular all across the world and continues to dominate the casual ranges season after season. Featuring comforting soft athletic garments with an abundance of nostalgic design elements, we have picked our favourite men’s items to bring the Track & Field look back into the spotlight.

Additions from Superdry for Spring/Summer2011 include the Gymnasium Bag with its cracked logo print, twin handles with a Velcro strap, and large single compartment. Step into Super Series Hi Tops with canvas upper, soft ankle edge, double rubber toe cap and branded outer sole, under a pair of Fives Joggers, featuring vertical leg stripes, appliqué thigh logo, drawstring waist band and embroidered back pocket logo patch.

Slip on a College Panel T Shirt with cracked Superdry Tokyo State print, cracked sleeve double hoop print and woven Superdry hem logo patch, worn under the Crossover Top, presenting front and rear print, sleeve stripes, ribbed cuffs & neck and distressed chest seam.

Womens Track & Field style coming soon!

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Let us introduce you to a local band and friends of Superdry, Hermes. We spent a morning with the Gloucestershire based band, where we invited them to our photographic studio for a few snaps before they become fully immersed in the studio recording of their new material.

Hermes is made up of members, Tom, 22, James, 18 and Greg, 20. A young band who have been lucky enough to see some of their tracks produced by Sean Genockey who’s worked with the likes of The Futureheads and Manic Street Preaches.  The trio, who cite their influences from Smashing Pumpkins to The Beatles, are a refreshing bunch who are avid fans of music from all genres. As a whole, the band describe their sound as ‘indie/rock with elements of experimental’.

They have been busy gigging the London circuit along with small pubs in Gloucestershire. The London gigs have been a turning point for the band, who managed to grab the attention of MTV whilst playing at Punk in Soho. Additionally, there is potential to go out to Chicago later in the year! Not bad for a fairly new band who’s newest member is drummer, Greg, who joined in November.

Donning our classic Superdry checked and denim shirts, they raved about the great fit and also favoured our new super series hi top footwear – beautifully modelled by the boys in the photo!

A CGI music video for the bands newest single, Jack, is scheduled to be released soon, stay tuned on their Myspace page for all the latest!

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The Welsh city of Swansea celebrated it’s opening at the end of April to a massive turnout! To mark the event, we offered the first 100 lucky shoppers an exclusive free Superdry tee in a tin. Staff worked extremely hard to make sure Superdry made an impact upon Swansea – our windows were awash with the bright backdrops from our latest campaign images. The eye catching fairground (recognisable from our Vintage Thrift campaign photography) is a feast for the eyes along with industrial accessories in the form of a car front, cogs and wooden crates.

We look forward to you visiting! Find us at Unit 24/5, Quadrant Centre, Swansea, West Glamorgan, SA1 3QW

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Above is a rather lovely picture of a very enthusiastic group of staff at Superdry HQ who are preparing for the Prima Solutions adventure challenge later this month! It is a very worthwhile cause run by Care international who work to create lasting change in poor communities. The Prima Challenge is set up for anyone who works in the clothing, footwear or fashion retail industries and a challenge it certainly is! Our Superdry team will complete a demanding 15km trail route, plus a 26km cycle, followed by a 1km canoe challenge on the river.

All money raised will go towards supporting Care’s social enterprise in Bangladesh where low paid textile employees will benefit from medicine aid and improved education.

We will be cheering for the team and wishing them all the best of luck! If you would like to donate, you can follow the link to show your support!

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We may have put a blues-themed look together, but your mood doesn’t have to match it! Focussing on our beautiful, iconic designs that define the Superdry look, we bring you the first regular pick of our favourite new items.

Featuring the Superdry Hi Number 54 T Shirt in Stadium Marl, wrapped in our classic Hobo Hood in matching Fools Blue you’ll never be caught out by the weather.

Then attract attention and show off that summer tan with our cute Vintage Bale Mini Short and complete the look with our brand new Super Series Hi Top trainers.

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If layering with Superdry t shirts, shirts, lumberjacks and gilets is the way forward in personalising your winter style, then your summer look is best accompanied by a range of accessories for that touch of summer flair. Our Superdry accessories collection really add style to an outfit and a definite Americana feel eminates from all of our products. Here we focus on three unisex items from our accessories range that particularly ooze summer style:

Our vintage Superdry caps are a classic item with their distressed finish and the iconic Superdry logo across the front. In the classic baseball style and featuring an elasticated headband and rear embroidered graphic, the Bleacher Vintage Cap is the perfect partner for those summer days in the sun.

Another essential for the sunny days ahead are a pair of original Superdry sunglasses – ideal for driving behind the wheel or lying behind the wind break! The ‘Passenger’ – a timeless classic ‘Wayfarer’ design – is available with tortoise frames and adds that touch of class embodied by 1950s Americana. The ‘Powder’ sunglasses are available in three fantastic frame designs, all featuring our twist on the iconic ‘Aviator’.

The final key accessory for the summer season is a pair of our flip flops in the classic thong design. Always hand-in-hand with a dilemma (the ‘is it too early?’ debate), they don’t just look great but provide rather a lovely problem! Then again, can it ever be too early? Either way, it looks like having a trusty pair of Superdry GT Flip Flops (shown here in White/Royal) to hand for those surprise warm days is definitely a good idea!

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