Yesterday, Superdry took a trip to the Morgan Motor Company based in Malvern, UK. The factory was buzzing with activity with cars in all stages of construction. Three were being worked on for their debut at the Goodwood Festival of Speed this weekend, one of them being our own Superdry Morgan three-wheeler!

Let’s give you a quick low-down on the Morgan Company. Harry Morgan built the first car in 1909 with the help of engineering master, William Stephenson-Peach. With its three wheels – two at the front, one at the rear – it was a car/motorbike hybrid, which became renowned for its speed because of its light framework. A unique combination of performance with economy means the three-wheeler can go from 0-60 in 4 seconds with 50 miles to a gallon. Impressive stuff!

The beauty of all Morgan cars is the care and attention behind each production. The oak framing is hand crafted and sanded, the aluminum bodywork is hand-cut and shaped. The details and trims are made according to the buyer’s preferences. One of the leading features about Morgan cars is this bespoke service on each and every vehicle.

With the help of our talented team, the Superdry design was put together focusing on aeronautic influences. A sleek metallic body with the iconic Superdry Japanese text along with distressed, quilted leather interior is what to expect. We managed to catch Richy Baldwin, our graphic designer who was busy hand painting the graphics on the car exterior.

Superdry and Morgan are proud to collaborate on such an exciting project. Two iconic British brands joining forces. Morgan’s exquisite engineering along with Superdry’s skilled design to make the Morgan three-wheeler – Superdry Edition!

Stay tuned for more on the unveiling of the completed car and an interview with Charles Morgan, the grandson of Henry and current owner of the company!

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The original Superdry Store in Seven Dials, Covent Garden has proved so popular that a second sister store will be opening inside the Thomas Neal Centre.

You are invited down to the twin stores to join the celebration on Saturday 2nd July! The first 100 Superdry fans to spend £50 in-store will receive an exclusive tee in tin (worth £35)*

The stunning new space will showcase Superdry’s premium lines. You are invited to indulge in premium leather footwear, iconic Superdry jackets and the flirty women’s Vintage Thrift line.

The new twin store’s interior exhibits a diverse mix of old meets new. Exposed brick work, distressed timber paneling, iron detailing and oversized rustic tables, all contribute to the distinctive Superdry Store image. Amid Superdry’s key lines, aged mannequins and iconic campaign imagery are featured; all illuminated by unique ‘jam jar’ lights to complete the opulence of the new high-end line store.

*Sizes subject to availability, 100 available on the 2/07/11 only.

Participating store:
Superdry Store, Unit 25-26, Thomas Neal Centre, Earlham Street, Seven Dials. Covent Garden, London, WC2H 9LD.

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Completing the Pump Attendant look we bring the mens version, following the same classic theme of American filling stations and spilt Gasoline.

Featured in this look is the Flying Fortress T-shirt, worn underneath the Deserter shirt – a classic American look of an open button shirt with a graphic t-shirt underneath. Complimenting these are a pair of Standard Blue denim jeans held up with the Thunderbird belt. A sturdy and strong boot was standard at all garage and filling stations for obvious reasons, so the girder boot with scratch distressed detailing was the ideal footwear choice. Complete the look by adding some colour with the Filtration garage cap in faded kelly green with embroidered Super Oil Filters patch.


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Little typifies vintage Americana culture more than the image of a pump attendant filling up a ’57 Chevy Pickup in a small-town filling station. Regular customers would often combine a visit to the pumps with their weekly trip to the hairdresser or the local shops – the gas station was part and parcel of everyday life.

Although most garage attendants have long since hung up their pumps for the last time, their style lives on with this vintage themed look. Often hidden underneath full length overalls, destroyed denim jeans, complimented by gas stained leather boots and branded baseball caps, were typical of this bygone era.

To get this look, wear a ‘soft green’ Gas Pump T-Shirt over a pair of Leon Denim Straight Jeans and tie together with a Brass Pump Hand Belt. Pull over a Monty Battalion Shirt in ‘vintage sports bag’ blue and step into the New Panner Boots in ‘tan suede’ with a matte finish. Cap the look off with the Gas Pump Garage Hat in ‘overall blue’ for that genuine vintage Americana feel.

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With Superdry having such a huge range of hooded tops it’s sometimes difficult to make that all-important choice of which one to go for. With this in mind, we’ve picked some of our favourite hoods from the Spring/Summer collection and give you the run down on what makes each one different and unique. The Superdry hoods are broken down into several collections consisting of Appliqué, Entry level, Orange label, Tin tab and Blacklabel hoods.

The Appliqué range feature Superdry graphics stitched and embroidered onto the surface of the hoodie, giving an American-athletic feel to the clothing.

Entry level hoods feature some of our most iconic graphic prints including the mens vintage entry and womens Super sonics which are offered in a wide range of colours.

The Mens and Womens Orange label hoods feature our classic vintage logo embroidered onto the chest. Available in either a pullover or a ziphood there is a great selection of colours to choose from, making these hoods a staple for any wardrobe with their versatility to match your existing outfits. They also come in an option of the Vintage Orange Label hood that comes with a slightly thicker drawstring and vintage wash.

The Tin tabs are a premium range hood featuring a detailed patch embroidered onto the pocket and come with a metal badge featuring a graphic as a little extra.

LAst but not least, the Blacklabel hood is another premium range. Based on vintage Americana themes and with a Japanese signature, they are finished with a vintage crack print again with a whole host of colours to choose from this summer.

The best part about all the Superdry hooded tops has to be the fact they are great for either relaxing at home, working out down the gym or everyday street wear. Comfortable, practical, fashionable and original, there’s one perfect for you!

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The festival experience is renowned; the music, the atmosphere, the spectacle, the good-feeling of being amongst people who share your passion.

Fashion is a passion also shared by the majority of festival revellers – from dressing to impress for the headline act at the Pyramid Stage, to your chosen attire for the inevitable trip to the infamous portaloos – so Superdry have created a much needed ‘Festival Survival Kit’ for Summer 2011. Featuring our style picks for the season’s events, as well as some more practical items for when you really need them, Superdry have filled a couple of weekend bags with those essential festival must-haves.

Men’s Festival Survival Kit

Packed into the Superdry Kitbag in the eye-catching jaffa/orange colour are an assortment of items that the male festival just shouldn’t leave home without this season:


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Women’s Festival Survival Kit

Packed with a little more care and attention, the Superdry Kitbag is full of all the necessities and accessories for the festival experience:

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Whether you’re kicking off the festival season at Glastonbury in few weeks time, or heading to Reading/Leeds or V Festival later in the summer, just remember… don’t forget your sleeping bag!

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Superdry set off for a trip to Manchester’s Platt Field for the massive Parklife Festival this weekend! From glorious blazing sunshine mixed with some showers and then a hail shower, it summed up the festival – a wonderfully eclectic event!

The girls were excited to be the first to try out our new and exclusive Superdry wellington boots and boy, were they needed! Ready to hit stores very soon, here is a quick run through – From punk pink to the classic green, these festival must-haves feature a side-synch buckle and Superdry detailed fold-over tab. Not only practical and super comfortable, the colours will add life to your outfit! All kitted out, we were on the scout for folks wearing Superdry and we were not disappointed! Hoods, windcheaters, graphic tees, the trusty lumberjack shirt and when it was dry – flip flops were the choices for many of you. On our travels we also bumped into one of our Parklife Facebook competition winners – Alan Long!

The Superdry tent was set up along with our very own vintage truck which fast became a very popular attraction for lying on the back during the sunshine or piling inside during a rain shower. Coming to visit us at the Superdry tent were the lovely, Two door Cinema club, Yasmin, Skream and Benga, Beardyman, Emalkay to name a few.

If you were snapped at the festival, come visit our Facebook page and see if your photo has been uploaded and tag yourself!

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Women’s preppy style is all about clean, classic cuts and follows the age old rules of etiquette and modesty. This themed look from Superdry follows these guidelines to a tee and our pink and navy inspired feminine colourway typifies what preppy women are all about.

The Pique Polo in Pink Heather is the cornerstone of this retro look and doesn’t disappoint with velvet neck taping, reinforced side gussets, embroidered logo on the chest and collar and Heritage tab on sleeve, worn under our Orange Label Vest in French Navy with Lipstick pink detailing. This v-necked jumper with ribbed hem and neckline and classic embroidered Superdry logo on left breast, is a perfect Summer pullover for when the skies cloud over.

The Chalk coloured Cotton Reel Safari Short is vintage inspired with reinforced stitching, classic 5-pocket design, and logo tabs on right coin and back pocket. This is perfectly paired with The Graduate Belt in Navy/Pale Pink, featuring double metal loop fastening, twin stripe design, leather end tab and woven Superdry logo patch.

Preppy rules suggest you should always match your shoes and belt so we’ve paired our Graduate Belt with the GT2 Flip Flops in Navy/Punk Pink, with contrasting heel area and embossed logo on upper strap. Complete the collegiate look by slinging the Alumni Bag in Dark Navy/Cream over your shoulder. Quilted on one side, with cracked logo print, adjustable shoulder strap, contrast piping, external pocket and internal pocket for all those college papers.

Garments aside, there are various beauty secrets to underline the preppy women’s look. Hair is always styled – never left loose – and bows, ribbons and headbands that match the outfit are a real statement of preppy style. Finishing touches in the shape of matching gloves, hats, scarves, purses, nails, or lipstick should always be taken into consideration, whilst ensuring they are conservative in nature.

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It is often said that preppy is a lifestyle, rather than a look, but this Superdry styled look is certainly born out of preppy culture. Originating in the New England region of the USA (within the states of Conneticut, Massachusetts, New Hampshire, Vermont, Maine & Rhode Island), preppy looks may not always match exactly, but they are always well coordinated and consistent. This mens look focusses on the preppy style of a college freshman, perfect for that Ivy League student leaving campus for the tennis courts or sailing club…

The 100% cotton beige short is a staple of the preppy wardrobe and the our own Cotton Reel Sueded Short with reinforced stitching, soft sueded cotton, multi pocket design and button fly is no different. This chino-style short is classically matched with the Super Fat Stripe Polo shirt featuring wide stripe design, classic embroidered chest logo, double layer interior taping on neck and reinforced side gussets worn with the collar always popped, naturally, for that retro college style. Throw on, or tie around the waist, our Orange Label Vintage Zip Hood with classic embroidered chest logo, two front pockets, drawstring hood and woven cuff logo tab.

Then slide into a pair of our Riva Boatshoes, a classic deck shoe design featuring contrast lacing, stitching & sole, nubuck upper and cork insole, with heel logo tab to stay on trend more than ever. Complete this neat and well put together look with our Alumni Univ Bag - a retro inspired shoulder bag with cracked Superdry Japan print, quilted effect on one side, adjustable shoulder strap, contrast piping and external and internal pockets.

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Following the release of our behind the scenes video of the Vintage Thrift SS11 photoshoot this week, we thought we’d follow up with a thrift inspired womens look!

Oozing 1950s Americana style, the Vintage Thrift range is definied by powerful colours, iconic designs and flowing fabrics and we have provided just this in the shape of our look-defining Dotty Strappy Top. Featuring a polka dot print bust, 5 button detail, empire waistline and twin dot print front pockets, the Rich Red/Indigo colourway fully support our bohemian vision. Held together with the vintage leather Rope Stitch Belt with a large brass buckle and perforated, rope stitched edging for that classic thrift feel. You’ll then want to wrap up in the retro inspired Cole Cardigan Top for that sought after layered look. This beautiful 100% cotton thick knit features a ribbed design, an embroidered chest logo and a sleeve logo tab, with a double button front and twin pockets – to keep you warm in the breeze.

Then, choose to pull on a pair of Baby Blue Slim Denims with a reinforced heel, heavy fading and whiskering through the thigh or just step straight into a pair of our distinctive Inuit Boots for that vibrant style in soft suede mocassin with contrast stitching, padded ankle and embossed sole. The choice is yours, but either way you’ll have an easy-going, distinctive summer style with Superdry Vintage Thrift…

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