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!