Last night we took the press to London’s latest hotspot the ham yard hotel which received the ultimate superdry takeover as we showcased our aw15 collection in the hotel’s underground bowling alley.
Guests were treated to chilled champagne, ice-cold Asahi beer and freshly pressed juices as they experienced an exclusive collection preview. Fuelled by a feast of mini sliders, buttermilk chicken and vegetarian burgers, talk turned to the showcase of our ultimate winter wearables.
Fresh for aw15 were new pieces for men and women covering a vast collective of inspirations that are unified through high impact branding and incredible attention to detail.
Womens categories included Twilight, Winter Boho, Après and Wind Active, ranging from embellished and sequin soaked pieces to dipped denim, textured knits and fur-trimmed gilets.
While the mens capsules included Tailoring, Mountain, Military and Classics, showcasing sharply cut sartorial outerwear, retro athletic-wear and striking down-filled jackets.
Press were amazed at our breadth of offering and fell for the new additions to both our rugby and snow collections that have been refreshed for aw15. A hit for womenswear was the colour pop superdry sport range, an all-new series of running gear encompassing all the gym essentials featuring bright fabrics and vibrant trims.
Then, of course, there was the bowling – competition was heating up throughout the evening, as press competed to be top of the leaderboard.
The collection will be available in stores for autumn winter 2015.