Thursday 11th April 2013 was a big day in the Superdry calendar. not only were we previewing our AW13 collection to the most established Fashion writers, journalists and bloggers in the uk, but we were also getting to launch something big…

And by big we mean The Superdry + Timothy Everest womens sebiro collection!

The biggest names in fashion spent the day in the showroom of  our flagship store on London’s famous Regent Street,  checking out the collection that will be released later in the year.

Our AW13 collection features well-loved and classic Superdry pieces as well as a new grown-up collection of female tailoring that oozes modern, feminine glamour.

Womens denim has had a major overhaul with new wash techniques for jeans, complete with a vibrant palette of animal prints, dip dyes and unique shades of raspberry and winter green, whilst our menswear takes inspiration from the past with a heavy dose of the new. Think retro fairisle knits in crew and roll neck styles, updated with pops of neon yarn and navajo details.

Our standout attraction, and something that put a smile on the faces of the writers from of Vogue, Grazia, Company Magazine, Elle & GQ to name a few, was our Exclusive Social Media Mirror!

Our guests were given the chance to take their photo on the huge interactive, touch screen mirror and share in real time to their social media pages!

Following the successful launch of the tailored collection for men, the evening saw the unveiling of the new Superdry + Timothy Everest Womens Sebiro Collection to a very packed audience. At 6pm sharp the curtains opened to the new pieces from the exclusive collection. The Town Coat, The Country Rebel, The Rock Rebel and The Muse, designed specifically for the modern women. From ‘Rock Chic’ to ‘Country Rebel, it is a trans-seasonal collection of core tailored staples, which echo unequalled atention to detail, super cuts and the finest quality cloths around.

Take a look at what was said over on Twitter with our event hashtag #SDAW13.

Image courtesy of Laura Palmer.

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Here goes, the second installment of the friday skive..

This week, our collaboration with Timothy Everest has been featured on Fitymi;

Glamour online picked our classic duffle coat as one of their top 100 winter coats;

we got a lot of love for Alex’s (our in-house photographer) photo of out new Hi Top Court shoe;

we had a power cut Thursday afternoon;

Glenn recieved his bag for winning our Twitter competition;

Carl’s mum made even more cakes!

Mollie King was spotted wearing out Strut denims;

Bella, our product stylist celebrated her 23rd birthday (with cake!);

Our student events have been going down a storm and there are still more to come!;

We all got excited when we found out The Fresh Prince star Jazzy Jeff will be in Leamington Spa when our student event is on!

…and we recommend you keep an eye on our Twitter feed this weekend ;)

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It’s getting to that time of year again where we pack away our shorts, flip flops and swimwear and pull out the coats, umbrellas, wellies and knits.

This Autumn we have brought you the classic pieces you need in your wardrobe to keep your outfits practical yet stylish, like our Fairisle crews, buffalo knits or classic zip hoods with an Autumn/Winter twist. To brighten up the grey days, our standard super skinny denims are reminding us were not quite in winter yet!

On top of this, our range of accessories, are perfect for those dreary days with out cable knit beanie, Chalet Socks and highlander scarf.

In other news, its Bella’s (our product stylist) birthday and she made us strawberry cheesecake #yum!

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This season’s Superdry Alumni bags are available in two styles for you to choose from. The Alumni Bag (above) and univ alumni bag (below) is available in a diverse range of colours, including black, royal blue, dark navy, rich red, brown, kelly green and our signature Superdry orange. These stylish shoulder bags are the perfect accessory for this terms undergrads and students, with plenty of space to fit in all the necessary studying material or even a laptop with room to spare. With that said you don’t have to be a student to sport the ‘prep look’, these retro inspired Alumni bags can make the perfect gym partner as well!

The Superdry Alumni bags feature a faux leather look with cracked logo print and for extra comfort, they come with a quilted, padded back. With an adjustable shoulder strap, external and internal pockets for smaller items, you won’t be left rummaging around for spare coins at the bottom of your bag!

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Here at Superdry we’re continually growing and broadening our product range and these new Autumn/Winter tees and vests have caught our eyes this week, offering something a little different to our ever-popular range of graphic tees! Brought to you with both men’s and women’s collections, they offer a laundered wash look and are made from unparalleled soft cotton.

Available in a wide selection of earth and tonal colours, they make a great transitional garment from Summer to Autumn. The tees also feature front and back thick crack prints or vinyl graphics for an authentic vintage Superdry look.

For the guys we have two styles to choose from; the eagle pocket t-shirt, a classic design tee with front chest pocket and a cutaway neckline, or there is the Circuit T-Shirt with cracked front print and both designs have rolled sleeved detailing.

For the ladies we have the eagle pocket t-shirt and the cut away circuit t-shirt to choose from, in addition there is the JPN 7 Vest with a racer back cut and side seam stitching, the Handbrush JPN Vest with ruched sides. Last but not least, the JPN 23 a loose cropped fit; all on overdyed fabrics which are available in-stores and online very soon!

Click on each product to view in more detail…

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In the space of just over 30 years, hip hop has developed into a mainstream musical genre, bringing with it a rap culture to the masses and an array of fashion icons. From its humble beginnings with Grandmaster Flash and Afrika Bamabaataa in the early 1980s and the mainstream popularity of ‘gansta rap’ in the 1990s through to commercial ‘crunk’ acts in the new millennium, hip-hop has constantly reinvented itself to keep the sound fresh and the look clean. Modern hip hop is no different and long gone are the stereotypical baggy white t-shirts and “bling” associated with traditional rappers.

Modern artists such as B.o.B., Pharrell Williams and Kanye West have moved the rap game in a new direction, reverting back to the style influences of the golden age of hip-hop, inspired by The Beastie Boys and Run DMC amongst others. Here at Superdry we have  recreated the look of modern hip-hop fashion, mixing clean cuts with retro style.

Slim fit jeans dominate this look and the Officer Denim Slim jeans provide the perfect platform to build upon, featuring a five button fly and woven back pocket patch. Loop through the Enamel Racers Belt with metal buckle and rivets and embossed end tab. Complete the bottom half with the Super Series Hi Top vintage basketball shoe in rich red with a black sole, featuring a canvas upper and rubber toe cap for that retro urban look and feel.

Slip over the distinctive Panther Jungle entry t-shirt in new yellow with cracked design print and woven hem logo patch and pull on our college athletics inspired Crossover Top in rooster red, with retro styling and a cracked and distressed finish.

Top off with the Triple Fire Garage Cap with embroidered logo patch, faded finish and leather adjuster strap and add a small amount of bling in the form of the 75 Wings Necklace with dog-tag style ball chain and embossed ‘Super Dry’ winged logo design.

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Click on each product to view in more detail…

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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Click on each product to view in more detail…

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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