Last night we kicked off London Collections Men in style with the launch of our biggest collaboration to date, Superdry + Idris Elba. Social media was buzzing from 7pm as press, celebrities and the British Fashion Council gathered to see a preview of the 250-piece collection. At 8pm the audience were hushed as the stage was cleared for the presentation to begin. An army of models marched onto the second floor of our Regent Street flagship store. Standing in formation the models looked frozen in time as Idris Elba, himself, introduced the audience to our collaboration.

If you missed the action on our Periscope channel last night, check out all the highlights here.

During the event we were joined by blogger Fashion Mumblr who won herself a backstage pass to the collection preview earlier this week and will be taking over our pinterest page and blog later today.

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Did you know we do personal shopping in the Premium Lounge of our Regent Street flagship store?

On the lower ground floor of our incredible flagship store is our Premium Lounge. Originally a salon the space echoes art deco, it was designed and built in 1929 by Percy Westwood and Joseph Emberton and was then restored in 2012 when our flagship store opened its doors. Blending the original salon features with modern twists the space is one of Regent Street’s best kept secrets and now home to our incredible premium product as well as personal shopping.

Our experienced stylists will take all the fuss out of shopping, picking looks just for you and the occasions you’re styling for. You are hosted in one of our premium lounge styling rooms, complete with plush leather furniture, surrounded by ceiling to floor mirrors.

Click here to book an appointment with one of the team.

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Personalisation is back in our premium lounge!

In December for one week only we launched our personalisation station in our Regent Street Premium Lounge. Here you could have your name, favourite phrase emblazoned on your Superdry Hoodie.

In that week we were overwhelmed by orders from you and even Cat’s The Musical Star, Nicole Scherzinger, wanted in on the action. As soon as the last hoodie was personalised we knew we wanted to bring it back and we wanted it to stay. So now the premium lounge is host to our personalisation station as well as personal shopping and styling.

Our premium lounge is located on the lower ground floor of our Regent Street flagship store, open Monday-Saturday 10am-8pm & Sundays 11:30am-6pm.

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Mens style site, TheChicGeek.co.uk, founded in 2009 has rapidly become one of the biggest and most respected in the UK, last night Marcus Jaye, the man behind the blog, joined us as we kicked off London Collections: Men with The British Fashion Council. Find out what he thought of our Autumn Winter 2015 collection and Alpine Lodge inspired presentation in our Regent Street flagship store…

“On the eve of London Collections: Men, a.k.a. London men’s fashion week, Superdry, in association with the British Fashion Council, unveiled their latest Autumn/Winter 15 collection in an exclusive event above their flagship store on Regent Street.

Transforming the space into a cosy timbered Alpine lodge with the obligatory moose head above the fireplace and antler chandelier, an imaginary crisp mountain air gave London a refreshing blast of Superdry ski and après-ski style.

Sitting on fur throws, the 18 models, dressed in the latest must-have pieces from Superdry, offered everything you’d need in terms of cold weather style.

New additions to the ‘Superdry Snow’ capsule range were previewed, pushing Superdry’s mountain-sports offering to new heights with many items designed to work on and off the piste.

From duffle coats with technical toggles and quilted linings to army-green flight jackets with faux-fur hoods, the new A/W15 collection didn’t disappoint on its technical and aesthetic details.

Inspired by such iconic menswear themes as the ‘Gentleman Explorer’, ‘Classic Military’ and ‘Gym-Class Hero’, the new collection cleverly combined youth and sport with a refined style and finish.

Accessories included thick-knit marled beanies and matching gloves, Nordic printed scarves, ski goggles and canvas rucksacks. The Union Jack ran throughout, reflecting Superdry’s British roots, and other details, such as enameled buttons and monogrammed denim, showed the subtle attention paid to each piece.

The appreciative audience, which included England Rugby Captain, Chris Robshaw, model, Oliver Cheshire, and presenters Lilah Parsons and Pips Taylor, left coveting the Superdry chalet chic look long before the first snowflakes start to fall next winter.”

Thanks for joining us to kick off London Collections: Men last night

#SuperdryLCM

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What a year! 2014 has been incredible!

We kicked off the year as we meant to go on. A star-studded show at the Old Sorting Office for London Collections: Men, where we showcased our winter 2014 collection set the year on a roll. This was shortly followed by the opening of our Premium lounge in our Regent Street store, introducing personal shopping for the first time!

Things didn’t slow down. In March we announced that we would be heading to the Austrian alps for Snowbombing, to host the notorious arctic disco. Partying with Rudimental, Carl Cox, Skream and many more, it was the perfect place to launch our new winter 2014 collection #SuperdrySnow.

Our festival fever hit a high when we jetted off to Coachella to celebrate Poppy Delevingne’s hen do, with sister Cara and friends including Sienna Miller joining us for a weekend of music and Superdry.

In the midst of all that globetrotting we announced that we would be kicking off London Collections: Men for a second time with the British Fashion Council. Launching our summer 2015 collection to the press and to our fans, the night didn’t end at the catwalk. Infamous DJ Mark Ronson took to the decks to finish the night with a bang.

September saw us celebrate fashion with Vogue’s Fashion Night Out, offering personalisation on our leather jackets, a style talk from Lilah Parsons and an evening filled with music from the Fireflies. And the global domination continued with stores opening in Dubai, Malaysia and our first flagship store in Munich, Germany!

October was dubbed outerwear month as we introduced our biggest and most diverse collection to date, for men and women. November was huge – as the long awaited #SuperdrySnow collection, our first technical ski range for men and women, went into stores and online. So well-loved, it was already appearing in shoots with Vogue, GQ, Shortlist and many more! But it didn’t end there, we also extended our collaboration with Saville Row alumni Timothy Everest, with sequin infused styles for women and tie-lined jackets for men.

It has been a year of celebrity with stars such as Idris Elba, Naomi Watts, Nicole Scherzinger, David Tennant, Mark Ronson and many more all sporting their favourite Superdry pieces!

2015 is set to be just as big. In January, for the third time, we are holding the official launch of London Collections: Men, opening stores from Singapore to Hawaii and of course introducing new collections, all to be announced shortly!

Thanks for a great 2014, here’s to 2015!

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On Tuesday night we took part in Vogue Fashion’s Night Out at Superdry International, Regent St treating guests to a night of music and fashion in true Superdry style.

Held in the Premium Lounge, we showcased our AW14 womenswear collection, which is full of butter soft leather jackets, embellishment and sequins. We also provided a preview of our Superdry Snow collection, which hits stores in November.

Vogue Fashion's Night Out in the Premium Lounge

Guest’s filled their goodie bags with sweet treats and enjoyed Chi coconut water in a variety of flavours; including espresso, tropical and chocolate.

During the event, customers were offered complimentary varsity style personalised lettering on a selection of leather jackets purchased on the evening. Impressed by the selection of sequin-embellished dresses and glitter skirts, they couldn’t wait to get into the changing room.

MTV’s Lilah Parsons was our exclusive guest of the evening, who picked out her favourite Superdry pieces and gave her fans an exclusive chance to meet and greet the presenter. She wore the Calamity Print Shirt and the Vogue favourite; Tassel Biker Leather jacket as seen on Poppy Delevignge, which had her initials emblazoned on the back.

Lilah Parsons personalised jacket

Lilah’s top picks from our AW range included dresses and skirts from the new Disco Luxe collection, the Dovecot Bead Dress, Shimmer Star Dress and the 50’s Prom Jewel-dress. With embellishment running through the collection this season , the Orange Sewn-Treasure Tee and the Glitter Ball Cami Top also caught her eye.  These were topped off with her favourite jackets, which included the faux-fur collared Bubble Biker and the Super Fuji Coat.

Lilah Collection Talk

Guests then took to the rails, whilst live music from The Fireflies provided the perfect soundtrack for their Superdry experience. As the store was full of shoppers, the up and coming band performed songs from their atmospheric acoustic album.

Fireflies at VFNO

With VFNO a stand out success for Superdry, we can’t wait for our next event! If you were there we’d love to hear from you, so tweet, Facebook or Instagram us your pictures and experiences. here are a few images from the night for those that couldn’t make it.

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Join us on Tuesday 23rd September from 5:30-8pm at Superdry International, 103-113 Regent St for Vogue Fashion’s Night Out, the ultimate shopping event of the season, in association with Vogue magazine. We’ve been working closely with the world-renowned women’s title to provide our customers with an exclusive evening of Superdry style advice and live music.

Held in the Regent Street Premium Lounge, our first personal shopping location in the uk, guests are invited to join MTV presenter and model, Lilah Parsons. She will be sharing her style secrets and taking you through her hand picked AW14 Superdry favourites, including the iconic luxe leather Tassel biker, as seen on Poppy Delevingne earlier this year.

Our Premium Lounge personal shoppers will also be on hand to talk guests through the recently launched Premium and Autumn/ Winter collections, featuring the season’s latest looks including our new sequin embellished super-soft tees and glitter hoodies, all available in store and online.

On top of all of that we offering a complimentary personalisation service on leather jackets* purchased on the night. Customisation has never been cooler and this is your chance to make a real statement for AW14, with your initials on the back of your new jacket.

Guests will also be treated to live music from The Fireflies, with refreshments from Chi coconut water and delicious pick n mix. Follow the latest news via our social channels using the official hash tag,  #FNO. We look forward to seeing you there.

*terms and conditions apply, please ask in store on the night

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Yulee Foster, winner of our ‘Win Your Height in Hoodies‘ competition recently joined us at our flagship Regent Street store to pick up her prizes.

At 5’7, 19 year old Yulee, who is a student at Kings College University won herself a whooping 22 hoodies – just in time for Christmas! To win the hoodies, Yulee took a photo of herself with our Superdry students logo and was picked as the winner

Well done Yulee and thank you to everyone that entered.

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The 6th and 7th November previewed our upcoming SS14 collection to the biggest names in fashion press.

The most established fashion writers, journalists and bloggers in the UK and international press joined us over the two days in our showroom above our flagship Regent Street store.

Our SS14 collection promises the ultimate wardrobe for city chic, summery beachwear and festival fun. Women’s denim has an even larger palette of printed effects and accessories brighten up with neon and metallic satchels. Menswear gets a refresh for SS14 emphasising tailoring, premium materials and dramatic detailing. Accessories include neoprene rucksacks and our new season classic flip-flops.

Once again, we didn’t disappoint as our interactive social media mirror put smiles on the faces of people including the girls from Company Magazine, Go City girl, Fashion Beans, Teen Now, and Yahoo to name a few as they tweeted, Facebooked and emailed their photos in real-time. Guests were even treated to complimentary manicures featuring nail art reflecting the new collection.

On Thursday evening we invited guests back to join us for some tasty cocktails from the talented team at Check On following the incredible food they had provided throughout the day. The cocktails came in small bottles and glasses with branded tags and pastel coloured straws to reflect key products from our latest collection.

Head over to Twitter and follow the hashtag to see what guests thought of the collection and check out the pics from the event on Instagram.

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It seems like just yesterday the Superdry brand ambassdors joined us at SDHQ.

Taking on the challenging task of organising the successful student events all over the UK, the brand ambassadors joined us at our HQ in Cheltenham for 8 weeks from their stores in Bicester and Leeds.

The Superdry brand ambassadors have been traveling up and down the county at the events and if you joined us at our flagship Regent Street store you may have even seen Nishat making some shapes to DJ Plastician in the atrium

Now the events are over and the hard work is done for another year, the guys are back in their stores, but here’s a huge THANK YOU from everyone at SDHQ for the countless cups of tea, morning meetings and great events!

..Here’s to next year!

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