Designed exclusively for Superdry by contemporary British Tailor Timothy Everest, the Sebiro capsule-collectionn is a trans-season collection of core wardrobe staples, which marry the very best in British innovation with the highest levels of design and creativity.

The launch range has been devised with four key characters in mind: the Super Spy, The Bank Robber, The San Franciscan and The Country Rebel and will be previewed exclusively at Superdry International; our world flagship store on London’s Regent Street, on June 15th.

The event, part of the British Fashion Council’s London Collections, will take place between 6 – 8pm to a VIP audience including many of the UK’s leading fashion editors, bloggers, photographers and fashionistas.

We’ll be live tweeting throughout the presentation, so join in with the conversation! Head to the Superdry Twitter page or follow or reply to us using the Superdry #SDTE and #LondonCollections hashtags. See you there!

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The massive bi-annual fashion tradeshow Bread and Butter took place for its third consecutive year at the Tempelhof, Berlin. A team of Superdry HQ staff hopped on a plane to show off the new AW12 collection at the event! Our PR Coordinator Amy Campbell reports on her time there.

“The show is a great place to catch up with press and marketing contacts from the UK. The Press Office team met with editors from Cosmopolitan, Company, Men’s Health, Super Super and Shortlist, to name a few, during our trip.

Everything looked amazing, the stand with its iconic rusted metalwork (which can be seen from every angle in the venue!) and, of course, the clothes! It is always really exciting to see all the new lines come to life; my favourites were the punk-inspired graphic tees and the heritage tailoring – think amazing tweeds with jewel-coloured lining. Sitting alongside the new product were some old favourites; the Dry fragrances and Optics were really well received.

The biggest trend during the show seemed to be the ‘Dandy Cowboy’…lots of denim and vintage Americana looks – which of course suited Superdry down to a tee!”

Our latest SS12 stock is already making its way to our stores and on our website. Which pieces are you most excited about?!

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