Superdry Sport Kicks Off London Collections Men

15th June 2016

On Friday night, we launched London Collections Men in spectacular style with the presentation of our brand new sport collection.

Superdry LCM

Co-hosted by the British Fashion Council, we invited 85 exclusive guests to our flagship store on Regent Street and greeted them with champagne and cocktails on arrival before revealing the new range. Internationally renowned models David Gandy and Johannes Huebl, health and fitness experts The Lean Machines, vlogger Jack Maynard, TV star Josh ‘JP’ Patterson and style influencer Oliver Proudlock were among the many special guests present, as well as bloggers and national press.

Oliver Proudlock and Harvey Newton-Haydon Oliver Proudlock and Harvey Newton-Haydon

Model and LCM Ambassador, David Gandy Model and LCM Ambassador, David Gandy

Guests enjoyed a dinner made up of sharing plates laid in the centre of banquet tables, followed by dessert canapés including mini macarons and bite-size salted caramel tarts – all hosted by Balthazar. Meanwhile, influencers and models including Wallis Day, Emma Louise Connolly and Stephen James starred in a slick presentation of the new SS17 Sport Collection. Smart phone screens filled the air during the show, so check out #SuperdryLCM on Instagram or Twitter for the lowdown on the presentation straight from our guests.


Superdry LCM

The SS17 #SuperdrySport Collection is an evolution of Superdry’s aspirational design story, offering essential items for everyday fitness as well as capsule collections for Athleisure, Yoga, Gym, Running and Cycle. The collection allows wearers to have a fresh, stylish look but still ensures professional performance that Superdry Sport is known for.

Superdry LCM

For women, there are monographic and fluro firework bursts on leggings, sports bras, kit bags and trainers. Teamed with super-soft cool grey and jet-black hoodies, slouchy tees and core vests with reflective stitch detail and branded zip pockets. For men, you’ll find bursts of cobalt blue, lime green and signature orange on solid black, charcoal, white, and navy plus signature branded detail and gloss-print graphics on running shorts, lightweight bombers, moisture-wicking vests and zip-tech gym hoodies.

Superdry LCM

We can’t wait for this collection to hit stores, keep an eye on our social media platforms for the launch date! In the meantime, you can shop selected products from the show on

Let us know your thoughts in the comments below!

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