We were inspired by the idea of heroes and rebels, which kind of feels right and natural for our brand. Aesthetic cues from Americana, the Superdry Original & Vintage collection and styles from the limited edition pinnacle collection, DRY, are worn by our lead rebel, actor Hero Fiennes Tiffin. Rocking the DRY varsity jacket (created in collaboration with renowned US manufacturers Golden Bear), Hero epitomises the spirit of generations of rebels before him, as he rightly states, “I was once given some very good advice: make sure you wear the clothes and don’t let the clothes wear you.”