Change, it’s the one consistent in this year of turbulence. Dropping early for AW20, our Concept 1 collection for Superdry X is the result of the summer of discontent. It gave our Superdry X creative team the time to experiment and redefine the possible. Creative chaos. Never more right.

SUPERDRY X
City New York Hoodie
USD $64.95

SUPERDRY X
Core Logo Transit T-Shirt
USD $29.95

SUPERDRY X
Surplus Graphic T-Shirt
USD $29.95

SUPERDRY X
Surplus Hoodie
USD $59.95

SUPERDRY X
Core Logo Transit T-Shirt
USD $29.95

SUPERDRY X
Vintage Logo NYC Photo Hoodie
USD $59.95

SUPERDRY X
High Shine Duvet Coat
USD $189.95

SUPERDRY X
City New York Hoodie
USD $64.95
Mashing nostalgia with energy, this is the start of a new collection and a multi-dimensional process. We took time out to pillage our archive and remix Superdry classic graphics through the filters of our favourite destinations. Change. Inspired by New York, Tokyo and London ends. We have reloaded culture references and vintage graphics, displaced them on new shapes and created new silhouettes.
Disrupting the signal with irony and irreverence, this multi-dimensional collection captures the creative energy of lockeddown’s individual culture – where expression becomes amplified. Independent photographer and film maker Jamie Waters brings the collection to life, and beyond, in his ‘new-normal’ photography and video, which launches the Superdry X Concept 1 collection.
The programme features items of style, ironic vintage t-shirts, oversized hoody and sweat shapes, down bombers and military details. Locked-down style, dropping in your local Superdry store or online @superdry.com
Follow us to watch the film on Instagram, Facebook and YouTube
#SuperdryX
Follow us to watch the film on Instagram, Facebook and YouTube
#SuperdryX