Superdry is one of those brands that seems to come up from nowhere and suddenly is giving all the comparable brands a run for their money – and beating them. It carries high quality, reasonably priced (but not cheap) clothing, accessories and now excellent sportswear for everyone. If you think it’s a ‘young’ brand think again, now we’ve all embraced a more relaxed vibe, let alone the trend for fitness street fashion, there’s something there for everyone.
I discovered Superdry a few years back and even recently went in and asked if their clothes were made in Japan. Silly me. Superdry is based on ‘vintage Americana and Japanese-inspired graphics with a British style’ and offers everything from shirts and – excellent – outerwear to dresses, jeans and accessories.
Launched recently there’s a rapidly increasing range of sportswear, both directly aimed at runners and gym goers and those who want the look but not the workout. The brand is growing like topsy and is now available in 46 countries. And it’s a British brand. It’s no longer ‘faux sporty’ as the Guardian wrote a few years ago. And it’s collaboration with Idris Elba hasn’t done them any harm, either.
Some of the pieces are a little too loudly logoed for me, but my favourites are their Gym Tech Hoodie – lightweight and flattering with little bulk – and their outerwear which is seriously good.
Quality is what we’ve come to expect from Superdry. It’s not cheap, nor is it overpriced. The next time you want some new fitness fashion which may or may not loudly announce that you’ve joined the Superdry clan, check it out. I freely admit that I have ‘tested’ quite a few pieces and will be buying more. See for yourself…..