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  • Superdry – From Small Name to World Fame

    14th December 2015 - Alex Jenkins

    The infamous Superdry logo, which literally translates as ‘Maximum dry’.
    The infamous Superdry logo, which literally translates as ‘Maximum dry’.

    Superdry is a popular British brand with an international following. Founded by Ian Hibbs and Julian Dunkerton in 1985, their high quality products combine vintage Americana styling with Japanese inspired graphics with classic British styling. It began life trading under the name ‘Cult Clothing’ and expanded rapidly during the 90s, by opening shops close to UK universities, cities and towns as their clothing primarily appealed to students and young men and women.

    Superdry products are characterised by the use of quality fabrics, authentic vintage washes, unique detailing, hand drawn graphics, tailored fits and casual styling. They’re particularly renowned for featuring Japanese text on their clothing, a practice inspired by the Japanese method of using decorative English text on garments to increase their appeal to a young, fashionable audience.

    This practice is famously known as the ‘Engrish’ phenomenon in Asia. The text on Superdry clothing doesn’t actually mean anything: the company admitted to using a simple machine translator to create meaningless Japanese characters. However, the brand’s logo does literally translate as ‘Maximum dry!’

    Superdry’s first store in Covent Garden
    Superdry’s first store in Covent Garden

    The first Superdry shop opened in Covent Garden, London in 2004. The success of this first London store led to a quick nationwide and global expansion with stores popping up throughout Europe, the Middle East, Australia and Asia.

    The casual style of Superdry was a hit with all, with their jackets (especially the windcheater style), hoodies, plaid shirts and tees featuring in hundreds of magazines, fashion blogs and on celebrities.

    David Beckham wearing a classic Superdry check shirt | Superdry’s AW14 catwalk was littered with famous fans
    David Beckham wearing a classic Superdry check shirt | Superdry’s AW14 catwalk was littered with famous fans

    Whilst Superdry doesn’t actively advertise its products, they have gained lots of celebrity fans who inadvertently advertise the brand for them. A Superdry leather jacket worn by David Beckham became one of their fastest and bestselling items.

    Superdry floated on the London Stock Exchange in March 2010, with an estimated value of £400m which earnt founder Dunkerton a coveted place in the Sunday Times Rich List.

    To date Superdry has a significant and growing global presence with 515 stores in 46 countries, 139 of which are based in the UK and Europe alone. The appeal of Superdry hasn’t dropped since its launch, and it’s remained a firm favourite of men across the globe.

    Why not take a look at what Superdry has got to offer on ManBrand and find something special to add to your wardrobe?

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