Superdry is a paradox: unfashionable clothes which have become highly fashionable, with no advertising or endorsements except of the best possible kind – worldwide newspaper and magazine photographs of \”A\”List celebrities wearing them. The company is owned by Julian Dunkerton and James Holder, who never imagined that their humble beginnings would lead to forming a company which was one of the most successful flotations on the Stock Market in 2010, and now has standalone stores in the UK and around the world, as well as concessions, franchises and e-Commerce.

Prior to becoming partners, each had established major brands; Julian with Cult Clothing and James with Bench, which had wide appeal among BMX bikers and skate boarders. Their grass-roots beginnings gave them a well tuned instinct for what people wanted, and the ability to spot a gap in the market. A trip to Japan provided the inspiration that sparked Holder\’s imagination and resulted in Superdry, which combines a unique blend of Vintage Americana with vibrant Japanese inspired logos. Within a couple of years photographs of David Beckham wearing Superdry T-shirts were on the front and back cover of his calendar. Other celebrities soon followed; their designs had gone from skateboarders to supermodels, rock stars and Hollywood Oscar winners. They had arrived.

The unisex designs are primarily aimed at men, who make up 60 per cent of customers. Superdry has become a British fashion success story, appealing to people who want their clothes to be cool, up to date and distinctively original but not too edgy, with no class or group distinctions, suitable for any social setting. Meticulous attention to detail, keen pricing and excellent quality keeps them ahead of their rivals ensuring that Superdry continues to be the label of choice for people across a wide age range. The Superdry Twitter and Facebook postings continue to bear this out: designer clothes available at high street prices will always be in demand. Dunkerton and Holder are determined to be trend setters, not trend followers. The fact that their legal team are kept constantly busy having to deal with rivals ripping off their designs, is proof that they have an edge on the competition.

The range of comfortable, stylish, everyday clothes for men has now been expanded. Superdry hoodies, T-shirts, polo shirts, vests and lumberjack shirts popularised by Jamie Oliver are available in a large selection of colours and styles. As well as gilets and the windcheater and hugely popular leather jackets, there are finely tailored jackets, classic peacoat jackets, bomber jackets and mackintoshes, all in a wide price range to suit every pocket. For added warmth, crew jumpers and batsman sweaters complete the tops section. Jeans come in a wide selection of styles and colours as do chinos, joggers, cargo pants, shorts and lumberjack lounge pants which can be worn as pyjamas. Underwear is also supplied; boxer shorts and a selection of quintessential socks and scrum socks complete the basics. Beanie hats, caps, belts, footwear, belts, scarves, sunglasses, watches and cologne complement the outfits as do the wallets. Travel bags, sports bags, totes, holdalls, rucksacks, backpacks, laptop bag, messenger bags and wallets complete the range.

Ben Greenwood is writing on behalf of Room 14 Menswear, retailers of mens designer clothing including Superdry clothing.

Ben Greenwood is writing on behalf of Room 14 Menswear (http://www.room14menswear.co.uk), retailers of mens designer clothing including Superdry clothing.

Author Bio: Ben Greenwood is writing on behalf of Room 14 Menswear, retailers of mens designer clothing including Superdry clothing.

Category: Advice
Keywords: superdry clothing, menswear, designer menswear, clothing for men