Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Julian Dunkerton

Chief executive, Supergroup

From my point of view it’s been more a case of brands coming to prominence rather than trends over the last decade. If you look back to the start of the decade it was Bench and now it’s Superdry. In terms of just product though, the polo shirt has been massive and really come back to prominence in the last decade.

For us, over that time, the biggest selling product has been the triple-zip windcheater. It’s been massive, I’ve never known anything like it, we’ve sold about a million of them and it’s been imitated of course. But the creation of that product was a defining moment for Superdry. 

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.