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Superdry kicks off LCM with rugby shirt launch

Superdry kicked off the start of London Collections: Men last night with a preview of its autumn 15 collection, which includes a new line of rugby shirts.

The young fashion brand transformed the international showroom at its Regent Street flagship into an alpine lodge to present its latest designs, with a focus on its snow and skiwear range and the new rugby collection.

Founder, product and brand director Julian Dunkerton said: “There has been a really big gap for great quality rugby shirts at a competitive price. Ours will retail at around £75, compared to other brands which are selling some for £120.”

Superdry will launch a small collection in its own retail stores around the 6 Nations Championship in February, with 12 colourways to represent the six teams.

A 120-piece wholesale collection will then be introduced to coincide with the Rugby World Cup, which starts in September.

Dunkerton said the Superdry Snow capsule collection that launched in November had been very successful and that the company is now focusing on the international wholesale market.

“We are in a constant process of improvement across all our ranges, looking at the cut, the quality and the fabrics,” he said. “We are constantly expanding and I’m really proud of where we are right now.”

The company will be exhibiting at upcoming Pitti Uomo in Florence to present its autumn 15 collections for wholesale buyers. Dunkerton said: “There is a lot of opportunity for wholesale customers to realise there is a lot of movement in what we are doing, such as with the Copper Label range, which would appeal to different department stores and more premium retailers.

“We produce over 6,000 different garments each year so the collection covers a lot more than some people may think.”

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