Westfield London, ground floor, unit 13
As it has for many seasons, Superdry seems to focus on variations of the same or similar things, mainly branded and logo T-shirts, hoodies and sweaters, technical outerwear and denim. This feels samey, but the store is undeniably busy, with customers lapping up the product. There are some attempts at trends though, such as Hawaiian floral T-shirts. What Superdry lacks in inventiveness it makes up for in quality, with some steeper prices justified by the fabrication. Changing rooms are manned by a helpful assistant.
Although some stores may be a little premature with their shorts and vests, Superdry feels behind the times with its thick winter coats and heavy leather jackets still in store, especially when positioned near large displays of flip-flops and in prominent windows. As is often the case here, the music is too loud, it is too dark and there is confusion as to the divide between menswear and womenswear. Some prices are justified, but basic jeans at £64.99 and basic shirts for £44.99 do feel steep.