Superdry’s staple products fit the trend bill perfectly for spring 11 and the store looks great.
Superdry is never about trends; it just happens to be on it at the moment - there is a difference.
So for spring things are pretty much as normal, with eight lightweight jacket options with double zipper and in-built collar details, 16 vintage-wash checked shirt styles, six options on hoodies and 13 pairs of jeans. Cargo shorts also make the cut in both plain and checked versions.
This is a serious statement of a store, which screams loud and proud just yards from Gap and across the concourse from Topman, which pale in comparison. Displays are generally excellent, particularly within the vintage wardrobe-type fixtures, but shorts on the lower shelves of fixtures are harder to find. The music is pumping and the staff are very attentive.
You get what you pay for is the mantra when it comes to branded goods and basically, yes, you can have the poor cousin version of Superdry’s staples down the road for less than half the price but you don’t get the design detail, nor the authenticity on washes. Polo shirts are affordable at £34.99 but a hooded flannel shirt does take the mick a bit at £74.99. A chambray shirt is a more reasonable £49.99 but cargo shorts are a stretch in austere times at £49.99.