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The collection

Reflecting its soaring levels of popularity and expansionist strategy the Superdry autumn 09 collection is vast and covers a broad spread of looks. The theory at play here is if it works then back it big time, and the brand has predominately stuck to its winning formula and ramped up its stronger lines. Check shirts are available in 24 colourways this season and the denim offer has doubled this season against last. Work has gone into jackets with naval inspired pea coats and washed leather biker styles both looking strong. A 1930’s workwear trend is a common thread which runs throughout the collection and Superdry has upped the anti on tailoring with the introduction of a vintage inspired tailoring collection comprising cotton blazer jackets and un-pressed granddad collar shirting. On women’s a nod towards flirty and feminine styles come in the form of tea dresses and tops while the classic Superdry hoodie comes in a mix of appliqué and printed finishes.

Key pieces                                                                       

  • A washed leather, beaten-up Scrambler jacket
  • The Pump Attendant jean exemplifys the trend towards lighter washes and distressed denim
  • Mens military inspired eight hole lace up ankle boot
  • Grandad collar handwashed vintage style shirt
  • Naval inspired pea coat with anchor button detail

Contact: 01242 588078

Brand comment

Julian Dunkerton, co-owner

“Superdry has an image and a brand look and we have built on that this season, the collection last year was brilliant and this season it is even better. We are very lucky because we have a retail business so we know what the retailers need and so we have an advantage. We are confident and this season have built on what works. This year even more than ever you have to make sure you have the best product in your category and not be lazy about it. There is still plenty of money out there and it is time to grab market share.”

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