Superdry’s 10th Year Anniversary
2013 marks Superdry’s ten year anniversary, and to celebrate the milestone the British label hosted an exclusive party and SS14 collection preview at London’s famous landmark, Battersea power station.
Beginning after a trip to Tokyo in 2003 the label has seen extraordinary growth over the years – from their first line of just five high-impact graphic tees to today’s 2,000+ piece collections, stocked in stores across the globe. Superdry has become an all-encompassing lifestyle brand with fragrances and accessories recently added to their range as well as collaborations outside of their mainline, such as the critically-acclaimed partnership with Timothy Everest.
June 27th saw Superdry Directors and Co-founders, Julian Dunkerton and James Holder, host a celebratory event within the iconic London building, which is steeped in British history – perfectly complementing the brand’s ‘street’ yet sophisticated aesthetic. An exclusive guest-list gathered among the derelict surroundings, with the main party and showcase housed within an interior pop-up build. The SS14 runway show was accompanied by music from new band Coves, who provided a rocking backing track for the new season pieces.
The SS14 menswear collection includes a variety signature Superdry staples, with denim and military-inspired pieces featuring prominently. Hints of nautical were also prevalent; a chunky knit Breton stripe sweater teamed with knee length shorts in the same print were a particular highlight.
The party continued long after the runway show, with DJs taking over from Coves to spin an eclectic mix of tunes whilst guest were fed and watered with a selection of cocktails and a festival-style treats that included mac and cheese balls (yummy), hot dogs and even deep fried Oreos.
They collection shown is a long way off hitting retail but you can shop their current offerings on Superdry.com now.