Brand Expands Offering With Premium Denim
Superdry is stepping up its range of denim with a new premium line exclusive to the young fashion brand’s London flagship.
Copper Label Selvedge Denim features hand-finished jeans in slim and loose cuts across six washes such as bruised blue vintage and beaten and destroyed.
Details carried on the Italian cut menswear pieces include aged metal rivets, thick leather patches on the waistband and a hand-stamped letterpress label.
It adds to the wider Copper Label, which also sells socks, t-shirts and hoodies with more subtle branding than mainline ranges.
Superdry’s denim business manager, Kap Tyagi, said the aim of using the raw material is to provide wearers with a “blank canvas”.
“Purists try and prolong the period between buying and doing the first wash for as long as possible; six months is the golden rule. It’s like breaking in a leather jacket that will last you for a lifetime,” he adds.
The jeans are housed in the SuperGroup-owned brand’s Premium Lounge. Launched earlier in the year, the boutique space collates what bosses describe as Superdry’s “artisanal collections”.
The Copper Label Selvedge Denim range is available to buy now in the Regent Street store and online.
103-113 Regent Street,
Tel: 020 7440 5100