From rock ‘n’ roll leather jackets to hip-hop’s love affair with sportswear, music has left an indelible mark on the world of fashion. And this season British brand Superdry is plugging into this heritage with the launch of its new music focus, SuperdrySounds.
Driven by the brand’s desire to find and support credible, authentic musicians, the project sees some of the best emerging artists from around the world given the chance to perform on a global platform. Meanwhile, a new area on superdry.com will offer readers exclusive interviews, new releases from up-and-coming acts and a wide range music-related blog posts.
The hero artists selected for the programme are Aaron Unknown, a UK rapper and model who has worked with Stormzy; Brixton-based R&B singer-songwriter Santino Le Saint; US indie singer and Vevo’s one-to-watch for 2018, Au/Ra; UK-based DJ Ami Carmine; Up-and-coming US singer, rapper and dancer Lexie Liu; Chinese actor and singer Timmy Xu; and Sam Blacky, the international DJ. Quite a lineup.
As well as fronting Superdry’s SS18 campaign, the chosen acts will deliver intimate gigs across the globe, champion the brand in music videos and lead emerging artist stages at festivals such as Field Day in London and MELT! In Berlin.
To borrow their headline style, check out the outfits led by Aaron Unknown, Santino Le Saint and Timmy Xu below to see how their music background is setting the agenda for this season’s key urban looks.
With influence in the worlds of music and fashion, Aaron Unknown made his name freestyle rapping over a dance track for Youtube channel SBTV – clocking up 5 million views in the process. Not just an artist, though, he’s also a model with a number of high-profile campaigns under his belt. Back making music after a two-year hiatus, he is set to release his first EP in November 2018.
Get The Look
The bright puffa jacket, once the reserve of mountaineering types, has been scaling the heights of streetwear for a couple of years now. A welcome statement in your spring wardrobe (and probably on your Instagram, too), Superdry’s orange Wave jacket features a slimmer fit than most quilted designs, with the hood giving it a casual edge that’s ideal for weekend looks.
Contrast it against the brand’s subtle black logo tee, which incorporates a further shot of orange via the rights registered mark, to show you’re someone who pays attention to the finer details. Finish with Superdry’s Nue Wave chino shorts, which come in a seasonally-appropriate washed-out blue colourway that will combine with everything in your warm-weather wardrobe.
Santino Le Saint
Hailing from Brixton, London, Santino Le Saint is a maverick talent capable of producing searing guitar solos, lush soundscapes and heartfelt songwriting. His sound over two EP releases has been compared to R&B superstar the Weeknd, while his father was a founding member of rap group The 57th Dynasty, who toured with the likes of Outkast and Eminem.
Get The Look
Camo print was big last year, and it’s a trend that (ironically) refuses to blend into the background. Wear it proud with Superdry’s Rookie Deck jacket, which features authentic military-inspired details such as dual chest pockets, a button collar fastening and shoulder epaulettes. Underneath, the Echo Beach long-sleeved top is a nod to Superdry’s history, with its distinct Japanese-inspired bubblegum typography running down the sleeve – sure to turn heads when the jacket comes off.
While the majority of the new SS18 range incorporates key trend pieces, this look is grounded by the timeless tennis sneaker. Probably the most versatile style on your shoe rack, they work just as well with casual suiting as they do streetwear. The multi-fabric uppers and flash of red at the back on these Athletic Trainers will help set yours apart from the whitewashed crowd.
While not yet a household name in the UK, 24-year-old Timmy Xu is already a huge star in his homeland China. The singer-songwriter is also an established actor, while his second album released last year went double platinum, selling 400,000 copies in just one day.
Get The Look
There isn’t a look more contentious in menswear than double denim. But it works here because of the deliberately old-school Americana vibe.
Distressed denim remains a strong look for 2018, and Superdry’s Oversized Tapered Jeans will offer some welcome breathing room in the heat without looking sloppy.
Up top, the SD Rogue Patch Trucker and Plane Flyers T-Shirt takes two menswear classics – the white tee and denim jacket – and injects some rock ‘n’ roll attitude through a number of sewn-on and embroidered patches.