Launched in 2003, British streetwear label Superdry has earned a cult following for its idiosyncratic style. The label takes vintage Americana and adds contemporary hand-drawn graphics and Japanese writing.
Meet the British streetwear superstars at Superdry
The Superdry story started when Julian Dunkerton met James Holder. Dunkerton owned the Cult Clothing brand, which sold vintage-inspired skater clothes in British university towns. Holder was the founder and designer for Bench, a popular streetwear brand. After an inspirational trip to Tokyo, the two decided to collaborate. The Superdry aesthetic combines Dunkerton's love of pristine tailoring, quality fabrics and vintage washes with Holder's passion for graphics and typography. Japanese writing can be spotted on the label's clothing and accessories, particularly on graphic T-shirts. Take the eastern inspiration one step further by layering up with a kimono and flatforms.
Contemporary fashion fusion encapsulates the Superdry look
Vintage American style is at the heart of the Superdry aesthetic, and utility shirts in authentic soft washes play a key role in the menswear collection. Team with black jeans and desert boots, layering up with a cashmere scarf and beanie for a cold-weather look that's ideal for grabbing a coffee. As well as Japanese writing, pieces are often embellished with iron-on patches featuring hand-drawn graphics. Pick a pair of patched jeans and use them to add a playful twist to a crisp white blouse and boyfriend blazer. Throw on some heeled ankle boots for a sleek finishing touch that works well in casual offices.
