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Brainstorming session in a Tokyo bar
- The Superdry name is the result of a brainstorming session in a Tokyo bar after the two men collected “tons of packaging for food and from shops,” Mr. Holder said. “We looked at it and everything was ‘super’ this and ‘super’ that. That inspired us.”
www.nytimes.com/2010/05/14/business/global/14retail.html
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Superdry began with the founding of Cult Clothing in 1985 by Julian Dunkerton and a former business partner. The original Cult Clothing store in Cheltenham led to the creation of others across the country, many of them in university towns. 2003. Julian co-founded Superdry in 2003 to develop and create a new in-house brand and Superdry was born.
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Founded in 2003, in its peak years, Superdry was a popular, status symbol high street fashion brand, sold in 157 countries around the world, selling its clothes at high prices, and described as the "hottest fashion label on the high street".
May 19, 2010 · The Superdry name is the result of a brainstorming session in a Tokyo bar after the two men collected “tons of packaging for food and from shops,” Mr. Holder said. “We looked at it and everything was ‘super’ this and ‘super’ that. That inspired us.”
- One of The Founders Founded Bench, The Well-Known Skatewear Brand
- Japan Was The Inspiration Behind Superdry
- The Brand Started Life with Just 5 T-Shirts
- Superdry Has A Cult Celebrity Following
- There Are More Than 500 Superdry Stores Worldwide
- The Brand Has Paired with Movie Star Idris Elba
- The Japanese Characters on The Products Are Automatic Translations
- Superdry Doesn’T Advertise on TV
- The Brand’S Name Came from Japanese Food Packaging
James Holder, the co-founder of Superdry, founded Bench, the well-known skatewear brand after experimenting with screen printing and design. The brand exemplified his love of graphics and typography which he brought to the Superdry brand that he would go on to create with Julian, thanks to a shared interest in pushing the boundaries of fashion.
James and Julian shared a passion for high-quality fashion and boundary-pushing designs, but the Superdry brand didn’t come to life until the pair took a trip to Japan. They found their visit to the capital city of Tokyo so inspirational that they decided to blend their shared interests in one contemporary clothing brand.
When the Superdry brand was first launched, there were only five T-shirts in its collection. Since then, it has grown exponentially. Now, Superdry offers regular seasonal collections that comprise more than five hundred distinctive logos and thousands of different items.
The original 5 T-shirt collection included the Osaka 6 T-shirt which was first worn by British footballing legend David Beckham. The footballer was just the first of many stars to wear the brand’s products including Kate Winslet, Pixie Lott and Leonardo di Caprio.
Despite its humble beginnings in Cheltenham, Superdry now boasts more than seven hundred branded stores around the world more than 60 different countries. Yet, the brand is still not satisfied with its success and is aiming to further its global expansion into new territories over the years to come.
Superdry is well-known around the world for its strong outerwear, womenswear and menswear collections. It is also continuously adding to its ranges with product lines including Superdry Sport and Superdry Snow. One of its most highly-publicized ranges was the 2015 Idris Elba + Superdry collaboration.
Although Superdry uses Japanese letters on its clothing products, it doesn’t try to make the text accurate. The translations are carried out with automatic translation programs like Babelfish. In translation the texts convey messages such as “membership certificate” and “sunglasses company.”
Even when the Superdry brand was first created it never advertised on television. The marketing director of the company has famously said that instead, its focus is on “the product being on the right people”, having used influencers like David Beckham long before it was a trend.
The name “Superdry” came after a brainstorming session by the founders in a bar in Tokyo after they gathered together lots of food packaging and realised that everything was labelled “super”. This inspired them to come up with the now-famous brand logo.
May 13, 2010 · Superdry is the main brand of Supergroup, which in March became the first retailing company to list shares on the stock market in Britain since the financial crisis started in 2007. The other...
Superdry is built on style. We celebrate unique and independent style through our brands: Original & Vintage, Studios, CODE, Superdry X and Performance Sport. We’re always inspired by the spirit of adventure and crafting premium products sustainably.
Superdry has a significant and growing presence around the world, operating through 768 Superdry branded locations in 65 countries. There are 245 owned stores across the UK and mainland Europe, 497 franchised and licensed stores and 26 concessions.
