Iconic British fashion label Superdry is having a “brand reset” for its signature clothing range for Autumn and Winter Fashion (AW2020). Known for its quirky designs inspired by a melange of vintage Americana, Japanese-inspired graphics and British style, the brand has kept followers hooked to its signature clothing range since 2003.
Here we unveil details of the latest collection.
The new AW2020 signature clothing collection celebrates individuality and self-confidence. Creative Director Phil Dickinson says it was inspired by “real people and their style during this year of turbulence, people and expression”. There are four distinct looks to keep an eye out for.
#1 Casual & Vintage
This range sees the brand’s love for vintage detail, material and art shine through. Fans can look forward to a winter fashion collection of denim jackets, plaid shirts, sweats and iconic T-shirts that have that Superdry “familiarity”, while being undeniably relaxed in style.
#2 Sophisticated & Minimal
Welcome to your winter fashion wardrobe staples! This arm of the collection is all about clean lines, with buttery soft cottons and wools; think understated, effortless yet minimalist style. The label puts its best foot forward by using beautiful natural and eco-friendly materials.
#3 Sports Style
Make a statement through sportswear with universal appeal. Drawing inspiration from popular culture, performance and sportswear, Superdry unveils a new logo with fresh graphics on sweatpants, tops, and lightweight jackets. Good for you, good for your teen.
#4 Streetwear & Energy
Superdry X celebrates youth, energy, disruption and democracy with a collection of T-shirts, hoodies and jackets. Taking inspiration from city graphics of London, Tokyo and New York, these pieces take a stand, and are woven with a fearless energy and edge.
With stores across Singapore – at Mandarin Gallery, Vivo City, Suntec City, Funan and Downtown Gallery – we can take our pick of menswear, womenswear, sports attire, accessories, footwear and bags.
A walk through any Superdry store is an artistic experience in itself. And with the Superdry signature clothing detailing, like vintage washes, hand-drawn graphics, tailored fits and diverse styling options, you can really have some fun playing with your style.
Did You Know?
You may be perplexed by the random iconography, symbols, graphics and Japanese characters displayed across the brand’s clothing. We asked them to spill the beans about their messaging and logo!
Why is there random and seemingly meaningless Japanese text on the clothing?
“Our products frequently include meaningless excerpts of Japanese text. This is inspired by a common Japanese practice in the 90s of placing decorative English text on items to increase their fashionability and appeal – a phenomenon known as ‘Engrish’. We deliberately use simple machine translation to generate Japanese text, and we’re aware that the texts often have no meaning.”
What does the Japanese text on the brand logo mean?
“The text incorporated in the brand‘s logo — 極度乾燥 (しなさい) (kyokudo kansō (shinasai) — literally translates as ‘Extreme Dry (Do it)’. The translation of the characters in the brackets will change depending on the translation software used.”
So now we know!