Superdry’s rise to the top of the high street fashion chart has been nothing short of phenomenal. Buying your first item of Superdry clothing has almost become a right of passage for the fashion conscious teenager. But far from being a brand aimed solely at the young and stylish, Superdry’s appeal is universal. From off duty school teachers rocking vintage print Osaka t-shirts, to business men covering up their suits with Superdry jackets, the brands presence on the streets is all encompassing.
Let’s go back to the businessman for a second as the focus of this article is the success of the Superdry Jacket range. Think back across all the brands that have been successful on the high street, now think of one that has as successful outerwear range as Superdry. Hard isn’t it. The thing with Superdry jackets is that they are more than a fashion statement. Don’t get me wrong, they’re definitely fashionable, they still have the same vintage American style and Japanese design influences, however, they are functional, they actually perform well at their intended use. Never before has a brand managed to so beautifully balance fashion and function and come out the other side with reputation in tact.
The Superdry Brad leather jacket is a fine example of how stylish and aspirational Superdry jackets can be. After all it takes a special off the peg jacket to separate David Beckham from his designer, made to measure clothing, and it takes a more special jacket to separate the average guy on the street from the best part of £200, but Superdry somehow manage it.
Backing up their flagship Brad leather jacket, the Superdry jackets range is filled with outerwear that’s guaranteed to impress. Their most successful jacket to date, the Superdry Windcheater, has now grown into a range of its own with hooded versions, padded versions and this season even sees the release of a military camouflage version. Add to this denim jackets, pilot jackets, military inspired pieces and fur trimmed polar jackets and its hard to see anyone steeling Superdry’s title of the kings of outerwear in the near future.