Becky Harris
Fashion Writer
Since my last write-up on Superdry I have been keeping in touch and on track of what the brand are up to, and the other week attended a brilliant launch of a new footwear store in Covent Garden. The store looked great itself, with innovative merchandising styles and a totally awesome light fixture with the bulbs in glass bottles hanging from the ceiling.
Other than the store and free Peroni, I got to see an exclusive preview of what we have to look forward to from Superdry this spring. With not only plenty more shoes, but a new fragrance, headphones, accessories and nail varnish collection due out next year, it is clear the brand are expanding on their already huge range of merchandise.
But what I love is that although all of these new additions may be delving into somewhat of a more trendy, high fashion kind of realm, the products still remain true to the brand and its roots. For example, the brand have been doing bright Converse-esque plimsolls and flip flops this summer, but for next Summer, are branching out into brogue styles for men, new shades of unisex espadrilles and adorably cute moccasin pumps and slouchy boots for women.
The moccasins are perhaps a step forward in Superdry’s style; however you can still tell they are Superdry through the eye-poppingly bold shades of lime green, fuschia and blue. The men’s brogues come in soft-washed suede of muted, neutral colours, but the soles and funky laces add a Superdry contrast in bright red and green. The brand are expanding on their boots with ultra-cool, Hunter-inspired wellies in the trademark shades for the festival season next year, and adding details to others in the form of heels, peep-toes and laces. What’s extra brilliant additionally is that all of these styles are made from the highest quality materials- premium leather, rubber and suede.
If you haven’t got your winter boots yet, it’ll be worth casting your eyes over the gorgeous cowboy boots and bang-on-trend ankle boots on offer for this season, too. They’ve even developed the Ugg style, with the leather and suede, and a fold over knitted detail. For a brand somewhat plagued by connotations of a kind of teenage, “basics” appeal and negative pre-judgements, Superdry continue to pleasantly surprise me when I look a little deeper. Step away from the overtly “labelled” tees and hoodies and you’ll discover a whole new avenue of style possibilities.
