This SS19 Superdry takes us on a vibrant and colourful journey across the globe. A fresh and innovative product mix is enriched with creative influences collected from a variety of international stop-off points. Intricate design details and fabric upgrades take centre stage bringing a wardrobe update to accompany what is hoped will be a balmy and sun-drenched summer.
Menswear’s ‘Mariner’ range stays close to the coast but looks toward Ernest Hemmingway and his adventures of an old man at sea. Textured herringbones and blotchy florals span across oxford-based fabrics and signature product such as the Sunscorched Short and the Dry Originals Tee. Sun-kissed pastels and Hawaiian prints inspired by 1930’s travel posters give an Islander lifestyle feel to this look.
Moving over to Northern California, American folklore and heritage give a sense of a far less complicated way of life within menswear’s ‘Big Sur’ collection. Worn rusted and homespun denim fixed with patching is mixed with military surplus and workwear overalls in tonal weaves and textures. There is a sense of the bohemian traveller with twill structures, plaids and duck canvas.
Ending our journey back on British soil, grime culture paves the way for men’s ‘Nu Lad’ range. Oversized logos mixed with contemporary and relevant athleisure give an element of street chic in a colour-blocked primary palette of red, navy and optic. This story is set to stimulate the senses with Digi prints and camo, worn with simple, sleek tennis trainers.
Designed with a more youthful, urban customer at its heart, men’s ‘Skate Lux’ collection plays homage to 90’s skateboarding and BMX on the Californian sidewalk. Box fits are key, seen across tees, sweats and shirts. Accessories such as caps and cross body bags are bold with ice-cream pastels offset with a fresh take on camo – this story is about pushing the boundaries and living your best summer.
With clearly defined collection themes and more unique prints, colour and detail than ever before, Superdry’s SS19 is true to brand whilst elevated with an array of trend-lead, contemporary newness.