13 April 2013

Superdry AW13 Press Day

I cannot say I had ever held Superdry fashion on a high pedestal. While their infusion of "Japanese graphics and vintage Americana" has gained huge popularity around the world, the clothes felt overpriced, the overall style was too casual for my taste, and the brand's name was screaming at me unnecessarily from every product.

But the A/W 13 showroom in London revealed that Superdry is embracing a smarter and less ostentatious trend, including woollen peacoats, herringbone jackets, cable knitwear and denim shirts. The new collection retains the brand's urban roots, but with a classical approach. According to the company, the upcoming season is its "most forward-thinking, premium collection yet".

Superdry AW13 Press Day Superdry AW13 Press Day Superdry AW13 Press Day Superdry AW13 Press Day Superdry AW13 Press Day Superdry AW13 Press Day

© Joseph Kent / www.unlimitedbyjk.com

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