Effortless Warmth: Superdry Jackets

By Ann Binlot Published February 16, 2013

Superdry Town Coat — Image used with permission by copyright holder

Don’t be deceived by the Japanese characters that are part of Superdry’s logo; the streetwear brand isn’t from the land of the Rising Sun. It actually started out a decade ago in Cheltenham, England. James Holder, who co-founded the label with Julian Dunkerton, came up with the idea for Superdry after a trip to Japan in 2003. Holder was so impressed with the country’s street fashion that he, Holder and one other person started the company with just a handful of t-shirt designs. And then came the celebrity following. Soccer star David Beckham sported one of the brand’s Osaka 6 shirts on the cover of his 2005 calendar, then a Big Brother contestant wore one of the shirts during the duration of his stay at the house. Soon Leonardo Dicaprio and Kate Winslet followed.

Call it luck for the company that refuses to advertise its products. Soon, the line expanded from t-shirts to hoodies and more. By 2010 it was valued at £400 million ($621 million) on the stock exchange. Now it sells to over 100 countries worldwide with 79 retail outlets in the United Kingdom, along with locations in the United States, Australia, Europe, South America and Asia.

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Superdry’s success can be accredited the fact that while it isn’t the most fashion forward company, its clothes are cool. Regular guys can outfit themselves in Superdry and feel stylish. Take the Town Coat, for instance. It’s a pretty simple, classic overcoat design, but the oxblood collar and orange trim give it a slight edge. And then there’s the Moody Norse Bomber. Its light weight and versatile design can make it the go-to casual jacket that will make any average Joe look good. And finally, the Hooded Polar Wind Cheater. Who wouldn’t want to cheat the wind in that thing?

So if you know any regular guys who could add a dose of style to their wardrobe, take them to Superdry. They won’t get scared off. We promise.

Former Digital Trends Contributor

Ann Binlot is a New York-based freelance writer who contributes to publications like The Economist, Wallpaper*, Monocle…

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