Superdry is a global brand and a successful business, but few people know their story began on the vintage markets of London. SA AW21 marks an exciting new direction, reconnecting with the soul of the brand and the journey of individual style.
Launching the new season with the Original and Vintage collection, Superdry has partnered with British actor, Hero Fiennes Tiffin, star of the film, ‘After We Collided’ the much-anticipated sequel to the 2019 hit film, ‘After’.
The campaign is inspired by a Joseph Sterling book, found on a vintage buying trip to La Brea in Los Angles. The Age of Adolescence captures American youth, late 1950s early 1960s at the start of rebel teenage culture. The launch is an expression of this style for the 21st century, photographed in black and white and colour, the story encapsulates, cool vintage style, a rebellious attitude and the energy of youth.
‘This campaign is our first creative concept which re-engages the true soul of the brand. The Original and Vintage style category is one of our signature aesthetics, it is loved by the style obsessed all over the world and across generations. It is on point and effortlessly cool. We have an authentic approach to craftsmanship and a truthful spirit in the narrative of this collection. We were looking for an icon to embody this relaxed confidence and bring a level of rebellious charm. No one does this better than Hero. We were inspired by the idea of heroes and rebels, which kind of feels right and natural for launching this collection.’ Phil Dickinson, Creative Director at Superdry.
Hero Fiennes Tiffin: ‘For me, this was a great partnership and creative project, as this is the kind of style I love to wear anyway. I was once given some very good advice: Make sure you wear the clothes and don’t let the clothes wear you.’
Taking its style cues from Americana, our lead rebel, Hero Fiennes, wears the new Superdry Original & Vintage collection and styles from the limited-edition pinnacle collection, DRY. Wearing the DRY varsity jacket created in collaboration with renowned US manufacturers, Golden Bear, Hero epitomises the spirit of generations of rebels before him.
Key looks feature Japanese indigo, denim worker jacket, classic organic cotton white T-shirts, unique hand drawn graphics and hand finished denim jeans.
Superdry is a contemporary brand focussed on delivering high style and premium quality products in 4 collections. Inspired by the cultures of America, Japan and Britain Superdry delivers beautifully crafted, relaxed style with engaging content. Methods of making, attention to detail, premium materials and hand drawn art are the signature details of the collections. Superdry has a significant global presence in 65 countries.
Superdry.com our digital experience retails safely and securely to over 100 countries worldwide.
www.superdry.co.za
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