The Bite Magazine

bite

men

the creative and commercial importance of British brands

as well as emerging talent to a worldwide platform. This

January saw Superdry reveal their most diverse collection to

date, reflecting their status as a global lifestyle brand and a

favourite among celebrities and style influencers.The AW14

collection presented at the British Fashion Council’s show

space at The Old Sorting Office in central London consisted

of both men’s and women’s attire shown together for the

first time with Superdry style tribes flooding the catwalk

with key looks ranging from leather and print to military

classics with bold twists.

Celebrity guests spotted on the FROW (front row)

included Samuel L Jackson, Nick Grimshaw, Luke Evans,

Oliver Cheshire, George Craig, Lilah Parsons, Oliver

Proudlock, Hugo Taylor and Amy Molyneaux. Without a

doubt, they all seemed more than impressed by this label

that has combined vintage Americana styling with Japanese

inspired graphics and has quietly and quite cleverly (with

little or no publicity) moved up the ranks in becoming one

of the top British international branded clothing companies.

James Holder, Superdry’s co-founder, said: “As a British

brand, we are extremely proud to be part of London

Collections: Men. The sheer scale and diversity of the

collections surprised everyone at The Event, while the

show’s energy and impact reflected the passion that runs

deeply through the Superdry brand.”

Before the models took to the catwalk, guests were

treated to rum mojitos and lychee & blackberry martinis

created by the mixologists, while they grazed on crab sushi

rolls and slider burgers at the pre-show cocktail reception.

And after the show, a party celebration hosted by DJ and

British Fashion Council Menswear Ambassador Nick

Grimshaw ensured that the buzz created by the AW14

collection continued well into the night.