Page 207 - The Bite Magazine - Issue 11

bitemen
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.
www.superdry.com