What Superdry is known for
British streetwear brand founded 2003 by Julian Dunkerton, evolving from his 1985 Cheltenham shop Cult Clothing; known for faux-Japanese graphics like the Osaka 6 tee fused with vintage American and British styling. Headquartered in Cheltenham, Gloucestershire.
Superdry traces to Cult Clothing, a shop Julian Dunkerton co-founded in Cheltenham in 1985. In 2003 Dunkerton, together with James Holder and Theo Karpathios, developed Superdry as a new in-house brand, opening the first standalone Superdry store in London's Covent Garden in 2004. The brand's signature look - bold Japanese-style typography layered with American vintage and British tailoring cues - grew out of a trip to Tokyo; the Superdry name itself was reportedly lifted from a mistranslated label on a Japanese beer bottle rather than any authentic Japanese source. The company listed on the London Stock Exchange in 2010 and expanded into 157 countries at its peak. Dunkerton returned as CEO in April 2019 to refocus the brand on design and product quality.
In the press
- The Guardian 2024
Best for — Fusion polos, vintage graphics
India
Where next
- Trophy Clothing Denim — Osaka
- Warehouse & Co. — Osaka
- Nakazakicho — Osaka
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