Superdry: A New Era DawnsSuperdry: A New Era Dawns

Superdry: A New Era Dawns

On November 25, London played host to a seminal moment for the British fashion brand Superdry with the launch of their Oxford Street Experience.

Co-founder and CEO Julian Dunkerton took center stage to unveil a bold new chapter. He stated: “2025 has been a transformative year for Superdry. We’ve taken the tough but necessary steps to rebuild our business and refocus on design, quality, and sustainability. Superdry & Co embodies that renewed spirit – creative, disciplined, and connected to its roots.” With these words, the brand launched their Superdry & Co branding, signaling a significant rebirth for the iconic British label. The “& Co” extension reflects the expansion of the Superdry universe. Opening the brand to future collaborations and sub brands.

As such, it added Bench, the iconic Y2K brand, to its umbrella, which takes over the lower ground floor of the flagship store with its 2000s aesthetic. Further, the brand Cult by Superddry was introduced, reviving the rebellious energy of the original iconic 1990s label Cult Clothing with oversized fits and collegiate influences. Meanwhile, on the first floor, responding to Gen Z buying behavior, a new vintage and upcycled concept space was introduced, featuring a large selection of vintage Ralph Lauren, Carhartt, and other brands. “We deliver vintage in a way that nobody else does – we clean it and sell it like it’s new. (…) It is key to the next generation,” Dunkerton explains.

The event, hosted in the brand’s flagship store, was a statement of creative freedom and renewed vision. Dunkerton shared insights into Superdry’s fresh roadmap, highlighting plans for expansion through franchising, wholesale, and concessions, particularly targeting growth markets. Important is the product: the Japanese kanji was removed and replaced by a friendly, preppy aesthetic while keeping the brand coherent and at a consumer, Gen Z, and Alpha-friendly price point. After all, Superdry has returned to profit with Dunkerton at the helm. Through a tighter infrastructure, a focus on wholesale and growth markets, consumer-friendly price points, and a collection that hits the nerve of the times, Superdry is a refreshed industry player ready for the challenges of 2026 and beyond.