This AW18, Superdry looks to the past and breathes fresh air into classic styles to create on-trend, contemporary and modernist reinterpretations.

70’s nostalgia and western influences ring true across womenswear’s AW18 range ‘All American Girl’. Hand-drawn eagles and vintage florals are seen across distressed and ripped denim, with washed cords and rose pink Sherpa trimmed jackets taking centre stage. Delicately embroidered dresses and eyelet broderie skirts bring a feminine edge against badged check shirts and dungarees, chunky cable knits in chestnut and rich desert caramel hues feature heavily.

In contrast the ‘New Army’ collection sees sequins, studs and luxe metallics add a statement to hoodies and sweats which are paired with skinny biker jeans. Wax coated jackets bring a military feel whilst lace-detail and velvet dresses soften the range in opulent deep red, indigo, khaki and ochre.

Athleisure continues to be a focus across both men’s and womenswear this Autumn/Winter. Bold clashing colours and statement up-scaled logo prints pull this story together in women’s ‘Urban Street’ to create an edgy statement look. Hero items include a 90’s oversized puffa in acid yellow and a matching tracksuit with side stripe detailing. Menswear’s ‘Back in the day’ collection looks to the early 80’s New York beat box scene and old school breakdancing on flattened boxes for inspiration. Pops of bright primary colours are seen on nylon cagoules and accessories whilst cosy shearlings are made to be worn over tricot tracksuits.

Menswear’s ‘London Calling’ let’s 80’s counter culture rule in a melting pot of punk rock, ska and reggae. Inspired by The Clash, slim leg tear and repair denim sits with graphic statement tees modernised with tailored trench coats to give the deconstructed vibe a British sartorial cut.

The ‘Merchant Store’ range brings vintage workwear and American mill plaids and outerwear into the current day. Waxed and weathered canvas clothing staples are slimmed down and given updated trims. Dirt bike jackets are worn with slim cargo pants to complete the rough and ready look. The workwear authenticity and its roots are clear, but it has been given a contemporary twist. Superdry’s AW18 collection has an obsession with design, quality and fit underpinned by relentless innovation.

Defined by attitude not age, the range is epitomised by our clear brand purpose: We create the clothes, you create the stories.


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