Written by Peter Brooker in New Collections on the 29th August 2017

This month see's the release of Superdry's latest campaign entitled 'We've Got Your Back'. In keeping with their typical collegiate style it's a campaign designed for the start of a new semester focusing on new transitional jackets, sweat range and backpacks.

Whilst Superdry prides itself on being a brand with longevity that will appeal to customers through all life stages and be a part of their lives beyond any individual product, this is clearly a campaign targeting its younger sub-25 demographic. The lookbook zeros-in on the importance of layering with a mix of staple pieces to take you right through from the end of summer through to autumn/winter 2017.

Supergroup (the company that owns Superdry) have listened to their consumer surveys published last year on their annual reports and delivered on their plan to manoeuvre away from their preconceived masculine image and penetrate the female market and build on their athleisure range. Whilst Superdry has a huge globalisation incentive, netting roughly £70 million a year profit from its 21 stores and concessions in North America, 475 in Europe and 176 franchises & concessions (net report 2016) the lookbook is a welcome return to familiar surroundings, namely London. Shot in Ladbrook Grove north-west London in the Royal Borough of Kensington and Chelsea, the imagery emboldens the Britishness of the brand.

The We've Got Your Back collection has plenty of energy, colour and encapsulates the brand values and their four product attributes which are: design detail; quality obsession; end-to-end innovation; and affordability. There are some daring additions that caught my eye, noticeably the Hooded Box Quilt Fuji Jacket. It's quilted throughout and is offered in the traditional colours of Navy, Black, Red and Royal Blue, but the Lime colourway is a real standout. It layers perfectly with neutral colours such as Marl Grey and muted Blues. It has the traditional subtle Superdry branding and is perfect for chilly British autumnal days at the skatepark.

Another great look that transcends street casual and sports are the Stadium Joggers. It's got all the hallmarks of strong Superdry branding down both sides of the leg and on the back pocket. The layering is key here and well delivered with an oversized T-shirt and matching hoodie. Whether you're braving a morning run or looking to bank 12 hours on the couch after a big night out, Superdry has got you covered. As a former seller of Superdry a few years ago I can tell you the Technical Windcheater was just a cash cow for our independent store. They've adopted a Dark Charcoal and Khaki inner lining for the new season with the traditional triple zip and ribbed collar rise. The thumbholes in the ribbed cuffs proved innovative allowing extra mobility and balance on the board, as well as accessibility and grip on the bike.

There is just a cornucopia of Superdry bags to choose from for the coming season. They range between subtlety and theatrical. There's the vintage styling of the Festival Bag or the perforated Kayem Messenger Bag, redolent of 80s American glam. Take your pick and pack like you're not coming back. My personal favourite from the range has to be the Rogue Patch Trucker Denim Jacket. I love the styling and accoutrements of the logo badges peppered around the arms and chest - a real nod to the American blue collar working man of the 80s and pairing it with a contrast coloured hoodie brings the needle all the way back to modern day street casual.

Final Thoughts 

I'm pleased to see Superdry release a capsule dedicated to its younger demographic. It's within these ranks of the unabashed, the fearless and the feckless that the magic of Superdry really shines through. The coming of age generation isn’t concerned with awkwardly retro-fitting their style that bares no relevance to their surroundings or social-climate. This relaxed street attire delivers a perfect balance between style and pleasure. It exudes attitude and bravado that can only be truly expressed when the image and the narrative is not distorted or incongruent.

“People are proud to wear our brand and we have very loyal customers. They feel the integrity of every single aspect of Superdry – whether it’s the shop fit, the product, our colleagues – and it is authentic.” – Julian Dunkerton (Founder, Product and Brand Director).

With quotes from Julian Dunkerton, we take a look at the new Superdry AW17 collection aimed at a younger sub-25 demographic titled ‘We’ve Got Your Back’.