Last night saw the launch of global brand Superdry’s collaboration with British tailor, Timothy Everest, at Superdry’s impressive three-floor flagship store on London’s Regent Street, introducing a tight and focused womenswear range.
Superdry founders James Holder and Julian Dunkerton along with Timothy Everest hosted the launch event where bespoke cocktails came courtesy of the experimental cocktail club, all named after the key influences of the collection. While guests sipped and mingled, they browsed the traditional mannequins thoroughly Superdry modernised and clothed in the collections different looks: Country Rebel, Rock Rebel, The Muse and The Town Coat.
The collection is a step on for Superdry and even appeals to a slightly more fashion savvy sophisticated consumer, more likely to browse Netaporter than be bedecked in street wear.
The Town Coat is described as Agness Deyn meets Pixie Lott showing that this look is aimed at a girl who prefers urban pursuits. The coat comes in three colour options Super melton navy, herringbone and fishbone. The Muse on the other hand, has elements of French chic gamine meets Brit attitude with its gently sloping single breasted lapel that features twelve dome buttons, fronting it out as a double-breasted jacket but with the sleekness and refinement of a single breasted style. This makes it my favourite instantly.
Debbie Harry meets Chrissie Hynde describes the Rock Rebel (in Dogtooth and Black) – the jacket for all occasions with its centre back vent to give easy movement, while the Country Rebel is a single breasted 3-button number, featuring a sporty jet-ticket pocket and high cut notch lapel in herringbone, Forrest Slub and super optical (with two lapel tipping colours – cobalt or pink).
The collection shows that Superdry has many faces and is a move on from its branded norm, no doubt capturing broader appeal.
Prices range from £75 for wool shorts and skirts to £250 for the Town Coat. Rock Rebel, Muse and Country Rebel blazers are priced £175. Timothy Everest for Superdry is available exclusively from Superdry’s Regent St flagship store and online from the end of May 2013. But I have no doubts in suggesting that this collection will go global. And soon.