Superdry could be on the verge of becoming cool again after months of struggling to stay afloat.
The iconic Noughties brand once raked in £1.7 billion a year with its garments being worn by the likes of David Beckham, Lewis Hamilton and Idris Elba.
In more recent years, Superdry’s hoodies and T-shirts with their bold logos and Japanese writing have increasingly been seen as a ‘dad brand’.
But just months after founder Julian Dunkerton pledged to reinvent the brand to attract Gen Z customers, Superdry is taking social media by storm after drastically revamping its clothing.
The brand has been targeting influencers, who have hailed in the new era by posting shopping hauls and ‘outfit checks’ from the suffering retailer, by adopting the style of Gen Z beloved brands, such as Brandy Melville and Tommy Hilfiger.
Superdry could be on the verge of becoming cool again after months of struggling to stay afloat
Caitlin Ann, a 22-year-old influencer who studies at the University of Edinburgh, said on TikTok: ‘I have said it once and I’ll say it again, cool girls shop in Superdry.’
She added: ‘THIS IS NOT AN AD. I literally just cannot gatekeep how cute superdry is atm.’
Caitlin was wearing the £64.99 Americana Roll Neck knit jumper, which seems to have won Gen Z over with its Brandy Melville-esque design.
Users rushed to the comments to gush about the store’s new range – signalling that Superdry is back in vogue once more.
They wrote: ‘ITS SO CUTE IN THERE RN!! just got an afghan jacket from there, slept on frfr’;
‘LOVE IT but it’s so pricey’;
‘Work at superdry and the clothes are so good’;
‘I’ve shopped in superdry since 2021. It’s been cute for years but every body just seems to go to urban outfitters. I mean don’t get me wrong, I love urban just as much but superdry cargos are lush’;
Superdry has been targeting influencers and redesigned its clothing to be more similar to Gen Z beloved brands, such as Brandy Melville. Pictured: Evie Clark
The brand has been targeting influencers, who have hailed in the new era by posting shopping hauls and ‘outfit checks’ from the suffering retailer
Especially popular is the Americana Roll Neck knit jumper, with many a TikTok video showcasing the stylish jumper
Users rushed to the comments to gush about the store’s new range – signalling that Superdry is back in vogue once more
‘YES their womens stuff is so cute and the hate is always taking about those tshirts from 2012 as if they haven’t evolved.’
Speaking about the trend, personal stylist Lisa Talbot told FEMAIL: ‘Superdry certainly went through a period of complacency, their styling didn’t really change.
‘It was jeans, tees and sweatshirts with large logos which only appealed to a loyal brand audience.
‘Superdry has made a conscious effort to move into more ‘trend’ items which will draw a more youthful audience.
‘The brand is trying to be more sustainable with 39 per cent of their garments being made using renewable electricity in third-party factories. 62 per cent of bought garments contain organic, low-impact, or recycled materials.’
Speaking about the future of the brand, Lisa added: ‘Personally, I believe that incorporating items such as dresses, vest tops, knitwear and jackets with a more subtle logo will help drive traffic to the brand, together with a ready to wear leisure collection will help this brand become ‘cool’ again, it needs to move with the trends.’
In recent months, Superdry has been targeting influencers, including a collaboration with Evie Clark, who has more than 250,000 followers.
Evie posted a fashionable video of clothes from the summer collection, captioning her post: ‘The cutest summer fits.’
The £64.99 Americana Roll Neck knit jumper in particular seems to have won Gen Z over with its Brandy Melville-esque design
Maddie Wildeway, also based in the UK, posted a haul of Superdry clothes last week, using the hashtag #autumninspo
And Maddie Wildeway, also based in the UK, posted a haul of Superdry clothes last week, using the hashtag #autumninspo as she modelled a cream jumper and blue jeans.
Known for its hoodies and T-shirts, Superdry was once one of if not the coolest shops on the high street.
But it lost its appeal a long time ago to become a ‘dad brand’ despite splashing out on celebrity hook-ups with Brooklyn Beckham and Brazilian football superstar Neymar Jr, as well as having high profile fans such as Formula 1 driver Sir Lewis Hamilton.
Fashion editor Melanie Rickey told the Standard last year it had no cultural touchpoint, saying: ‘These days it’s definitely a dad brand. The website looks like Littlewoods or Next – really naff, and not aspirational.’
Meanwhile, Peter Williams, a former chairman of Superdry, told BBC Radio 4’s Today programme the brand was now ‘probably not as cool as it used to be’.
He added: ‘That’s the problem because teenagers don’t necessarily want to shop where their parents used to shop and there is this natural culling of fashion brands that goes on.’
In April, Superdry delisted from the London Stock Exchange in a bid to avoid plunging into administration.
In July, millionaire boss and founder Julian Dunkerton pledged to reinvent the brand to target more Gen Z shoppers after posting losses of £25m.
Julian Dunkerton, the founder of Superdry, is determined to restore the brand’s cool factor as it transitions from being a London Stock Exchange (LSE)-listed company
Superdry co-founder Julian Dunkerton, 59, pictured with his wife Jade Holland Cooper at Cheltenham Festival in 2023, announced a restructuring plan to save the business
Dunkerton, 59, who established Superdry in 2003, said he was aiming to make the brand more relevant to customers through a significant overhaul, marking the end of its 15-year presence on the LSE.
Superdry’s financial report in January showed a 23.5% revenue decline to £219 million in the six months leading up to November, with losses widening to £25 million, raising concerns about potential administration.
In response, Dunkerton, also the CEO, initiated a rescue plan involving rent reductions for underperforming stores, an equity raise of up to £10 million, and the company’s delisting from the LSE.
He told the Telegraph in an interview that the upcoming months would focus on ‘reinvention’ – and now, he seems to have done just that.
Dunkerton, unashamed of attracting older shoppers, stressed the importance of also appealing to younger consumers.
As part of the revamp, Superdry streamlined its clothing range from 4,000 items per season to 1,600, shifting away from heavily branded items with bold graphics and Japanese writing, which some critics found ‘inauthentic’.
Dunkerton emphasised the persistence of Japanese influences in some designs, though they will no longer dominate.
The new lines are more youthful, drawing inspiration from ‘Americana’ design akin to Gen Z favourite Brandy Melville, and other collections will echo Ralph Lauren, Barbour and Orlebar Brown styles.
In more recent years, Superdry’s hoodies and T-shirts with their bold logos and Japanese writing have increasingly been seen as a ‘dad brand’ (file photo)
Superdry is adapting its collections to different age groups, including using smaller logos for millennial customers who Mr Dunkerton believes prefer subtle branding.
‘I genuinely think this is a turning point for any brand,’ Dunkerton said, reflecting on Superdry’s rapid rise and subsequent challenges.
He is proud of the company’s direction and enlisted his 37-year-old wife, fashion designer Jade Holland Cooper, to assist with the brand’s visual refresh.
Mr Dunkerton said: ‘[Jade]’s been a huge help on the styling, the photographer, the lighting.
‘It’s lucky being married to a woman who has got skills which I patently haven’t got.’
Dunkerton is optimistic about Superdry’s future despite past struggles, including a boardroom coup in 2019, which he termed a ‘renaissance moment.’
He attributes recent difficulties to inherited issues like excess stock and a disbanded brand team.
Cost-cutting measures, including rent reductions, were necessary to manage financial pressures.
The decision to delist from the LSE stems from frustrations over the high costs and regulatory burdens associated with being a publicly listed company.