Casual clothing phenomenon Superdry has just opened a new retail HQ, and it’s a sight to behold. Set over four floors of prime real estate in the middle of Regent Street, it’s more a department store than a one-brand boutique.
Alongside the extensive menswear collection, the 25,000sq ft store plays host to some impressive interior design — including a giant video wall and a sweeping concrete staircase. In the basement, there’s even a TommyGuns barbershop, should you fancy a trim while admiring the new tailoring range.
We caught up with Superdry’s energetic brand and design director James Holder to learn more about the new store and find out just what it is that gives this young brand its edge.
103/113 Regent Street, London W1 superdry.com
What sets the store apart on Regent Street?
“For the design of the store we installed ultra-premium furniture, materials and lighting — we even sourced searchlights from old Suez Canal boats. The timber floors were reclaimed from French industrial buildings, the tumbled slate cobbles from Brazil and the dark wood wall cladding from Belgian cargo train floors. We gain inspiration from anywhere and everywhere at Superdry.”
what new products can we expect to see in store?
“We’ve just collaborated with English shoemaker Cheaney to create a range of beautifully crafted leather footwear. Attention to detail is high in the collection, with subtle features such as chunky pull-tabs, colour-pop lined tongues, and a gold leaf stamp dotted throughout. We’ve also introduced a range of tailored pieces for men, including tweed jackets, cotton blazers and woollen trousers, which preempts a collaboration we have planned for later in the year with a renowned British tailor. It’s all very exciting.”
Our pick from Superdry’s spring/summer collection:
Tweed fine tailoring jacket £130, white premium dress shirt £45
Blue heavy raw Officer jeans £80
Handcrafted Superdry/Cheaney boots from £300
Photograph by Studio 33