There used to be many reasons for shoppers aged over 30 to walk past a Superdry store. For a start there was the loud music, the bright clothes that seemed to fit only petite, right-on teenagers, the excessive branding (including the meaningless Japanese characters — cultural appropriation, anyone?) and then, of course, there was the price, which could be steep. Not to mention that if you bought a Superdry puffer jacket, one of its “iconic” products, the chances were you would bump into someone wearing the same one.
However, that vision of Superdry is long outdated and the retailer is fast on its way to becoming a global brand. As such, it is worth more than a casual glance from punters.
Superdry traces its history