Superdry
"The timing is perfect!"
With SD Co by Superdry, Superdry presents a "sophisticated and stylishly evolved menswear collection that reinterprets heritage through an unmistakably British perspective." We met founder and CEO Julian Dunkerton for an interview.
Pitti, July 2025 - and a new highlight at Superdry: SD Co by Superdry. What was the central idea behind this move?
Julian Dunkerton, Founder & CEO Superdry: " Brands with a heritage like ours need to evolve - and appeal to consumers in a new way. That's what we're doing with SD Co by Superdry. The line allows us to reinvent classic preppy clothing and show that Superdry is far more than many people think. In doing so, we never lose sight of our core Superdry message - but interpret it in a contemporary way. It feels new and yet gives a sense of security. We are convinced that we are meeting the current demand: Preppy fashion is back - the timing is perfect.
Is SD Co by Superdry aimed at a specific age group?
No, the designs are not focused on one age group. We are targeting both those customers who have been with the brand since the beginning and a very young target group. The difference here is mainly in the styling: the same tops are combined with skate jeans by young customers, I personally would rather go for slim-fit trousers. (laughs)
What role do the theme of heritage and inspiration from the past play in the collection in general?
I study vintage products very closely and love fabrics. This collection combines an understanding of vintage with the present. When you look at our polo shirts and compare them with others, you notice that they look high-quality - and at the same time have a lot of character. You can feel the authenticity in every item of clothing.
Why do you think this is so in tune with the zeitgeist?
Very cleanly branded clothing often only appeals to one social group. But if something has a vintage character, it reaches all social groups. Personally, I wouldn't wear a very cleanly branded piece, but a vintage piece, that's what I like to wear.
Suppose you had to choose one word that the fashion industry should collectively internalize more: What would it be?
Inclusion. This is also extremely important to me with our collection. I want to offer the highest quality, but at a price point that is accessible. For me, this doesn't just apply to fashion: in all areas of life, the aim should be to include others - never to exclude them. Clothing must feel good, be of high quality, durable and affordable. That is democratic - and our daily aspiration.
