On the same day it opened its flagship store in Shanghai, British high street label Superdry launched a new capsule sportswear line for spring 2017 with a presentation staged over a dinner during London Collections: Men at its Regent Street flagship store cohosted by the British Fashion Council.
The collection, for both men and women, takes in everything from running and cycling to gym and yoga and ath-leisure, too, and features a peppy lineup of exercise tights, crop tops, vests, hoodies, lightweight bombers, plus kit bags and sneakers. Gray and monochromatic base shades were shot with bursts of neon in pink, blue, yellow and that signature Superdry orange. Moisture-wicking technology was also much in evidence.
There was an additional see-now-buy-now consumer-facing element to the collection, with selected pieces available to buy immediately.
“There’s obviously a huge gap in the market for a brand like us; with the muscle to move into a more technical base,” said cofounder, production and design director Julian Dunkerton, “and we will be constantly evolving and growing this part of our business.”
“It’s a natural step from the heritage of our sweats and hoodies we are known for worldwide,” added chief executive officer Euan Sutherland.
The dinner, catered by the U.K. Balthazar, was attended by guests including British Fashion Council ceo Caroline Rush, LCM chairman and GQ editor Dylan Jones, David Gandy, Oliver Cheshire, fitness guru Kayla Itsines and vloggers The Lean Machine.
Next up is a new 12,000-square-foot site on Manhattan’s 34th Street opening July 15 plus a new “Next Generation” concept store along the lines of the one in Westfield London launching in just four weeks in an, as yet, undisclosed location in the U.K.
“We’re in a constant process of evolution,” said Dunkerton. His sport of choice? “Fishing,” he laughed sheepishly. “I’m not the most sporty.”