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SUPERDRY LAUNCH THEIR AW17 RANGE

FROM 90S ENGLAND TO 70S SKI CHALET STYLE

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Superdry Launch Their AW17 Range

Superdry have unveiled their new AW17 campaign and it’s an eclectic mix of ripped denim, Camo and check mixed prints with a big focus on Down and army inspired jackets. Men's graphics look to 90s England and conjure up a nostalgia of 70s ski chalet style; knitwear sees a strong injection of bold colour.

Recently we zeroed in on the Superdry AW17 'We've got your back' campaign which was designed for the start of a new semester focusing on new transitional jackets, sweat range and backpacks. It was almost a buffer, a teaser trailer if you will, for the worldwide release of their Autumn/Winter 2017 collection. MenswearStyle was recently given an early look at this collection, and we've picked out the bones (the key pieces) and highlighted the standouts.

An interesting pairing here, the faded olive green brickwork against the cracked-decaying pinks and blues of a backstreet London storage unit. Of course, I jest. I'm talking about the Superdry men’s Army Corps shirt above the Camo hoody. This form of layering works on a number of levels. The colours are coordinated between the greens and blacks and the shirt is a heavyweight fabric, perhaps denser than the hoody itself. A great key to boss layering is to stick to simple colour palettes and work outwards from lighter to heavier garments. The shirt comes with Military-style embroidered patches above one pocket and also on one sleeve. The Army Corps shirt is finished with button cuffs and an embroidered Superdry logo patch on one sleeve.

I normally wouldn't recommend wearing this Superdry men’s Rogue Patch Trucker denim jacket to the office, but if your office has a post-modern pre-completion look to it then why not? This trucker jacket is a neat twist on the classic denim jacket design, with 5 different Superdry logo badges and 4 front pockets. Notice how this chap is keen to roll back the cuffs? Perfect if you're layering with a raglan long-sleeve or merely want to show off some cool tattoos on the back of your hand. It also comes in a lighter dip-dyed blue colour called hammered vintage.

We all know how the British winter lasts for seemingly perpetuity (we don't need to Photoshop puddles and clouds in this country). This evocatively eye-widening Down jacket should provide ample protection. Sensibly placed and roomy square pockets with press stud fastening over a zip placket combines a crisp look with functionality. It’s also very versatile as it can be layered over a retro sports tracksuit as well as a cable knit sweater and denim.

Interesting layering here - on closer inspection, I've noticed this gentleman has opted to wear his checked shirt outside of his crew neck sweater. Clearly a man that enjoys living dangerously, which is really the message one is trying to deliver when you decide to rock a leather jacket. How much of rebel are you if you wear your shirt under your sweater? Whilst some layering rules are placable, others need to be adhered. He has done well with keeping the colours neutral in tones of dark grey and black and the fit looks crisp and tailored without being figure hugging.

We mentioned in the opening paragraph that some of the looks have evoked the 90s England spirit. Some of the appliqués and patterns on the men in this look crystallise that sentiment. It echoes street, it echoes urban, maybe a renaissance of the 90s rave scene with some of the dip-dye effects on the outerwear and the neon-handwriting all-over print logo designs on the hoodies and tees. It’s a vibrant look and Superdry have never shirked away from bold prints and logos. Yes, they've incorporated subtler looks - i'm thinking predominately of their collaborations with the likes of Idris Elba, but generally they like to make a statement. They're unabashed and unafraid when it comes to designs. However, they’re still a brand that continues to evolve, to interpret the new and the old. They're always a brand you can't help but keep your eyes on. Shop Superdry’s full Autumn/Winter 2017 range here.

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