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DISCOVER THE SUPERDRY AW18 COLLECTION
INSPIRED BY AMERICA'S ICONIC URBAN LANDSCAPE
Superdry consistently deliver an accurate litmus test forecasting the street trends for each upcoming season. This Autumn/winter 2018 season there is no gainsaying that the Superdry AW18 collection is replete with fresh, contemporary style and modernist reinterpretations. The design team have pulled inspiration from America's iconic urban landscape. Hardcore Superdry fans will be pleased to see the return of many of the brands signature graphics and ostentatious colour palette. There is the quotidian of soft retro nostalgia and a new capsule of intricate accessories, so let’s take a closer look.
Wax coated jackets bring a military feel and Athleisure continues to be a focus. The ‘Back in the day’ collection looks to the early 80s New York beat box scene and old school breakdancing for inspiration. The ‘London Calling’ range lets 80s counter culture rule in a melting pot of punk rock, ska and reggae. 'Merchant Store’ brings vintage workwear and American mill plaids into the current day. The workwear authenticity and its roots are clear, but it has been given a contemporary twist.
Superdry Premium Classic Leather Jacket
Very much the show pony from the AW18 collection. This Premium Classic Leather Jacket is incontestable, with an asymmetrical zip to give it an unconventional 'warped' look. Not just for style, this jacket features quilting on the shoulders which will offer the wearer protection, as well as a very musculature look. It's fish mouth notch lapels add a dandy element to the piece, which could prove to be the biggest investment you make this season. You can give this jacket a modern-youthful expression by styling over a bright star repeat pattern shirt with a diminutive cutaway collar and concealed button placket.
Rookie Ridge Lumber Jack Shirt
I'm a huge proponent of the Lumberjack shirt, having worked in a saw mill for close to five years; it's a look that's dear to my heart. This Superdry men’s Rookie Ridge shirt can be styled with having just the top two buttons done to highlight the layering. Draped over the top is the Rookie heavy weather parka jacket, but relax everyone, it’s a faux fur trim on the hood (we all know which way that movement is going). It's a potent look and the camo is a nice pattern that is not often associated with parkas. A very urbane look and easily identifiable as Superdry.
The Star-bright Sneakers
Carrying on the camo theme, there are new camo hoodies available for this AW18 season. The Superdry Hoodies are synonymous with comfort and lounge-ability. You can also ameliorate your street game with a bright coloured technical wind cheater. The cuffed sleeves will ensure no icy winds will rapine your precious body heat this winter. A word on the sneakers; the best thing about Superdry sneakers is the accessible price point. At the time of writing, these trainers are not on the website but there's an abundance of styles to choose from and some styles starting from just £29.99.
Aviator Hoodie Jacket
A standout pick for me this season will be this Superdry men’s Patch Rookie Flight bomber jacket. This will be a very voguish staple jacket for a few seasons, timely too as we're going to be getting plenty of movie stills from the Top Gun sequel as production has already begun. What distinguishes this classic bomber from previous incarnations is the detachable hoodie lining making this a great layering piece. The Patch Rookie Flight bomber is ornate, embellished with a plethora of applique badges on the sleeves and chest. I feel the need, the need ... oh there's plenty of time for that next year.
The Sherpa Hoodie
There are some out-there hoodies, and some dialled in hoodies. This Mountain Sherpa Hoodie with cuffed sleeves is more muted in tone and colour. It has an incredibly textured appeal that you don't just want to wear, you want to be around the people wearing it. You want to touch and have that connection with nature. The Superdry hoodie range truly has something for everybody, the collection hasn't just moved on, it's augmented into sports retro, 80s motif, quilted hybrids and so on.
Superdry’s AW18 collection has an obsession with design, quality and fit underpinned by relentless innovation. Defined by attitude not age, the range is epitomised by the label's clear brand purpose: "We create the clothes, you create the stories".