The sportswear brand goes for a more tailored look
Known predominately for the hoodies and t-shirts emblazoned with retro graphics, for Spring/Summer 13 casual sports wear brand Superdry have moved things in a more sartorial direction, collaborating with ex-Savile Row tailor Timothy Everest. “We met at trade fair Bread and Butter a few seasons ago and discovered that we had a lot of shared ideas about quality and pushing design while respecting heritage,” says James Holder from Superdry. “We had wanted to do a collaboration based around suiting for some time but hadn't managed to find someone that we felt would work and would work with our customers. When we met Timothy, we knew we had found our man”.
Based around four individual figures, The Super Spy, The Bank Robber, The San Franciscan and The Country Rebel, Everest has produced a collection of suits that both look to his talents as a tailor and update the idea of a modern suit for the Superdry man. Classic materials including herringbone, tweed, black sateen, sharkskin and dogtooth all feature throughout the line. Added details making the pieces relevant in an everyday context include slimmed down lapels, stand up collars and secret pockets. “It was important that the line gelled with the existing Superdry ethos and that it wasn’t this pretentious thing that no-one was going to buy,” says Timothy Everest.
Looking to create something that appealed to today's young guy interested in suiting, Everest has pulled his references from various different era's to make a capsule that looks back at what has been before, at the same time providing something for today. “The world that we live in now, every style has already been done. We really felt the way to make something for now was to look back at British tailoring from the 50s, 60s and 70s but make it feel 2012 or 2013 and ultimately feel wearable and fun,” explains the dapper designer.