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Superdry in South Africa

Over the past decade, a new brand has conquered the market of urban street-wear in the UK called Superdry. In the recent years, the trend has went on to conquer several countries in the world, specifically in Europe, Asia and the Pacific, also including South Africa, the top country in the African continent when it comes to European street wear brands. Let’s see what made Superdry this popular, what’s their inspiration and also the brand’s availability in South Africa.



Superdry is a very special brand the style of which has since gave lots of inspiration also for other street wear brands all over the world. The founders of Superdry are two young designers Julian Dunkerton and Ian Hibbs upon returning from their trip from Japan and resulted in something overly unique. When the brand first came out with its collection, it counted unique in Europe, mainly because the designer team behind the brand took its main inspiration from US college wear and Japanese street wear implementing much of these styles in their clothes.

The collection of Superdry mainly consists of sporty clothes, neon colour US style emblems featured on its clothes and also the implementation of Japanese symbols and writing creating a very interesting mix that has since really conquered the world and is partly responsible for the trend of reviving US college wear and sportswear for street wear these past years. It is really no wonder that the brand has become overly successful especially in the circle of students first and therefore the first stores of Superdry and co-brand Cult (which was the initial name of Superdry that has changed over the first years) are located.

As for its style Superdry is rather a sporty street style brands , making much of its trade with its great looking t-shirts, tops, hoodies while also dealing with jumpers, trousers, skirts and just everything and anything which can be worn cosily for the street. The Japanese logo of Superdry literally means “Kyokudo kansou shinasai" – Dry it extremely. Superdry is part of SuperGroup that also owns the other brand called Cult. Superdry makes garments for both men and women.

Superdry, similarly to Zara doesn’t use much of advertising or campaigns in order to gain more attention, rather wishes to spend this money on providing clothes. As for the price of its garments, these are very low, especially in UK standards while in Europe they sell for a mid-range price similarly to other street wear brands mainly coming from Spain. Superdry was also among the first stores implementing a very developed e-shopping website where you can also pay with PayPal, offering international (free) delivery and good warranty.

Superdry manages stores in franchise systems and its newest stores have recently opened in China, Saudi Arabia, Qatar, UAE and Egypt. In South Africa Superdry has recently launched three label stores, in Cape Town, Johannesburg and in Sandton. As for their location, the Johannesburg store can be found in the Nicolay Shopping Centre, the Sandton store is located at Rivonia Road and in Cape Town, Superdry has a store in W&A Waterfront Shopping Centre.

Don’t miss out on visiting Superdry’s stores in South Africa, if you want to wear garments which look hip and trendy and in the same time they are also very cosy to wear.

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