It was in 2003 during an inspirational trip to Tokyo that Superdry was born. Founders Julian Dunkerton and friend James Holder came up with the idea to create a line of clothing that embraced the bold Japanese text in its designs.
With English phrases translated, it was intentional to reverse-mimic the widespread misuse of English in advertising. With a subtle blend of Americana vintage and British tailoring, the script has become synonymous with Superdry sunglasses. This distinct influence mixed with an urban streetwear feel has made the British brand’s recognisable and wearable shapes stand apart.
A dynamic style results in a selection of bright colours, mirrored lenses and complementary prints made with a strong attention to detail.