Superdry is a unique and funky clothing and accessories brand which was founded 2003. What makes Superdry different to other brands is its eclectic fusion of all American style with a strong touch of Japanese fashion influences which is mainly conveyed with the use of graphic prints which you will see featured on the clothing and accessories. It was following a trip to Tokyo that the founders of Superdry actually decided to launch the brand as they were so inspired by the dynamic Japanese style and trends and thought it would merge well with an American/European foundation. American style is great but you have to inject something a little more globally relevant and interesting to separate your brand from the hundreds of others in the industry.

What people like about Superdry is that it gives you a sense of wearing something unique. The brand prides itself on maintaining a limited edition feel to its clothing and accessories and is constantly updating its collections.

Superdry is mainly noted for its funky range of t-shirts, hoodies and bags which typically feature a retro style with graphic designed images. The Osaka t-shirts are particulary popular and come in an array of funky colours. David Beckham was also pictured wearing an Osaka Superdry t-shirt which certainly helped to put the brand on the map and give it a cool, trendy and masculine image. Ultimately Superdry aims to give people the ability to express their personality in their style and stand out from the crowd.

Superdry have extended their lines and collections and with a large store in Covent Garden in London as well as a number of concession stores, the brand is certainly obtaining a great reputation and is popular among the fash pack and celebrities.

Superdry watches maintain the same theme as the clothing; they keep up with current style trends but inject a Japanese inspired enhancement to the look. A brand new style to look out for is the Superdry Sport collection. These come in an array of vibrant colours including blue, orange, white, hot pink and green and as the name suggests, have a sporty aesthetic. With a simple design including a plastic strap, the main focus of these watches is in the bold colour and the Superdry logo on the dial and strap which also includes the Japanese lettering translation. The Lumber is also a hot new Superdry style and comes in a version for men and women – the Lumber Girl (designed for a smaller wrist). Capturing key watch trends such as a wide strap and large dial, the lumberjack style checks are also featured on the strap whether this is the whole strap or just the reverse side. Checked patterns are a common design on many other Superdry products including men and women’s shirts. The new Brad watch takes inspiration from a well known A List celebrity and the female equivalent of this watch is named Angelina –this is a great example of how Superdry is a fun brand and likes to play around with names and inspirations! With a wide durable soft leather strap and a dial with two separate time movements, this is definitely a unique and striking watch to look out for. There are also cool female watches such as the new Coins Superdry watch. Incredibly distinctive and designed in a charm bracelet style, the charms are coins and the dial is integrated into one of the charms. This style has an urban and funky edge and adds an extra flavour to a piece of jewellery which is typically ‘girly’.

Superdry is definitely the hot label of the moment but has a timeless style that will be prominent for years to come. When you find a label that has its own unique style, people will stick to it as they feel it is a way of expressing their individuality as opposed to going for the clone look! Jude Law and Kate Moss are fans of the brand and both celebrities are renowned for their unique sense of style and reluctance to follow trends but prefer to set them. Superdry watches are made using the finest materials and at prices between £40 and £135 there is a style to suit all budgets.