I was told that Superdry are due to launch their ski/snowboard wear and as both a boarder and skiier I’m really excited about what they have to offer. Plenty of Après–ski wear which is good to see, as looking stylish on the slopes should be a priority but so is looking good off the piste.
It’s no denying their twist on classic knitwear with flashes of bright colours is a big step forward for the stereotypical winter tones, keeping all their items on trend and fun without being too risky. I especially liked how they combined a bit of sparkled thread knitted into the Christmas style jumper.
Superdry also had on display items from their collaboration with Timothy Everest which had my attention as soon as I saw it. This was all featured in the press area near the coffee and delicious healthy breakfast bits, gave me the perfect opportunity to really get a look.
As you can see Superdry have taken a classic item and literally adapted ever so slightly to create such a unique look. I’m a huge fan of the woolen blend jacket teamed with simple silver sequins, but there were also darker jackets (like the one in the campaign photo) with simple bright fuschia pink on the colour.
From what I saw for the AW14 collection I can honestly say I’m truly impressed with how far Superdry has come over the years. It has really evovled and shown it isn’t just a ‘young’ person targetted brand, in fact it stretches quite easily now to someone a bit older with its tailored jackets and casual workwear too. Very impressed!