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In Pictures: Superdry launches new Merchant Store collection

Tom Shearsmith
17 February 2023

Superdry has launched its new Merchant Store collection, offering customers a premium workwear-inspired product selection.

The collection sees heavy-duty materials and classic detailing come together in a workwear-inspired wardrobe that's rich in heritage, style, and function. The Merchant Store collection is described by Superdry as "a sturdy blend of hand-honed craftsmanship and contemporary construction".

Featuring Selvedge Denim, outerwear products built to withstand heavy wear, premium herringbone and quilted overshirts, the menswear collection is "classically-inspired and ready-to-wear".

The collection also plays heavily into its upcoming business and sustainability plans, as CEO Julian Dunkerton tells to 

Stand out pieces from the collection include the the Peacoat and Chore coats, structured for a custom fit. The Peacoat coat bears all the hallmarks of its naval origins, intricately tailored to age and wear for years to come, whilst the Chore coat is described as "the ultimate companion" for cold English weather - its 740gsm heavy weight wool fabrication and inner borg lining provide comfort and warmth when the temperatures drop.

Made using 100% organic cotton selvedge denim and low impact vintage washing, Merchant Store Selvedge Denim has been made to age. Boasting distinct metal work and rich textures, the brand is aiming to rival premium retails with the quality and functionality of its jeans.

The retailer soft launched the 16 piece collection on its website at the end of January. The collection will now be rolled out across its retail estate and will also be available to its wholesale partners. The Merchant Store collection is priced between £54.99 and £174.99.

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