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Superdry unveils new design direction for SS20 at Pitti

Tom Bottomley
19 June 2019

Superdry unveiled three distinct new menswear design categories to appeal to different age demographics at last week’s Pitti Uomo show.

The product refocus follows the internal brand changes and are the first collections since co-founder Julian Dunkerton returned to the Superdry business, and the first since the appointment of Phil Dickinson as creative director.

Though the brand does not want customers to feel restrained in thinking they can only wear pieces from one of the SDX, DRY and EDIT collections, they do nonetheless have very much their own look.

Superdry EDIT

Most surprising perhaps is the new EDIT collection – aimed at the 35+ customer base, which features minimal contemporary silhouettes with more than a touch of Scandinavian design influences, and much more subtle branding that regular Superdry customers are used to. There’s even a very directional chambray pleated trouser, a surprise inclusion, as well as Aloha print shirting and shorts. Generally, the look is trend-lead, with a more muted colour palette.

At the other end of the spectrum, the SDX category is aimed at a 16-24 year-old demographic, which is much more of a colour explosion, blending street and sportswear culture in a head-turning line. There’s oversized basketball shirts, windcheaters and pops of neon to appeal to the Gen Z consumer.


Superdry DRY

Lastly comes DRY, aimed at a 24-35 age group, and probably the most in tune with Superdry’s design roots as we know it. There’s workwear inspired pieces, denim, camo and design staples influenced by all things Americana and Japanese.


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