{"id":161201,"date":"2019-04-05T10:57:47","date_gmt":"2019-04-05T10:57:47","guid":{"rendered":"https:\/\/www.theindustry.fashion\/mark-ritson-superdrys-returning-founder-can-restore-the-brands-dna\/"},"modified":"2021-08-12T13:55:46","modified_gmt":"2021-08-12T13:55:46","slug":"mark-ritson-superdrys-returning-founder-can-restore-the-brands-dna","status":"publish","type":"post","link":"https:\/\/www.theindustry.fashion\/mark-ritson-superdrys-returning-founder-can-restore-the-brands-dna\/","title":{"rendered":"Mark Ritson: Superdry\u2019s returning founder can restore the brand\u2019s DNA"},"content":{"rendered":"
There is an epic saga taking place over at Superdry, the ailing British fashion brand. It\u2019s a tale of brands and founders, of growth and decline, and it is best told in six very different chapters.<\/p>\n
Our first chapter opens in a bucolic Cheltenham setting almost 40 years ago. A young Julian Dunkerton opens a letter, scans its contents and then throws it away in disgust. The dismal A Level results are nowhere near good enough to enable him to study medicine.<\/p>\n