Transporting you to the sounds of grunge music blasting from the boom boxes of ‘90s Venice Beach, this season’s collection envisages a hazy vision of an eternal sun-drenched summer. Washed out pastels, remixed patterns, colour blocking, and distressed details – Superdry SS18 brings a laidback mix and match approach, executed with utter confidence.
In womenswear, The ‘Miami Wave’ collection mixes pops of neon, soft metallics, and sporty mesh. Iridescent sheens are complemented with muted tones. Loose crop tops and vests are paired with form-fitting skirts and shorts in palm and geo prints. The ‘Pretty in Punk’ collection brings the Superdry rebel girl into summer. Weaving in fluros, grunge ombres, and hammered satin through classic punk features including acid wash denim, graffiti prints, and brand graphics. Reinterpreted gingham and summer chambrays make up ‘The Pacific Sport’ collection. Key pieces – retro looking jumpers, oversized crews, and varsity lettered vests – are season staples, featuring bold colour blocking in primary tones.
Subcultural influences with a youthful attitude can be seen across this season’s menswear range, creating a practical and versatile wardrobe. Layering is key – each individual piece has a relaxed style but is brought to life through offbeat styling, channeling new interpretations of grunge, retro sport, and Americana vibes. New wave fluro tees and vests add an unexpected contrast to a Surplus
Military Jacket, whilst classic sailing and sport jackets are given a modern take with contemporary trims and detailing. Athleisure tees, crewnecks, and jackets with chevron diagonals and embossed logos bring to mind ‘90s courtside style. Plaid workwear shirts have been lightened and bleached in vintage hues of old gold, burnt ombre, and Oregon green.
Sneaking out, road tripping, skate boarding, outdoor adventures — the Superdry summer collection is brazen youth and ever-lasting summer memories.
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