Superdry & Co clothing

Superdry & Co, originally known as Superdry, is a British clothing brand founded in 2003 by Julian Dunkerton and James Holder. Born from a collaboration between Cult Clothing and Bench, the brand became famous for its fusion of vintage Americana styling with Japanese-inspired graphics and hand-drawn text. Interestingly, despite the significant use of Japanese characters, which are often nonsensical as they are machine-generated, the brand is entirely British and has never actually expanded into the Japanese market.

Over the years, the brand evolved from a niche labels into a global status symbol endorsed by celebrities like David Beckham and Idris Elba. However, following a peak valuation in 2018, the company faced significant financial turmoil. This led to a major restructuring in 2024, including its delisting from the London Stock Exchange and a rebrand to Superdry & Co in 2025. Today, while the company remains headquartered in the United Kingdom, its manufacturing is outsourced globally, primarily to countries in Asia and Europe, and it has sold its brand rights in certain regions like South Korea to local firms.