Superdry Everest Explorer jacket

Superdry is a prominent British lifestyle brand that rose to international fame through its unique fusion of vintage American style, Japanese-inspired graphic motifs, and classic British tailoring. Despite the common misconception due to the Japanese kanji characters often seen on its products, the brand is firmly rooted in the United Kingdom. It was established in Cheltenham in 2003 by Julian Dunkerton and James Holder after a creative trip to Tokyo.

Superdry's manufacturing operations are global, utilizing a diverse network of suppliers predominantly located in Asia, including China, Vietnam, India, and Turkey, to ensure the production of their complex, multi-layered outerwear like the Everest Explorer series. This global supply chain allows the brand to maintain its signature quality and detailing across its vast retail network.

As of the mid-2020s, Superdry is owned by Superdry plc, which remains headquartered in Cheltenham, UK. The company underwent several restructuring phases and joint ventures to stabilize its presence and expand into markets like Asia, specifically through partnerships such as those with Reliance Brands in India. Despite financial shifts and changes in retail strategy, the brand maintains its British heritage and independent corporate status on the London Stock Exchange.