Now, many of you will have probably read my LCM article on Superdry’s big debut, but the other week I got chance to get hands on with the new collection at the Superdry AW14 press day.

Superdry rack

The clothes were just as impressive close up, the fabrics were strong, the cuts are clean and the design is progressing into a new age for the brand. Yes, the collection is still built on the fashion of logo tee’s and branded garments, but the highlights of the new season collection are the pared-back, bread and butter styles that outshine the rest of the high street offering.

I love going to Superdry’s showrooms, the team are great and they always have time to sit and chat in the lounge. They want you to engage with the Superdry lifestyle for the short time you’re there, and the amazing food and drink definitely didn’t hinder achieving that.

Superdry food

My favourite items hands down had to be the coats, followed closely by the denim. Superdry knows outerwear and it knows denim. There’s a strong Search & Rescue theme in the outerwear with technical fabrics providing the outer shell to softer fleece linings. The coats are well constructed, in light and heavyweight styles, the heavier coming in at a surprising sub £200 price tag.

I also had chance to see my favourite look from the LCM show up close, the Greystone trench coat, Jacob knit and Corporal utility pant with brown boots.

Superdry AW14 London Collections: Men - Show

This look is just great and completely my style. Strong hues, stronger cuts with a added flare form the over-sized lapels and collar and minimal to no logos. It’s the kind of outfit that is so simple yet so stylish it makes people want to ask where it’s from. That’s what I love, having an outfit that surprises people when you tell them where it’s from, they think it’s designer. It’s no fun if you give the game away too soon.

As for the denim, the staple shirt and denim jackets are a no-brainer; my choice is any of the shearling collar styles.

PRESS LOOKBOOK DIGITAL VERSION

There is a lot on offer next season at Superdry, there are the classics on which the company has built it’s self that are still the main DNA of the label, but they are starting to move, to grow out wards in order to attract more of the fashion set. They know what they do well and they are now doing it in trend-setting styles for the high street. I can’t wait for this season’s collection to drop.

If you can’t wait till then, Suprdery’s SS14 collection is available now.

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Written by Neil Thornton
London-based coffee drinker. Editor by day, blogger by whatever time he finds spare.