High street power house Superdry has opened a new Premium Lounge in it’s flagship Regent St store. The lounge is located on the lower ground floor and sells Superdry’s premium lines, including their Timothy Everest, Cheaney shoes, Copper Label salvaged denim and luxe leathers.

Also on offer in the Premium Lounge is a personal shopping and styling service as well as monogramming, tailoring and drinks services.

Superdry opened the Premium Lounge in classic fashion - a big party. In association with Shortlist and Stylist Magazines, the night was filled with key industry influencers as well as idolising members of the public. Drinks flowed, snacks were eaten and sartorial delights were ogled.

The Lounge itself is stunningly presented, a luxurious aesthetic that flows from the main store without feeling to separate. It bridges the gap for customer wanting that special high-end shopping experience on the High st.

The lounge is split down the middle with men’s to one side and women’s the other. The outerwear, as always, was the strongest part of the offering with heritage style blazers and some fine looking biker leathers for purchase. The guys at Shortlist and Stylist magazines has racked up their favourite styles with special swing tags to mark the must-see styles.

I think my favourite part of the evening was introducing myself the Cheaney shoes, I hadn’t seen these before and they build quality on them is brilliant. Cheaney’s vast experience and knowledge in shoemaking is blended on Superdry’s durable and stylish ethos, in this case, chunky tread soles for a look that is as contemporary yet perennial as it gets. These have shot up the must-have list.

Check out some pictures from the evening below.

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