Superdry has announced the launch of Superdry & Co, marking an evolution for the brand as it redefines its creative and cultural identity.
The rebrand signals a return to craftsmanship, quality, and authenticity – values that first established Superdry as a British style icon.
“FY25 has been a transformative year for Superdry,” says Julian Dunkerton, CEO. “We’ve taken the tough but necessary steps to rebuild our business and refocus on design, quality, and sustainability. Superdry&Co embodies that renewed spirit – creative, disciplined, and connected to its roots.”
The Superdry & Co identity celebrates British preppy heritage through a modern lens: refined silhouettes, premium fabrics, and subtle detailing that honour the brand’s DNA while moving it forward.
At the heart of this evolution is the Superdry & Co Brand Mark – a bold new symbol of the brand’s future. Rooted in British heritage yet reimagined with a premium, modern aesthetic. The introduction of “&Co” creates a broader platform, one that honours the brand’s history while opening the door to future collaborations, sub brands and new expressions.
Cult By Superdry, a new sub-brand that sits within the “&Co” eco system, revives the rebellious energy of Julian Dunkertons original iconic 1990s label, Cult Clothing. With oversized fits, collegiate influences, and a spirit of individuality, Cult redefines youth fashion for a new generation.
