This April, über-trendy clothing label, Superdry, took part in the prestigious Cheltenham Design Festival to debate and explore the future of design. Members of the Superdry team – including in-house graphic designer Richy Baldwin – were on hand to talk about how the company has evolved into a leading fashion brand, worn by A-list celebrities and sold in more than 40 countries.
Lucky visitors to the festival had the chance to ask Richy about his work – he’s best known for the iconic designs that feature on all Superdry hoodies, T-shirts and tops – and about what gets his creative juices flowing. With their trademark mix of vintage American style and Japanese design, the Superdry range offers something for everyone. Old vintage drink cans, posters and signs from his personal archive were on display, along with the story of Superdry and boards that documented the evolution of the label’s unique designs.
Exploding onto the UK market nearly ten years ago, Superdry is now one of the most popular fashion labels in the world. Fusing classic American style with Japanese design, Superdry first breathed new life into casual menswear via their range of colourful printed T-shirts. The unique collection of Superdry products has now grown to include a whole host of menswear and womenswear – from denim and footwear, to fragrance and beauty.
As Cheltenham is the hometown and base for the brand, Superdry CEO, Julian Dunkerton, acted as the patron for the whole design festival. The first event of its kind, the Cheltenham Design Festival gathered creative thinkers from a wide range of disciplines to discuss design inspirations. And if that wasn’t enough, Malvern’s Morgan Motors also presented at the festival, displaying the Superdry Morgan 3 Wheeler.
Morgan 3 Wheeler Ltd collaborated with Superdry to create the exclusive ‘Morgan 3 Wheeler Superdry Edition’ sports car. Set to be a collector’s item, only 200 of these cars will be put into production – the first being showcased at Goodwood Festival of Speed, between 30 June and 3 July, with celebrity special guests in attendance. Design elements synonymous with the Superdry brand have been incorporated into the design of this iconic car, including well-assembled quality materials and a modern take on traditional styles.
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