SUPERDRY SPORT - FROM THE DRAUGHT HORSE TO THE EPITOME OF ATHLEISURE
First the brand, then the store. The traditional structure of the creation chronicles of many fashion legends; but not the only one. Together with a former business partner, Julian Dunkerton first founded Cult Clothing in 1985. However, instead of manufacturing himself, he concentrated on selling streetwear in Cheltenham. Only when James Holder, after all the founder of Bench, joined in 2003 did creative thoughts lead directly to the drawing pad and sewing machine. SuperDry was founded. As an in-house brand of Cult Clothing. As a draft horse. Because the brand quickly grew more intensively than the store.
The symbol became the leading actor, and so Dunkerton and Holder finally renamed their cult stores SuperDry in 2012. This was followed by further flagship stores in the world's metropolises and boundless expansion. The brand is now sold in 157 countries and is also pushing the boundaries of fashion ever further. SuperDry broke out of streets, cafes, restaurants, found its way into gyms, running tracks, ski slopes. The brand retained its fashion concept, combined it with functional materials and has since been delivering a unique mix with SuperDry Sports; Athleisure in its purest form.
UNMISTAKABLE STYLE AND INDIVIDUALITY - ALSO IN SPORTS
Style influence to create style icons. Thereby embodying creativity to satisfy the styling thirst of his customers. That's what SuperDry is all about. To achieve this, the brand bases its designs on three pillars and thus creates its own, unmistakable style. Japanese elements and characters on the one hand, and American vintage combined with British style on the other hand, are characteristic for this. It is precisely this mix that SuperDry Sport articles transfer from the street to the sport. The fashion aspect remains.
Instead of everyday fabrics, however, it now adorns functional yarns that allow you to take a trip to the ski slopes, the gym or to go running. Individuality meets function - without weighting. SuperDry Sport products offer protection against water and wind, and also effective sweat removal. This is no more or less important to the brand than your individual appearance, which is always stylistically confident.
AT A GLANCE
- Foundation Year: 2003 (total fire SuperDry)
- Company Founder: Julian Dunkerton, James Holder (total fire SuperDry)
- Company Headquarters: Cheltenham, England (overall fire SuperDry)
- Number Of Employees: 1,000 (Total Fire Superdry)
- Annual Turnover: around 1 billion euros (total fire SuperDry)
- Website: superdry.com/
- Sports: Wintersports, Training
3 GOOD REASONS FOR SUPERDRY SPORT
- Fairness: SuperDry Sport supports young people to make a positive contribution in their region.
- Environmental Protection: As a complete fire, SuperDry relies intensively on renewable energies.
- Design: SuperDry Sport combines optimal function with its legendary Japan-US-UK design mix.
SUPERDRY ONLINE: THE SUPERDRY SPORT SHOP AT KELLER SPORTS
Style and function as essence. SuperDry Sport products use the fashion experience of the brand and translate it into sport. The result is a stylish ski jacket that can be the centre of attention on any trip to town or restaurant, but also gives you what you need on the slopes: efficient lining, water-repellent outer materials, smartly placed pockets, zips and ventilation slits.
In addition, the Japanese characters that are so famous for SuperDry are used - and for your workout SuperDry also lifts sport fashion into sports. Light functional fabrics. Individual, unmistakable designs. This is exactly what the English brand delivers. You can get SuperDry Sport online at Keller Sports. From ski jacket to snow trousers. From leggings to shirts. From short to skirt. From hoodie to functional underwear. Everything for men and women - in the SuperDry Sport Store from Keller Sports you can stock up on the entire Brand range.
SUPERDRY SPORT PRODUCTS: STYLE MEETS SNOW MEETS WORKOUT
Athleisure does not know this one sport. Athleisure works both on the slopes and in the gym, on the trail or your running route through the city. Accordingly, the SuperDry Sport Sale also draws no boundaries. You choose the sport, the English brand equips you with the appropriate equipment. As your personal SuperDry Sport dealer, you will find the right jackets and trousers for skiing and snowboarding as well as the right gear for your tours to the gym or the street.
THE GOAL: 100 PERCENT ORGANIC COTTON AND RENEWABLE ENERGY
SuperDry, and therefore SuperDry Sport, is aware of the impact of the apparel industry on the environment and the opportunities and obligations it creates. That is why the Brand launched its Superresponsible40 initiative. With her she consciously wants to have a positive influence on the environment and has therefore set herself the goal of manufacturing all products from 100% organic cotton by 2040. At the same time, production and stores are to obtain their electricity entirely from renewable energies by 2030.