Sandeep PurewalThe month of June stood out on the international fashion calendar for one reason. The annual London Collections: Men took place, celebrating the rich cultural landscape that is home to successful, creative British clothing brands.
Among these innovative brands is Cheltenham-born Superdry, now selling clothes across more than forty countries from North America to the Middle East.
Superdry launched its exciting new collaboration collection with Idris Elba on 11th June. Held at the brand’s Flagship store on Regent Street, the event kicked off London Collections: Men in premium style.
The AW15 collection is defined by high quality materials and an understated, stylish design. Despite being driven by its modern edge, a vintage element is present throughout. Think tailored pea coats, denim and cashmere knitwear.
Named one of GQ’s 50 best-dressed British men this year, Idris designed the collection alongside Superdry Co-founders James Holder and Julian Dunkerton.
One word to describe the collection is British, reflecting the personality of the Luther actor. Winner of a Golden Globe Award, Elba is globally renowned for both his portrayals of Russel Bell in HBO’s ‘The Wire’ and Mandela in the 2013 hit ‘Mandela: Long Walk to Freedom’. It is no stretch to say that he is becoming something of a national asset.
The collection celebrates this through its British theme. The classic, English gentleman meets the young, British rapper with the collection including both ultra-fine thread shirts and luxury sportswear.
British Fashion Council Ambassadors, including rapper Tinie Tempah and model David Gandy, attended along with fashion bloggers and press for an exclusive preview.
Following the presentation, Elba, dressed in a navy IE iconic hoodie and redefined wash jeans, said: “I’m not a leading voice in fashion, but I’ve got an opportunity to express my personal style and my love for fashion through a brand I admire.”
Furthermore, he spoke of a prolonged contract with Superdry: “I’m super proud of the collection you can see today and this is just the tip of the iceberg – it’s not just a one-off season – we’re already planning the spring collection.”
The collection with be launched across the UK and USA, as well as online, in November 2015. Not many collections are able to have customers wishing for the snow to fall. Who’s started writing their Christmas wish lists?