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On Thursday 8th January, British International fashion brand Superdry kicked off the BFC London Collections: Men, with an exclusive preview of its AW15 collection. To set the scene, the company’s international showroom was transformed into a stylish, snow-filled Alpine lodge, complete with an icicle steeped logo and luxe fur rugs.

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Superdry was created in 2003, when Julian Dunkerton and James Holder embarked on an inspirational trip to Tokyo. Over a decade later, and the company still remain true to their roots based around Japanese imagery and vintage American sportswear. The brand has evolved into the most diverse British lifestyle brand with a truly global reach.

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The AW15 preview featured eighteen of the hottest models, the new additions to the Superdry Snow Capsule and the launch of a brand new collection, Superdry Rugby. The brand’s mountain-sports offering has been pushed to new heights. Furthermore, the deep winter palette has been enlivened by fair isle Nordic motifs, eye-catching new logos and the design innovation for which Superdry has become world renowned.

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The guest list was certainly impressive; the event saw the likes of British Fashion Council members Caroline Rush, Dylan Jones, and ambassador Oliver Cheshire, as well as presenters and models Lilah Parsons and Pips Taylor. An appearance from England Rugby Captain Chris Robshaw further solidified the brand’s unique combination of stylish and sporty.

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Guests sipped Asahi beer and Japanese-inspired cocktails while enjoying Hot Rueben sandwiches, Carpaccio of longhorn beef and Lincolnshire poached rarebit as they watched the exclusive presentation. The impressive 9m LED screen showcased the unique branding and ultimate detailing of the products.

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For those of you who simply cannot wait for the brand’s AW15 collection to be released, head on over to http://www.superdry.com/. With 50% off on selected Winter clothing, it’s a win-win situation all around.