Superdry rebrands as ‘Superdry & Co’
Superdry has announced the launch of a new brand identity, Superdry & Co.
In a statement, the fashion company said the rebrand signals a return to what it described as craftsmanship, quality and authenticity, and “values that first established Superdry as a British style icon”
Julian Dunkerton, chief executive of Superdry & Co, explained: “FY25 has been a transformative year for Superdry. 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 company added that the new identity will pave the way for future collaborations, sub-brands, and creative extensions within the Superdry portfolio.
At the same time, Superdry has introduced Cult by Superdry, a sub-brand within the & Co ecosystem that aims to channel the “rebellious energy” of Dunkerton’s original 1990s label.
Dunkerton said “Brands with a heritage like ours need to evolve and appeal to consumers in a new way. Superdry & Co allows us to reinvent classic preppy clothing and show that Superdry is far more than many people think. It feels new and yet gives a sense of security.”
