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Superdry hires new creative director

Fashion brand Superdry has appointed Phil Dickinson as its new creative director.

FASHION

Superdry hires new creative director

Fashion brand Superdry has appointed Phil Dickinson as its new creative director.

Dickinson has previously worked for sportswear brand Nike where his roles included global creative director for Nike Sportswear and vice president creative director for Nike’s Umbro brand.

Having left Nike in 2013, he has since been working in his own agency, Some Ideas.

The news follows difficult trading for Superdry in the first half of its financial year when its underlying pre-tax profit fell by 49% to £12.9 million. Superdry subsequently issued a profit warning and said sales in the period had been affected by unseasonably warm weather.

Commenting on Dickinson’s appointment, Euan Sutherland, chief executive of Superdry, said: “Phil is one of the best creatives working in our industry and we are delighted that he is joining Superdry.

“Last summer we kick-started an 18-month product diversification and innovation programme and Phil will bring extra pace, focus and energy to that work.”

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