Superdry at London Collection: Men AW14

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On the 7th of January 2014, Superdry had an epic show at The Old Sorting as part of London Collection: Men . As soon as you walked into the venue you were offered endless rum mojitos and lychee and blackberry martinis – it felt like a club. Suddenly there was this huge rumbling sound near the DJ and the walls slowly opened up revealing the catwalk, and as we entered the catwalk area girls on i-pads assigned us our seating. The show included both and womenswear, and the high-octane show moved at a quick pace. It was about 120 looks, great for a trade show but pretty long for a LFW audience so it was a brilliant move serving drinks beforehand – everyone was very happy!

An afterparty was hosted by DJ and British Fashion Council Menswear Ambassador Nick Grimshaw and of course the cocktails kept going. I know so many people who thought Superdry was a Japanese company and now everyone knows it’s a British company thanks to the big flag at the back of the catwalk. You might remember Cult Clothing – it became Superdry in 2012 and now Superdry is sold in over 100 countries. It will be interesting to see who they collaborate with next – after this show you just feel they have big plans.

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Celebrity guests included Samuel L. Jackson, Nick Grimshaw, Early Morning Rebel, Luke Evans, George Craig, Oliver Cheshire, Lilah Parsons, Oliver Proudlock, Hugo Taylor, Amy Molyneaux, Percy Parker, Ralf Little, Katie Readman, Harold Tilman and Arielle Fre.

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