Superdry at London Collections: Men SS15

With the fun and frivolities of LC:M over once more, we catch up with Superdry Brand and Design Director, James Holder. Find out about the inspiration behind the most recently shown collection…

Please tell us a little bit about the inspiration behind the collection?, I love product and for me it’s all about the product. Really for each collection I always start with the product, it is only later that start to group the pieces into stories. This show is very Superdry from tropical print shorts, amazing swimwear, laid back casuals, a touch of city Riviera through to a rock and roll vibe with leathers and biker jackets. Inspiration comes from everywhere and anything, I can be drawn to the graphic on the back of a beer mat in a pub or be travelling and notice a small detail on the wing of plane or the zip on a piece of luggage in the airport all of which help bring fresh inspiration, design detail and ideas. When you create around 6,000 designs a year you have to keep looking, sourcing, being inspired!

What is this collection all about?, Diversity and depth of product, quality and a spectrum of colour.

Is there a person (real or fictional) that you have in mind when designing?, When I design I think about the product and everything stems from that, of course sometimes I think of particular products that suit particular groups of people or demographics for example a heavy logoed tee in shocking pink with a glitter print will be perfect for the college girl, where as a tailored slim and sleek black dinner style jacket would be suit guys from 20 to 40. Characters are always the iconic and timeless stars, Brando, Newman, McQueen, or Beckham.

What do you believe is the most important part of the Superdry brand that you stay true to?, Again its always about the product and people for me – I am totally loyal and dedicated to making the product the best on the planet; the best leather, the best jacket it has to be the best fit at the best price point, we at Superdry never rest we always strive for better and this has helped drive us to where we are today. The people are really important to the brand… Superdry is a machine manned by people who love what we do.

What is the secret to a perfect item of clothing?, In my world every product has to be perfect. Each and every product has to have an impeccable fit, detail, accessible pricing and the most amazing fabric.

What’s your favourite piece from the new collection?, I love each and every piece but I suppose this season I am particularly excited about our new tailoring collection; it’s a sharp and sleek dinner style jacket called the Supremacy. The cut and fit is just incredible, it looks as sharp as any designer brand and will retail for under £100, it is a 100% must have for any gentleman’s wardrobe

What do you believe makes a man a gentleman?, For me the difference between a man and gentleman comes down to attitude; someone who is gracious, calm, confident and considerate with style is a real gentleman.

How would you describe your own style?, REAL!

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