What makes the difference between a nice outfit and a great outfit? It’s not only the fabric quality or the cut; it’s the attention to detail. This is what Superdry proposes to us by way of their collaboration with Timothy Everest.
Together they have reached new heights of style with their Men and Women lines. On one side is a British brand, well known for its unique urban clothing style mixing American vintage and Japanese graphics with the values of British tailoring. On the other hand is a bespoke tailor, trained by Savile Row icon Tommy Nutter, leader of the ‘New Bespoke Movement’ who is running an atelier in Spitalfields market and a store on Bond Street.
But what can a famous British manufacturer and a traditional bespoke tailor have in common?
“I knew of Timothy’s work,” says James Holder, Superdry’s design director. “But I suppose I hadn’t seen what we might have in common.”
“Timothy is all about that Savile Row tailoring tradition,” adds Julian Dunkerton, Superdry’s CEO, “whereas we’re known for hoodies, jeans and T-shirts.”
“The more we talked, the more we realised we had much in common”, says Everest. “Superdry’s inspiration, like mine, can come from a variety of stuff that has nothing to do with fashion, but plenty to do with style. And we both have a fervour for fit, detailing and impeccable quality.”
Both have an attention to detail, which is a traditional English tailoring heritage and also “a very Japanese trait” as remarks Everest. In the spirit of focus on detailing, they introduced coloured buggy linings, loops for trailing headphones, old-school flower stem holders, ticket pocket (another traditional English culture heritage), secret pockets in trousers or adjustable straps for changing the fit of jackets and trousers.
Timothy Everest brings his inimitable razor-sharp tailoring. The results are two stunning icons focused collections (icons from the Sixties for the men and versatile iconic looks for women) that propose stylish and sharp separates. Discover the mens suits line and the womens collection on Superdry TV.
The idea, Everest explains, was to create capsule collections that could be “cut with the existing Superdry collection of jeans and T-shirts”. About future plans with Superdry, he adds “I want tailoring to become more normal and accessible”.
We are looking forward to the next stage.
JC Verro
Info sourced by the author exclusively for LuxuryActivist.com. Sources: “Summit meeting” by Peter Howarth, published in Superdry newspaper #1, 2013 “Cut from the same cloth” by Fiona McAuslan, published in Superdry newspaper #2, 2013. Pictures courtesy of Superdry. All content is copyrighted with no reproduction rights available.
