Marrying British design with the spirit of Japan, Superdry is perhaps best known for its logo fronted jersey line-up – think tees, vests, sweatshirts and the rest – most commonly produced in bright (if not loud) shades and typically outfitting the country’s modern youth circles.
Under the banner of ‘The Night Is Young’, this summer the brand has tapped that holiday affiliated ‘anything might happen’ spirit for a campaign that explores late night pool dips, trips to the beach, and supermarket stops made specifically for a hit of the air con – that sense of meeting new people, doing new things and being comfortably removed from your every day back home.
Translated to cloth this means statement graphic tees, neon bright vests, block striped sweatshirts and patterned boardshorts; comfortable clothes for living, if you will. Unsure? An accompanying video will confirm it – watch here.