I was surprised by this when I first learned it back in the day, perception make me think it was Japanese (paired with the fact their sizes tend to run small).
I used to love the quality of their t-shirts and jackets; but have struggled to find anything that appealed to me from them over the last few years…
…sad reading their Wikipedia page to see they’re seriously struggling financially, and this one quote really felt like a kick in the ‘nads: “A 2023 Observer article referenced critics suggesting that Superdry was a “dad” brand "beyond redemption”.
Sounds like bad corporate decisions more than anything. Lacoste and Ralph Lauren thrived as the epitome of dad brands for decades until they realized they were cool among drug dealers and pivoted to the related aesthetics with shirts that are 80% logos and shit
No doubt bad corporate decisions played a significant role in their misfortunes.
Unlike Lacoste (tennis) and Ralph Lauren (polo) though, Superdry never had that ‘old money’ white people sports appeal, which is what made them somewhat successful as a ‘dad brand’.
So while it’s not impossible for them to dig themselves out of the hole they are currently in, I think it’ll be more of an uphill struggle overall.
I was surprised by this when I first learned it back in the day, perception make me think it was Japanese (paired with the fact their sizes tend to run small).
I used to love the quality of their t-shirts and jackets; but have struggled to find anything that appealed to me from them over the last few years…
…sad reading their Wikipedia page to see they’re seriously struggling financially, and this one quote really felt like a kick in the ‘nads: “A 2023 Observer article referenced critics suggesting that Superdry was a “dad” brand "beyond redemption”.
Sounds like bad corporate decisions more than anything. Lacoste and Ralph Lauren thrived as the epitome of dad brands for decades until they realized they were cool among drug dealers and pivoted to the related aesthetics with shirts that are 80% logos and shit
No doubt bad corporate decisions played a significant role in their misfortunes.
Unlike Lacoste (tennis) and Ralph Lauren (polo) though, Superdry never had that ‘old money’ white people sports appeal, which is what made them somewhat successful as a ‘dad brand’.
So while it’s not impossible for them to dig themselves out of the hole they are currently in, I think it’ll be more of an uphill struggle overall.
So it’s not Instagram-cool anymore, gotcha
/j