focus op kwaliteit, preppy stijl en vintage flair

The British brand Superdry chose the Pitti Uomo in Florence as a stage for the presentation of the Spring/Summer 2026 collection. The label, founded in 2003, returned to the Tuscan capital with a new course, in which quality, preppy style, sustainability, British tailor art and a love for nature and coastal and rural scenes come together. The stand on the Fortezza da Basso was reminiscent of a holiday home in the Hamptons: elegant and casual at the same time. FashionUnited spoke with founder and CEO Julian Dunkerton about the renewed strategy, the business objectives and the most important elements of the new collection.

After six years of absence you are back on Pitti Uomo. Why did you choose Italy and this fair?

Pitti Uomo is the most international men’s fashion fair. An ideal place to bring our new course and collections to the attention after six years of absence. At the same time it is a symbolic moment: Superdry made his debut here twenty -two years ago. We have agreements with leading department stores in Italy and other European countries. Our focus is on visibility in large cities and popular tourist destinations. For example, we want to open a store in the center of Amsterdam. Europe remains a strategically important market.

British tailor influences, faded colors, relaxed fits, who do you focus on?

We have SD Co. By superdry launched: a refined men’s collection that gives British tradition a contemporary twist. Iconic styles are re-interpreted with the characteristic Superdry DNA. Think of faded colors, well -kept snits and a relaxed fit that makes the clothing effortlessly portable. The classic Oxford shirt received an update in soft cotton and soft pastel shades. Each item is finished with the new, embroidered SD Co. logo, a subtle reference to our British roots and our craftsmanship. The rugby shirts are extensive with stripes and refined details. The polos have been renewed in various high -quality materials. Lightweight jackets for the warmer months, such as the military field coat, give structure and versatility to the collection.

What does your social media strategy look like?

Our strategy is aimed at our existing target group of people in their thirties and forties, but also on younger generations from the age of sixteen. For Gen Z we actively invest in Tiktok, while Instagram works better for an older audience. On Tiktok we now have around 800,000 followers and we achieve thousands of views every day. Our content, from videos and styling tips to campaign images, are in line with the experience of each target group. We show timeless, sustainable items of high quality. Classic customers recognize themselves in our tailored jackets and t-shirts of organic cotton, always all our strengths. Younger consumers are attracted to the preppy style with a vintage vibe. In addition, social media is a strong driver of our e-commerce, one of our most important sales channels.

The brand has been in existence for 22 years. What has changed and what remained the same?

Our focus on quality, organic cotton, high -quality fabrics and tailor details has always remained. In the new SD Co. By superdry collection this is clearly reflected: washed fabrics, nuanced colors, stripes, polos with contrasting white collars and pastel-colored shirts with a relaxed fit. Every look combines experience and craftsmanship from our heritage with contemporary design and creativity. Superdry is a brand with a strong basis that at the same time remains contemporary and is attractive to critical consumers, including young customers who are looking for stylish, prepy clothing with a touch of nostalgia and a competitive price.

A year ago you got the stock market company. What did that deliver?

By terminating the stock exchange listing, I was able to take on the daily management again. I regain the control and was able to fully focus on the product and the direction of the brand. We have adjusted our offer to the current demand and revise our wholesale strategy. The focus is now on multi -brand stores in Europe and large department stores. In the 2025 financial year our turnover amounted to around 450 million euros. The reactions to our new collections here on Pitti are particularly positive. I look forward to the coming year with confidence.

Superdry focuses strongly on sustainability: 65 percent of the clothing is made from organic or recycled materials, 70 percent of the factories work on renewable energy. What are the next steps?

Sustainability has always been a common thread in everything we do. Superdry has undergone a true transformation in this. Today, sustainability is our spearhead more than ever. We consciously want to build a brand that we can be proud of.