About Us

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About Superdry & Co

Superdry has always stood for individuality, a fusion of culture, craftsmanship and character. Today, under the renewed leadership of founder Julian Dunkerton, Superdry enters a new chapter as Superdry & Co.

The change reflects more than a name. It marks a return to our roots, to craftsmanship, considered design and long-term brand integrity. "& Co." represents collaboration, community and a collective commitment to building something enduring.

This is not reinvention. It is refinement.

We believe great style is built to last. Cleaner branding. Stronger silhouettes. Premium fabrics. Timeless design.

Every garment is crafted with intention — reducing excess and elevating quality. We design for longevity, not fast fashion cycles.

Sustainability

Sustainability is fundamental to our future. Through increased use of low-impact materials, responsible sourcing and durable construction, we are working toward a more conscious way of creating. True sustainability begins with longevity — clothing that remains relevant and wearable season after season.

The Future

Superdry & Co. is more focused, more confident and future-ready. Heritage-inspired, modern in execution and grounded in authenticity. Superdry South Africa reflects this global evolution, building a culture defined by resilience, quality and conscious progress.

Refined. Responsible. Ready.