teaming up with Idris Elba Superdry
In a strategy update released on Thursday, Superdry announced that it is teaming up with internationally recognised actor Idris Elba to create a brand new collection for autumn/winter 2015.
The Wire actor and star of Luther will be designing the new line alongside the brand’s founder and design director James Holder.
"This new collaboration is part of our strategy to create a global lifestyle brand, building on the iconic heritage of Superdry to broaden and strengthen customer appeal," the update writes.
Superdry has affirmed its identity with its urban and colourful collections. The group expanded its offer in 2013 with the creation of a Superdry Premium line. This collaboration with Idris Elba should clearly strengthen Superdry's image in the world of casual wear.
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