We’ve had to keep tight-lipped about the expansion of our collaboration for a while, so it was a relief to finally launch the Superdry By Timothy Everest Women’s range at the Superdry International press day last week. We presented a range of six jackets, with accompanying skirts or shorts, and three town coats, which will be on sale, in store and online, from May. The collection centers around our three stories: The Country Rebel, The Rock Rebel and The Muse, the result being trans-seasonal tailoring staples using the finest quality cloths and traditional tailoring details.
The launch saw the flagship store on Regent Street transformed with a small stage featuring our four models surrounded by props and tailoring paraphernalia, each styled to fit well with the jackets. A selection of experimental cocktails were served (whisky, sake, cherry heering liquer, cherry blossom and absinthe, anyone?) while the playlist we put together for the night blasted over the speakers, the highlight being The Pretenders’ ‘Middle of the Road’.