This week, Superdry kicked off London Collections Men in style with the launch of the brand new Idris Elba collaboration. Attended by press, celebrities and members of the British Fashion Council, the atmosphere was electric as they previewed the 250-piece collection. An army of models lined up on stage as actor Idris Elba introduced their biggest collaboration to date.
“I like to look and feel great in what I wear and, like Superdry, quality and fit are important to me. Having the opportunity to collaborate on a clothing range has been an amazing experience,” Elba says.
“This isn’t a normal collaboration, this is about a partnership for the future,” co-founder Julian Dunkerton told WWD, who revealed that the brand is planning to wholesale the Idris + Superdry collection globally, as well as sell it through the standalone stores. Elba is on board: “As soon as this day is over, we are going to be thinking about spring for sure.”
This collection will be out in Superdry stores, online and selected department stores in November 2015.