New Brand Alert: Welcoming Superdry to Auckland City



It’s a Japanese and American inspired clothing label hailing from the UK.

Quite a bit to take in there, but that’s the recipe of its success. Plucking classic American heritage and mixing in the bold and innovative flavours of Japan’s culture and approach to style, and garnishing with the fine touch of British craft makes Superdry a very unique offering.

Superdry’s first flagship store landed in the heart of Auckland’s busy shopping mecca, Queen Street in April and I was fortunate enough to get an invite to the launch gig to celebrate. Being up close with the brand again reinvigorated my love for it, as it had been many years since I’d seen their product in the flesh. The last time was back when I was doing my UK junket circa 5 years ago. I got the chance to visit the Piccadilly Circus store to grab a few essentials like crew neck tees and a pair of cargo shorts to create my European Summer uniform. Cargo shorts you say? Yip you bet ya, dads have been setting trends since way back, we’re only just now realising it!


One of the things that surprised me, or maybe I had just simply forgot, was how good the prices were. They’re very reasonable when you match it with what you’re getting; good designs, quality construction & fabrics, and a global brand. When you’re wearing the clothes, it feels like a premium brand without that premium price tag. A welcomed change that’s for sure.

For my Superdry shoot, I’ve kept it fairly simple by just showing off a few key hero outfits, from a casual weekend look in cargo track pants, to a look that’ll brave the coldest of days on the street. And I tell you what, I could have easily grabbed another 20 items while I was browsing the store, but it would have become a full day of shooting! From puffer jackets, vests, jogger pants, plaid shirts, thick cotton tees, trucker and leather jackets, coats, a denim bar, snow apparel and loads of accessories Superdry has it covered.

You can literally go in and come out with a fully stocked wardrobe, kitted out to take on anything from the street to the snow.

Told you Superdry was fire.

Probably bump into you at Superdry on Queen. I’m already eyeing up more threads to stock my Winter wardrobe. CLEAR SOME SPACE!



Thanks to my friends at Showroom 22 for connecting me with Superdry, and for the team on Queen St for helping me pull these looks together. Would literally have been in there for hours due to all the rad threads. Big ups to Dalong behind the camera too, always finding great spots to shoot and trying new things out to get the shot. Give the man a follow, you’ll enjoy his work.