Idris Elba. Superdry. This story I’ve been sitting on for a while in all the juggling of the past few months and it’s been as a draft for a few weeks now. Each time I am starting to write, something happens and I am pulled away. Every day I am thinking of it as I am racing around, wanting to take the time to sit, reflect and share my thoughts. Today it is the last day of 2015 and waking up I know I’m not leaving this a moment longer – so here it is!
Idris Elba x Superdry. What a wonderful collaboration. Raw. Real. Strong. A new avenue for Superdry, with this being their first celebrity collaboration for the brand. Celebrity collaborations don’t always work – but with this, Idris Elba is not simply a celebrity and he has been fully involved. A man of integrity and so much talent, this partnership celebrates the best of British and keeps it very raw. The natural love and passion from Superdry Co-founders James and Julian, along with this same love of premium clothing from Idris leads to a collection that gives strength and a great look. From concept to completion, Idris Elba worked in closely with James and Julian to create some fantastic pieces. I can’t go past mentioning the campaign images are shot by Rankin, a perfect choice to capture the essence of this collection and collaboration.
We’re not looking at basic styling, this is a premium collection. I love that the branding and logos are minimal throughout. When it is there, as with the signature IE, it is subtle, even when big such as on the Jersey Sweat Programme. The fabrics are of high quality and the attention to detail is obvious with strong silhouettes. It’s been termed the “24-hour collection”, embracing the functionality of winter wear, day to night. Being in the midst of summer here in Australia, I’m speaking to all those in the depths of winter now, this is for you right now.
“If I had the opportunity to have any influence in fashion, this is it. I’m no fashion guru, but I think I know how to dress and what a man wants to look like. Functionality and durability were key things for me. It’s a ‘24-hour’ collection; clothing guys can look and feel great in from day to night.” Idris Elba.
With all it’s down to earth, gritty and real feel, the collection still has an overall aspirational strength. The hero piece of the collection is the Leading Leather Racing Jacket. You’ll also find tailored wool town coats, mac and trench coats to wear belted over tailoring or open over denim, along with monogrammed reversible bombers. Look out for the Director Down Sports Trench with gives a touch of sophistication. With such a large collection, I could keep writing, but I suggest you see for yourself.
See the full collection here: www.superdry.com.au/idris
Watch the video with Idris Elba and his thoughts on his collaboration with Superdry:
Behind the Scenes
Words by Sarah Crawford, Founder & Editor.