Superdry
British streetwear with a Japanese graphic eye.
Superdry was co-founded in 2003 by Julian Dunkerton and James Holder as a British streetwear brand known for its fusion of Japanese graphic aesthetics, American Ivy League silhouettes, and British casual tailoring. The label grew rapidly through the 2000s and listed on the London Stock Exchange as Superdry plc. Its visual language — dense type, vintage washes, Japanese script — made it instantly recognisable across European high streets. Fragrance entered the Superdry universe through an exclusive licensing agreement signed in April 2022 with Lalique Group, under which Lalique creates and distributes a collection of perfumes carrying the Superdry name through 2032. The first fragrances — sustainably produced and packaged — launched in spring 2024, with compositions by Nathalie Lorson and Alexandra Monet. The licence extends Lalique Group's existing perfume portfolio, which includes Brioni, Jaguar, and Bentley Fragrances. Superdry fragrances target the brand's core streetwear consumer base, priced in the accessible tier and distributed through Lalique Group's global network. The scent palette aligns with the brand's urban, youthful energy — fresh, clean, and wearable constructions that complement rather than overshadow the apparel identity.
DNA over time
Each column is an era. Each colored band shows that family’s share of accord weight across every perfume the house released in that window. Bigger band = the house leaned harder on that family.
