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    British label, Superdry, finds a home in the city

    Favoured by the likes of David Beckam, Zac Effron and Idris Elba (who has designed a special collection for the brand), British label Superdry finally made its way to the city last week. With numerous stores across the rest of India, we asked CEO Eaun Sutherland the reason behind the timing of their Bengaluru launch. “Our ‘quality over quantity’ approach to new store openings has meant that we’re willing to ‘hang on’ until the perfect location is available for Superdry. The 2,099 square-feet location at the front of VR Mall is a first class store. It certainly will not go unnoticed!,” he explains. Having started as ‘Cult Clothing’ in Cheltenham in 1985, it soon made its way to larger towns and cities across the UK, growing in popularity for its mix of ‘American prep’ and ‘Japanese graphics’. It was in 2004, that it was renamed Superdry. Sutherland tells us what’s in store:
    Bestseller list
    The store will include all our key product categories, from our best-loved light weight jackets through to our fantastically-soft tees and jersey sport products. Going virtual The size of the store is smaller than our European stores so has a restricted choice among categories, but all product categories will be present. However, we will also be launching our website this month which will allow our customers access to more products.

    The Indian angle
    The collections in India have more of lightweight and printed fabrics across categories. With the increasing awareness of fitness in India, we’ve also focused on the Gym range. The geographical scale of India gives us a lot to think about, from climate differences, for example our iconic ‘wind family’ outerwear is perfect for a Delhi winter but not so great for a Bengaluru winter! Although, we have learnt that there are plenty of keen travellers in the South of India who rely on our warmer Superdry products to protect them from colder holiday destinations! Fashion tastes also vary across the 29 states in India, with a noticeable preference for the ‘louder’ designs in the North!
    Rs 1,990 upwards. At VR Mall, Whitefield. Details: 30877414

    The collection
    The store opens with their latest Spring Summer line. Think luxurious leather, artisan selvedge denim, hand-painted prints. Expect lace tops and skirts, kimonos, suede jackets and boho tassel boots, apart from feminine polka dot prints, nautical stripes, Bardot tops, crochet tops, floral jumpsuits and more. For a night on the town, opt for their slinky maxi dresses, sequin tops and midi and body-con dresses, that spell
    understated glamour.

    Summer friendly
    Those heading to the beach or pool, best make a stop at their swimwear section. On their shelves are a range of printed and block coloured bikinis and swimsuits, with built-in cups for added support. Going beyond just swimwear, you can even get a whole new ‘beach’ wardrobe with dip dyed tops, crochet kimonos, embroidered shorts and Hawaiian jumpsuits.

    Get sporty
    With fitness wear going high fashion, their Sport Collection is the way to got this season. Crafted from flattering and breathable hi-tech fabrics, the pieces come in colours that reflect the hottest trends from across the globe, including bursts of flouro coral, purple and charcoal.

    For the men
    Designed around  destination style, the men’s collection boasts classic preppy  and nautical looks with blues, reds and neon dominating the colour wheel. The varsity trend is strong when it comes to T-shirts and sweats, as are sleeve stripes and oversized garments in their signature one-colour cracked print technique. Military style is also in this season, specially with their woven range. Bomber jackets, shorts and trousers, all get a military touch, while  outerwear remains lightweight  and casual.

    —Rashmi Rajagopal Lobo

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