My early morning commute and weekly routine was disrupted this Thursday morning with a visit to the Superdry flagship store on Regent Street London to preview the new Idris Elba X Superdry collaboration.
The store was getting ready for the lunchtime public launch where the main man Idris Elba would be making a special appearance, I was told they were expecting around 10,000 people.
There’s a section of the store dedicated to the collection, surrounded by a combination of neon signs and plasma TV’s showing film of Idris and his collection. I was told that the fit of the range is targeted for people like him, built slightly bigger, especially around the shoulders and arms. You’ll see hints of blue on most of the range too, this is his “signature” mark which illustrates a scar on his leg that has a tint of blue.
Having spent 25 minutes looking around it’s clear there’s something for everyone; from relaxed lounge wear, casual jackets and jeans to more formal fitted coats and jumpers. Of course the most popular piece seems to be his leather jacket, it’s been on a lot of advertising and having seen it up close it does look nice, although it comes with a higher than normal price tag.
I believe there is over 200 pieces in total which is a very large range in itself and it definitely feels like a more mature step up from Superdry’s normal pieces. Take a look at my photos below from the store, I also got to meet men’s fashion and design blogger Toni from Fashitects at the event which was an added bonus.