David M. Benett
Superdry has collaborated with Idris Elba, the Brit whom we at Lucire keep calling ‘the coolest actor on Earth’ and best known for his role in Luther, on a 250-piece collection, launched Thursday at its Regent Street store.
And what a perfect spokesman for a premium men’s fashion line, not just because of the press Elba brings.
Superdry’s founders James Holder and Julian Dunkerton felt an affinity with Elba. Said the actor, ‘We’re three British lads who’ve worked hard to get to where we are. I’m passionate about what I do and always give 100 per cent. If I had the opportunity to have any influence in fashion, this is it. I’m not a designer, but I’m passionate about clothes and I know how men want to look. 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.’
Celebrities attending the launch included Noomi Rapace, Alexander M. Johnson, Alexander James, David Haye, Oliver Proudlock, Kat Shoob, Camilla Kerslake, and Craig McGinlay.
The Idris Elba + Superdry Collection reflects the actor’s tastes with deep tonal colours such as midnight blue, graphite grey and jet black, contrasted with cobalt blue. Bomber jackets, mac and trench coats, joggers, Ts, hoods, shirts, and jumpers feature in the range.
The company identifies the Leading Leather Racer Jacket as the hero piece of the collection, with a down filling, while the Aviator Down Parka has a fur-trimmed hood, monogrammed lining and internal pocket detailing.
Shown originally in June during London’s menswear fashion week, the collaboration was made available to the public on Thursday, the same day as the launch party.
The collection is available from Superdry retail stores and via its website.
David M. Benett