The Superdry brand has unveiled a new fragrance line, described as a ‘bold and contemporary’ duo of scents designed for the ‘mavericks of today’.
Real Superdry 01 – which has the tagline ‘Time to Get Real’ – has been crafted for those who embody curiosity and confidence, with the fragrances celebrating the ‘spirit of adventure and authenticity’.
Master perfumers Nathalie Lorson and Alexandra Monet, under the creative direction of Superdry ceo Julian Dunkerton, created two unique expressions from a single unisex fragrance: an earthy, musky masculine fragrance with soft aromatic notes and a feminine interpretation of mineral woodiness rounded by tender florals.
The fragrance bottle also aims to unite Superdry’s cultural influences – Americana vintage, British heritage and Japanese inspiration – into a distinct triangular shape.
Each side features unique engravings, including the new fragrance logo, Japanese Kanji characters for ‘Spirit of Adventure’, and the Union Jack with the number 01. The bottle, made from partially recycled glass, is frosted for an aged effect and is refillable, aligning with Superdry’s commitment to sustainability. The cap, crafted from wood, is embossed with the fragrance name and number, and the external packaging uses recyclable materials with a raw, crafted finish.
Superdry has a local presence around the world, operating through 182 Superdry branded stores in 11 countries, with 327 franchise/licensed stores in 41 countries.
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