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Superdry was conceived during an inspiring trip to Tokyo and was then created in 2003 by Julian Dunkerton and James Holder, who remain the soul of the brand today. With Julian as the director of product and branding, and James as the director of branding and design, the values of the Superdry style have never changed during its extraordinary history. Incredible tailored cuts, super-soft cotton with authentic vintage washes, premium fabrics and iconic hand-designed graphics - all combine to create the classic garments of the future. Their core philosophy of quality, value and design remains as valid today as it was in the beginning.

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