Considering we only launched our range of optics just over 6 month ago, the Superdry Officer frame has been busy winning the humble title of “frame of the year 2012″ at the Optician Awards!

Recognised as the “oscars of the optics world,” the optician awards is now 15 years young in celebrating excellence within this industry and we’re thrilled to have taken the top spot for 2012!

Fingers crossed we keep hold of the title come 2013!

It’s not every day that you can make a claim so bold, but when God of Thunder, THOR is spotted wearing a Superdry Brad Leather Jacket we thought we could get away with it!

Marvel’s ‘The Avengers’ Assemble’ is currently big business at the box office and there’s been smiles of biblical proportions here at Superdry HQ, when we heard thor actor Chris Hemsworth is a fan of the brand!

Hidden beneath the grandeur of London’s finest shopping destination, beneath the museum-style vitrines, theatrical spotlights and hidden alcoves lies one of Regent Street’s true hidden gems – a 1930s Art Deco hair salon with a new lease of life thanks to Superdry!

Just two days ago, fashionistas, bloggers, editors and celebs filled the travertine marble floor for the official launch of Tommy Guns, NailPorn and Lash Perfect, where they got to see (and if they were lucky enough, try out!) the latest additions to our international flagship store!

Fashion editors and journalists from GQ, FHM, Men’s Health, Company, Cosmo, Elle and Grazia were enjoying the VIP treatment that we had laid on for them, whilst both the blogosphere and twitterverse were going crazy thanks to online editors and bloggers from Notion, Wonderland, Mail on Sunday You blog & the chic geek!

We’ve just about recovered from what was an absolutely amazing opening event and want to thank everyone who helped made it a success – thank you!

Last weekend, the Superdry team packed up our bags and headed out to Switzerland for the Zurich Energy Fashion Night!

Trying our very best to resist the temptation of all the amazing Swiss choccy we saw en route, we headed to the Hallenstadion to meet the supermodels, who included Karolina Kurkova and Andrej Pejic, as well as the Superdry models; Daniel Bamdad and Rafael Beutl.

They were all ready to show off our amazing Spring Summer 2012 collection to a baying crowd of over 5000 fans! German Rock/Pop outfit MIA. kicked off the Superdry catwalk show with a bang and further musical entertainment was provided by Bastian Baker, Tove Styrke and Melanie Fiona who pumped out their own flavours of pumping basslines and visual light shows throughout the evening!

Check out a snapshot of the event in the slideshow below!

We’ve just had time to recover from the Cheltenham Design Festival and boy was it a good one!

Kicking off on Friday, the Superdry exhibition was all set up and it didn’t disappoint. Our in-house graphic designer, Richy Baldwin, was in attendance on Friday and brought along delights from his own collection of inspiration.

Old vintage drink cans, posters and signs from his personal archive were on display along with the story of Superdry and boards with the evolution of the Superdry designs.

Lucky visitors had the chance to ask Richy about his work and what gets his creative juices flowing. Swatches and a collection of the first Superdry graphic tees were all on display for fans and budding designers to see the whole process behind design.

The Festival ran for the whole weekend with talks from other guests covering the use of technology, social media, animation, the future of design and the design of the Morgan 3 wheeler! It was a great success for the first Design Festival in Cheltenham and we look forward to the next!

The team here at Superdry head office is looking forward to this weekend where the Cheltenham Design Festival kicks-off on Friday at the Parabola Arts Centre.

The first of its kind, the Cheltenham Design Festival gathers creative thinkers from a wide range of disciplines to debate and explore the future of design.

As the hometown and base for the brand, Superdry CEO Julian Dunkerton is the patron for the event. We’ll be exhibiting at the Design Festival, where you can discover how the brand has evolved since its conception in 2003. Our very own in-house graphic designer, Richy Baldwin, will be in attendance on Friday to talk through his designs which grace all our hoods and tees. Come down and meet us and learn about the anatomy of a Superdry t-shirt!

If that’s not enough, Malvern’s Morgan Motors will also be presenting at the Festival where the Superdry Morgan 3 Wheeler will be on display. Don’t miss Morgan’s Chief Designer Matthew Humphries’ talk about the creation of the 3 Wheeler on Sunday, 22^nd April.

For full information, visit the website. Hope to see you there!

Armed with a camera, we took a trip to the store and were instantly inspired by the outfits our staff were wearing, which we want to share with you!

Cheyney’s bright colours got our attention; wearing the Superdry Warriors tee in red along with ¾ denims and neon trainers, we love this casual summer look.

Diana wears the fun and bright Regular Gas tee with the Orange label ziphood, finished with denim shorts.

Sinead teams her Panther Greaser tee, Orange label ziphood with jeans, adding a cute patterned headscarf to complete her look.

Hichem caught our eye in his Dependable graphic tee, worn with chinos and super series high tops.

We love the looks on our Regent Street staff! How do you wear your Superdry?!

There’s something about the lo-fi aesthetic that makes the Superdry check shirt the perfect match for acoustic musicians, so we were thrilled to see Danish singer and songwriter Morten Remar wearing our Lumberjack Twill Shirt in the artwork for his latest album!

Morton is best known from being in the band Back to Back and their hugely successful track ‘Jonathan’. Now, after seven years away from the music business, he is back with his fourth solo, and self-titled album; Morten Remar – IN PERSON.
The record was written entirely in his backyard whilst looking after his family and is heavily influenced by his three children, the outdoors and his love of science!

The official album Release Party Concert in CPH is just around the corner (May 4th 2012) and it’s free admission too! So make sure you head down to PH Caféen, Halmtorvet 9A, 1700 København V for 8pm and you can be amongst the first to listen to all the tracks!

For more information on the man behind the music, why not take a look at his official page, or his Facebook page!

That’s what awaited Superdry fan Jillian Sim, who was lucky enough to scoop this once-in-a-lifetime prize with our recent competition! With a Stylist and a Personal Shopper at her beck and call, Jillian was given free rein of the store…and she certainly made the most of it!

With £500 to spend, Jillian made sure, what happened in Vegas didn’t stay in Vegas, as she loaded up her bags to the brim with her favourites from our SS12 range!

Taking five minutes out from her shopping spree, Jillian told us “The whole visit was fantastic and the guys we’re absolutely amazing, especially Dan and Kyle our hosts, personal shoppers and photographers extraordinaire for the occasion!”

Before reaching out to grab our Parliament Lite Cardigan, she added, “I’ve never done anything like it before and it’s definitely a highlight of the whole trip. From the limo to the store to the incredible amount of fantastic clothes… It’s been wonderful.”

If you want to get your hands on £500 to spend in a Superdry store, look no further! Every month, we pick one Superdry superfan to win £500 in Superdry vouchers! If you want to be in with a chance of winning, just sign up to our newsletter at www.superdry.com/signup

This week the Superdry AW12 press day was held at The House of St Barnabas in London’s Soho square! Showcasing the key looks for the next season to fashion editors, we were excited to set-up outfits and displays which our designers have been busy creating over the past months.

Our classics have been reworked, taking our existing collection to a new direction. Durable and hard-wearing outerwear along with fresh cuts and prints are all to look forward to for AW12!

Check out our pics from the day – the Superdry cupcakes on offer were especially popular!