In Brief

Founder Julian Dunkerton explains his vision of creating a brand that doesn't follow fashion trends.

Selling in 33 countries, Julian Dunkerton’s fashion brand has all the makings of being as popular and global as H&M or Zara. Supergroup, the company that owns Superdry, IPOed earlier this year and the value of the company has doubled on the London Stockmarket since then.

The UK’s Sunday Times recently wrote a profile on Dunkerton’s vision to create a brand where he says he refuses to follow fashion trends:

Superdry makes better designed, more interesting streetwear than that available at fast fashion stores, such as Primark, Top Shop or H&M, but at a price that is lower than rival brands such as Abercrombie & Fitch and Diesel.

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