Superdry Showcases Key SS18 Trends with New Talent

From rock ‘n’ roll leather-based jackets to hip-hop’s love affair with sportswear, music has left an indelible mark on the world of trend. And this season British model Superdry is plugging into this heritage with the launch of its new music focus, SuperdrySounds. Pushed by the model’s need to seek out and assist credible, genuine musicians, the undertaking sees a number of the greatest rising artists from world wide given the possibility to carry out on a worldwide platform. In the meantime, a brand new space on superdry.com will supply readers unique interviews, new releases from up-and-coming acts and a variety music-related weblog posts. The hero artists chosen for the programme are Aaron Unknown, a UK rapper and mannequin who has labored with Stormzy; Brixton-based R&B singer-songwriter Santino Le Saint; US indie singer and Vevo’s one-to-watch for 2018, Au/Ra; UK-based DJ Ami Carmine; Up-and-coming US singer, rapper and dancer Lexie Liu; Chinese language actor and singer Timmy Xu; and Sam Blacky, the worldwide DJ. Fairly a lineup. In addition to fronting Superdry’s SS18 marketing campaign, the chosen acts will ship intimate gigs throughout the globe, champion the model in music movies and lead rising artist phases at festivals equivalent to Discipline Day in London and MELT! In Berlin. To borrow their headline type, check out the outfits led by Aaron Unknown, Santino Le Saint and Timmy Xu beneath to see how their music background is setting the agenda for this season’s key city seems.

Aaron Unknown

With affect within the worlds of music and trend, Aaron Unknown made his title freestyle rapping over a dance observe for Youtube channel SBTV – clocking up 5 million views within the course of. Not simply an artist, although, he’s additionally a mannequin with quite a few high-profile campaigns below his belt. Again making music after a two-year hiatus, he’s set to launch his first EP in November 2018.

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The brilliant puffa jacket, as soon as the reserve of mountaineering sorts, has been scaling the heights of streetwear for a few years now. A welcome assertion in your spring wardrobe (and doubtless in your Instagram, too), Superdry’s orange Wave jacket incorporates a slimmer match than most quilted designs, with the hood giving it an off-the-cuff edge that’s supreme for weekend seems. Distinction it in opposition to the brand’s subtle black logo tee, which includes a additional shot of orange through the rights registered mark, to indicate you’re somebody who pays consideration to the finer particulars. End with Superdry’s Nue Wave chino shorts, which are available in a seasonally-appropriate washed-out blue colourway that may mix with the whole lot in your warm-weather wardrobe.

Santino Le Saint

Hailing from Brixton, London, Santino Le Saint is a maverick expertise able to producing searing guitar solos, lush soundscapes and heartfelt songwriting. His sound over two EP releases has been in comparison with R&B celebrity the Weeknd, whereas his father was a founding member of rap group The 57th Dynasty, who toured with the likes of Outkast and Eminem.

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Camo print was massive final yr, and it’s a pattern that (satirically) refuses to mix into the background. Put on it proud with Superdry’s Rookie Deck jacket, which options genuine military-inspired particulars equivalent to twin chest pockets, a button collar fastening and shoulder epaulettes. Beneath, the Echo Beach long-sleeved top is a nod to Superdry’s historical past, with its distinct Japanese-inspired bubblegum typography working down the sleeve – positive to show heads when the jacket comes off. Whereas the vast majority of the brand new SS18 vary incorporates key pattern items, this look is grounded by the timeless tennis sneaker. In all probability probably the most versatile type in your shoe rack, they work simply as nicely with informal suiting as they do streetwear. The multi-fabric uppers and flash of crimson on the again on these Athletic Trainers will assist set yours other than the whitewashed crowd.

Timmy Xu

Whereas not but a family title within the UK, 24-year-old Timmy Xu is already an enormous star in his homeland China. The singer-songwriter can also be a longtime actor, whereas his second album launched final yr went double platinum, promoting 400,000 copies in simply in the future.

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There isn’t a glance extra contentious in menswear than double denim. However it works right here due to the intentionally old-school Americana vibe. Distressed denim stays a robust search for 2018, and Superdry’s Oversized Tapered Jeans will supply some welcome respiration room within the warmth with out wanting sloppy. Up high, the SD Rogue Patch Trucker and Plane Flyers T-Shirt takes two menswear classics – the white tee and denim jacket – and injects some rock ‘n’ roll angle by quite a few sewn-on and embroidered patches.

Store the complete spring/summer time 2018 assortment now in shops and online Learn extra about SuperdrySounds and upcoming occasions at superdry.com/superdrysounds