The Superguy from Superdry, James Holder – Textual Conversation

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Superdry has become a juggernaut of a fashion brand in what seems to be a blink of an eye, if anyone was in doubt of its status as an aspirational brand  all they need do is visit, the frankly enormous, flagship emporium of the brand which along with another stella British Designer name, in Burberry dominate the retail architecture of Regent Street. Plus, on a recent jaunt to Egypt, Superdry was quite clearly amongst the top five Fashion brands who were subject to the highest form of flattery, if you know what I mean.

So where did the journey for this Superbrand’s begin ? Well of all places, believe it or not, that Fashion Capital, Cheltenham. This is where Julian Dunkerton, founder of CULT Clothing, joined forces with designer James Holder who had previously founded the Bench brand, to develop and create a new in-house brand and Superdry was born.

Instantly recognising a gap in the market James and Julian travel to Japan in 2003, where Julian’s passion for vintage Americana and James’s love of Japanese imagery, plus their shared love of British tailored fits, all came together to create this shared vision. Since this point the brand have managed to entice one or two celebrity fans including David Beckham, Leonardo DiCaprio and Kate Winslet to name but a few.

As the brand has grown, James has turned his creative eye to new areas including launching womenswear and denim along with unexpected collaborations with established British designers and brands including Joseph Cheaney and Timothy Everest. More, recently, Superdry have played a key and interesting role in establishing London Collections:Men as the premier destination in the Menswear Fashion calendar.

As we conducted this interview there where projects for the brand going on in Coachella LA, Snowbombing in Austria and planning a top Secret event to coincide with LC:M next month. To say James is a busy man is kind of an understatement in atomic proportions.

If you had one day to live what would be your biggest regret?
I don’t really have any major regrets, I have an incredible family, both personally and at Superdry… we work closely together and many of the teams are friends as well as colleagues. I truly believe in pushing boundaries, living each day to the full and filling it so it is literally overflowing, meaning there is little time to reflect or regret.

I have a positive outlook and this helps my creative flow. Life is good.

What would be the one piece of clothing you would rescue from your home in the event of a fire?image
My absolute favorite at the moment is our forthcoming Diablo biker jacket… (pictured above) the quality, fit and heritage detail is off the scale, a true rock and roll piece.

Who is your style icon ?
For menswear, although it may considered to be a little clichéd, I think that David Beckham has impeccable style… whatever he wears looks effortless and of the moment. Like Superdry, he doesn’t follow trends although when he chooses a style he defines it.

Tell us something no one else knows ?
Branding doesn’t have to be in your face to work. We are continually designing garments that are extremely branded but done in such a highly considered, intelligent manner that the design works and no one notices the quantity of discreet Superdry logos being used. We also devote as much time and effort to the inside of garments as we do the outside and it is within these internals that we can be more vibrant and bold with our designs. These styles often became best sellers and attract customers of different demographics.

Can you tie a bow tie ? If yes, who taught you ?
Currently not, but I would have to be shown only once to learn.

My tailoring style is sharp but more relaxed. Dinner jackets have to be millimeter perfect slim and these will be paired with high cotton white shirting, skinny dark jeans and a burnished saddle leather belt.
Have you ever bought a piece of clothing and regretted it ? 
Since the birth of the brand (over 10 years ago) rightly or wrongly I’ve only worn Superdry. If the garment didn’t exist within our wardrobes we wouldn’t have created it.

Working so closely with the whole design team, I genuinely love and believe in every incredible product in the collection. For me, there’s little need to look elsewhere.

I am sure during my hedonistic 90s there may have been some acid house inspired faux pas but I cannot recall any specific horrors.

What do you have to do after this conversation?
My life is a constant juggle of roles and job responsibilities: one moment I may be looking at fixtures for a new store, then overseeing detail for an event, attending board meetings, approving a new fragrances, accessory ranges, detail on a new zip or perhaps choosing the perfect leather for watch straps… it is utterly diverse.

Today, however, I am flying back from the Superdry Snow event in Austria. Superdry partnered with cult festival Snowbombing where we launched our technical ski wear line to the Fashion press and held a weeks worth of DJ events in the Superdry Arctic Disco on top of a mountain. After that I will be talking to our team who are in LA for a secret event we are organising, at the Coachella music and art festival (coachella.com). Following that we begin our line review to approve the SS15 products and a call with the British Fashion Council to discuss ideas for the next London Collections: Men. If I can get out of the office before it gets dark, I will go for a cross-country run. I live in the middle of the Cotswold’s and hard running helps me relax and is part of my personal mantra – a good physical state of mind and body stands you in good stead – I always have to push myself both professionally and physically.

What piece of clothing best describes you?
I would say a Premium Superdry leather biker. Something with an impeccable, slim silhouette that is steeped with integrity, cuts a rock and roll style and never let’s you down.

What track would always get you on the dancefloor ?
Anything from Black Butter Records is good, from Rudimental to Clean Bandit – it has to have an all-encompassing bass that captures you. As a die hard illegal acid house raver, anything epic and electronic will usually does the trick with the new incarnation of The Prodigy being the perfect example.

Check out the lineup for the last Superdry Arctic Disco at the recent Snowbombing event for an insight into my musical preference.

What is your most memorable moment?
From a personal point of view it has to be the birth of my son, the meeting of my partner Charlotte and the impending arrival of our baby daughter. That gives purpose to my crazy world.

From a business point of view, I still get a buzz when I see people walking down the street in far-flung countries wearing our product – this is always a moment for me… even today I am straight on the phone to my partner Julian to tell him where we are being worn.

If you could give your teenage self advice, what would it be?
Trust your instinct and take risks. Mistakes will be made along the way but the successes should far out weigh them and define you as a person and brand.

If you could collaborate with one brand, who would it be and why?
It would have to be someone who shares our passion and dynamic; someone with integrity and to whom design and progression – both through people and product – are the driving factors.
We have so much talent here in Britain with heritage and Great British design values being of paramount importance. Working with like-minded contemporary British tailor Timothy Everest showed me how successful a collaboration with the right partner can be. I am always keen to work with new and exciting talent and when the right, long-term opportunities with brands or individuals come along we will do more of them.

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All I want for Christmas – The Best of the best Christmas Jumpers

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Next Friday, yes thats right, Friday 13th, its Christmas Jumper day where by you paying £1 for the “privilege” you can wear a Christmas jumper of your very own choice. Now to assist you in making the right selection and ensuring your participation in partaking in this worthwhile cause, we’ve done the detective work so you don’t have to. Just so you know Christmas Jumpers are big business these days with many retailers recording sales in record numbers with, many styles ALREADY sold out ! Take a little look at the below gallery which should have something for everyone’s taste, maybe.

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I’ve gone with this to kick us off, from the highly questionable, but a lot of fun, funkychristmasjumpers.co.uk. Yes you can wear matching Christmas jumpers, if you so wish. This unbelievably successful website, stocks both his and hers, so come the big day you can be totally co-ordinating !!!!

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We’ve turned the dial round a bit and toned it down with this knit from Superdry available from House of Fraser. A Fairisle jumper isn’t just for Christmas and you won’t feel out of place wearing it at any point during the year.

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Whether your spending the Yuletide in Aspen or Ardwick, this Ralph Lauren Seasonal knit will have you looking your best, whether your on the slopes or slopping off for a little cat nap to escape the eating, drinking and making merry.

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This fine piece of festive knitwear must surely win the prize of most Christmassay of Christmas Jumpers ! And the winning brand is………. (drum roll please). None other then blinking New Look, for the love of old St Nick.

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Another tasteful lil number and from another American stylish Powerhouse, this time Tommy Hilfiger but exclusively for a very British Retailer in John Lewis.

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Keeping in the vein of tasteful is this example from Banana Republic, which strikes the perfect balance of Festive without being OTT and ensures this knit won’t be languishing in the back of your wardrobe for another 364 more days.

Screen Shot 2013-12-03 at 21.45.57Right so lets turn that dial up to 10 on the Christmas Richter Scale. You’ll get the point with this Holly Jumper from River Island so make sure your not being prickly come the season to be jolly.

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Some might say I’m finishing on a bit of a Turkey, but hell not me !  This Turkey of a jumper, in the best possible way, by Joules, needs no trimmings.

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Be hidden in the Urban Jungle – Camouflage Trend

Good day my dear and trusted style gazers, as the weather is being as predictable as my child’s nightly sleep patterns I thought I would look at a trend which can be worn rain of shine, in the words of 80’s family groovers 5Star. Camo or Camouflage as you may know it has been floating around as a menswear trend for quite a few seasons now. Hopefully, you will have been a style consumer of great foresight and have invested in a piece or two of the camo variety over the past couple of seasons. As you see from  below for Spring 2013 literally everyone has interpreted and tailored camouflage to their own likings, offering us, it in every conservable item of clothing, colour combination and from traditional Action Man-esque patterns to 21st Century state of the art stealth techno camo to even neon, floral, in your face ones.

I’ve sourced the great information Superhighway from start to finish looking for some of the better examples of this trend. Now please heed this warning, akin to not feeding the Mogwai after midnight, do not, I repeat do not wear to much of this trend at the same time or you’ll run the risk of looking like a reserve from the T.A. on civilian maneuverers, once again the maxim of less is more applies.

 

Must have piece, particularly for those pesky April showers is this Pac-a-mac from Superdry

Must have piece, particularly for those pesky April showers is this Pac-a-mac from Superdry

A great take on the camouflage print by McQ by Alexander McQueen @ MrPorter.com

A great take on the camouflage print by McQ by Alexander McQueen @ MrPorter.com

 

Camouflage sunnies just to complete that look from TOPMAN

Camouflage sunnies just to complete that look from TOPMAN

 

Look sharp mixing and matching materials with the camo trend in these Windsor Shoes by Dr Martens

Look sharp mixing and matching materials with the camo trend in these Windsor Shoes by Dr Martens

 

At ease solider in these camo print shorts by Scotch & Soda from John Lewis

At ease solider in these camo print shorts by Scotch & Soda from John Lewis

 

Camo Eastpak luggage from House of Fraser

Camo Eastpak luggage from House of Fraser

 

Formal up the trend with this blazer from Daniele Alessandrini @ FarFetch.com

Formal up the trend with this blazer from Daniele Alessandrini @ FarFetch.com

 

Get your Camo on with this Tee by Marc by Marc Jacobs @ MrPorter.com

Get your Camo on with this Tee by Marc by Marc Jacobs @ MrPorter.com

 

a unique Camouflage design by Diesel @ House of Fraser

A unique Camouflage design by Diesel @ House of Fraser

 

On manoeuvres with this Racksack by Herschel @ John Lewis

On manoeuvres with this Racksack by Herschel @ John Lewis

 

Escape from the old routine in these high tops from Converse @ Topman.com

Escape from the old routine in these high tops from Converse @ Topman.com

 

Not sure about the camo trend then add flashes of it with this tie from Mr Bathing Ape @ Coggles.com

Not sure about the camo trend then add flashes of it with this tie from Mr Bathing Ape @ Coggles.com

 

Short, back and sides please – The return of the barber shop in a shop

The Murdock London Barber Shop at the Shop at the Bluebird in London

The Art-Deco inspired Tommy Guns barber shop at the Superdry flagship store

Regular readers of Clothes-make-the-man.com may have noticed of late a trend developing at menswear retailers with the addition of a traditional barber shop, but with the all important, contemporary twist, in their flagship store. However, this isn’t a new phenomenon, for years bastions of traditional department stores such as Selfridges, Harrods and some of the more old school House of Fraser stores such as the former Kendals in Manchester, have all boasted grooming emporiums to answer any possible requirement the dapper gent may request.

Nevertheless, the style pendulum has well and truly swung back in favour of the traditional barber shop experience. In the last few months alone we have seen the brilliant Murdock London open at the uber trendy Shop at the Bluebird on the Kings Road in London and then only last week we had Ted Baker inviting us to experience his Turkish inspired Ottoman Lounge, as you fans of Clothes-make-the-man.com will know only too well.

Mr Natty himself, Matt Raines at Albam

Nonetheless, these retailers are far from being on their own on this particular grooming tip. TopMan have enlisted the service of top barbers Sharps, as too have Ben Sherman who are soon to open this service in their Islington, London store . Superdry have opted for the grooming skills of Tommy Guns for their retailing flagship stores. Tommy Guns are particularly known for creating a striking environment that blends heritage Barbershop influences, faux narratives and modern day craftsmanship to their hair cutting prowess. And those guardian of No 1 Savile Row themselves, Gieves & Hawkes are a dedicated contemporary oasis within their traditional male haven, maned by Gentlemen’s Tonic.

Also, we have seen the likes of Albam, yes trendsetters extraordinaire Albam, who have been offering the unique services of Matt Raines and his Mr Natty brand within their stores.

And for our Irish readers, or if planning a trip to the Emerald Isle, the wonderfully stylish Brown Thomas have recently opening their own grooming enclave in Brown’s offering packages from the ‘10 minute Quick Fix’ and the ‘40 Minute Rejuvenation’

Although, the first time I saw this new modern day trend, of a return to the barber’s chair within a men’s shopping experience was with the Mancuian style gurus Oi Polloi. Who for years in their original store, had queues out their door waiting to take advantage of their single barber’s chair.