British fashion label Superdry celebrated its 10th anniversary on Thursday with a big party and fashion show at the Battersea Power Station in London. "This is a really great party for us and we really want to focus on the next 10 years. We started with one t-shirt and now ten years later we have stores all over the world," said Superdry founder Julian Dunkerton. In 2014 the company plans to focus on womenswear and denim. "We are very strong in the UK and Belgium, but our plan is to grow and expand not only in Europe, but also in Asia. With our next summer collection we want to surprise people about what we are," explains Dunkerton.
The Superdry summer collection 2014 showed a whole range of colourful shorts, dresses and sweaters in light colours for women. Bleached denim shorts were key pieces. The men’s collection presented camouflaged elements in shorts and jackets combined with fresh, brightly coloured shirts and sweaters. Marine elements such as striped shirts and shorts also set the trend for 2014.