Superdry relaunches Cult sub-brand
Superdry has relaunched its Cult sub-brand with a dedicated website and rebrands at its Oxford Street and White City stores.
Superdry has relaunched its Cult sub-brand with a dedicated website and rebrands at its Oxford Street and White City stores.
The fashion retailer described the relaunch as “our fresh, trend-driven, sub-brand designed for the next generation”.
It said the collection “champions effortless style, featuring premium cotton collegiate looks, relaxed-fit denim, statement knitwear and must-have accessories”.
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“Cult is set to redefine Superdry’s presence in the fashion landscape,” the retailer added.
The launch went live on Monday (10 March) across Superdry’s channels and ecommerce site. New social media channels have also been created for Cult, Retail Week reported.
The retailer was originally founded as Cult Clothing in 1985, before founder Julian Dunkerton went on to co-create the Superdry name and fascia as an in-house brand.
Superdry was then introduced into Cult Clothing stores, before launching its own branded fascia in 2004.
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