Launched in 2003, the Superdry brand is the centerpiece of SuperGroup, a UK fashion retailer. The brand is famous for its apparel and accessories and is gaining popularity worldwide thanks to a variety of celebrities—from David Beckham to Kate Winslet and Leonardo DiCaprio—who sport Superdry products. Superdry debuted in the U.S. this spring as an eyewear collection. Distributed by New Millennium Eyewear, it is designed, manufactured, and marketed by Inspecs.
Superdry aims to appeal to stylish young adults teetering between youthful edge and adult sophistication. The over 130 full-rimmed and semi-rimless ophthalmic and sun styles each have a feature focus like leather-wrapped or bamboo temples. High-quality materials, finishes, and detailing are paramount to the line.
Made to Japanese standards, some structural features include the frames’ seven-barrel chrome hinges which provide strength and durability. The frame fronts and temples of the acetate styles are sized at least 1.0mm thicker than the industry norm for a built-to-last guarantee, according to the company.
Matte zinc finishes, retro keyhole bridges, laser-cut branding on each top brow, unique front trims, and hand-embossed inner temple markings are among some of the distinctive features that give Superdry a unique high-end look. Standard eyewear color favorites are reinvented with new blends and fades to help retain the ‘50s’ look while updating it with a modern flair.
A CLOSER LOOK
Officer is a bold, vintage-inspired frame featuring a full-rimmed square front, formed with custom acetate and made of the same leather used in Superdry’s other premium leather products. The temples are a perfect complement to the rest of the frame’s bold styling.
Depp is unabashedly named after the actor, Johnny Depp, and is fashioned after his own trademark choice in frames. It is a unisex, full-rimmed classic-shaped plastic frame and its sleek and trendy style stands out with beautiful bamboo finishing on the temples.
Fitting the name to its shape is Kitty, a cute women’s retro cat eye. It is a perfectly balanced full-rimmed acetate and comes in both calm and more daring color options. With hand-embossed inner temple branding and markings, Kitty upholds Superdry’s high-quality and style standards.
On the sunwear side, Rockstar brings an effortlessly cool vibe to the summer-loving wearer. These trendy plastic frames sport a classic look with neon color options.
Rockstar looks like it came right out of a time capsule from the ‘80s! The sunglasses provide 100% UVA and UVB protection which adds a health benefit to its good looks.
The Avionics Classic is a plano sunwear style that has many unique details. Its metal aviator shape has a signature layered triple-bridge bar detailed with precision engraving. Matching trim and temple tips are surrounded by a premium dual-hinge system.
All Superdry frames come with a unique rectangular wooden case that has a sliding brushed aluminum lid. Also available are different sized countercards and a unique “tree”-style eyewear-holding display.
With models both vintage and contemporary, there’s something for everyone in this collection.
Aaron Chapman is a licensed optician practicing at Comprehensive Eye Care West in Columbus, OH.
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