Superdry Debuts New Fragrance Line

Superdry has announced its new fragrance line. The fragrances are grounded in woody notes with a savory salty accord, both evoking a second skin feeling and a fluid, airy freshness. Master perfumers, Nathalie Lorson and Alexandra Monet, under the creative direction of Julian Dunkerton, chief executive officer, Superdry, created two unique expressions from a single unisex fragrance: an earthy, musky masculine fragrance with soft aromatic notes and a feminine interpretation of mineral woodiness rounded by tender florals.

The fragrance bottle unites Superdry’s cultural influences – Americana vintage, British heritage and Japanese inspiration – into a distinct triangular shape. Each side features unique engravings, including the new fragrance logo, Japanese Kanji characters for “Spirit of Adventure” and the Union Jack with the number 01. The bottle, made from partially recycled glass, is frosted for an aged effect and is refillable, aligning with Superdry’s commitment to sustainability. The cap, crafted from wood, is embossed with the fragrance name and number, and the external packaging uses recyclable materials with a raw, crafted finish.

The fragrances are available in select Superdry stores or The Fragrance Shop. The collaboration was facilitated by the brand’s licensing agency, IMG.