This Heritage Month, Superdry South Africa, together with Brand Ambassador, Cheslin Kolbe, are
set on encouraging South Africans to remember their own cultural backgrounds and take pride in the great South African melting pot!
Built on a love of provenance and respect for the traditions of the maker, Superdry is an ever-adventurous brand whose story is built not only on an obsession with detail and a passion for unique style, but a love of heritage as well.
Superdry was co-founded in 2003 by Julian Dunkerton and his good friend and clothing designer, James Holder. Their shared passion for British tailoring merged with Julian’s love of vintage Americana and James’ eye for Japanese imagery, and Superdry was born, launching with a collection of just five t-shirts.
This year, the brand’s Heritage Day message reflects the Superdry brand message. “Given Cheslin’s story and his authenticity we thought it was apt to position our campaign message around the truth of our brand and our ambassador’s story,” explains Amanda Daniels, Marketing Manager at Superdry South Africa.
For Kolbe, Heritage Day is all about roots and foundation. “Heritage Day is an important and proudly South African celebration because it is a day that celebrates our rainbow nation and the unique cultures of South Africa. My culture and heritage are the backbone of who I am. I am proud of where I come from and I wouldn’t be the man I am today without my roots. It’s important to remember your roots and to pass them on to the next generation. My truth is what drives and inspires me every day, nobody can take that away from me”, says Kolbe.
Warren Strydom, Brand and Marketing Executive at Bounty Brands Apparel adds: “We at Superdry love the synergy between our brand and South Africa. Superdry proudly celebrates its own diverse cultural heritage, inspired by the love of bespoke craftsmanship from British Savile Row Tailors focused on silhouette, fit and refined fabrications, combined with iconic American collegiate pieces brought together with the dynamic colours of hand drawn Japanese artworks and graphics. What we are most proud of is how diversity is unified by one culture and that is, the culture of being true to your identity through style and fashion.”
Long history and consistency can lead customers to value continuity authenticity—a sense that the brand has remained true to its origins. “The Superdry brand speaks to what I stand for; they are about being authentic, being an inspiration and constantly looking to raise the bar. They are committed to driving positive change in South Africa and the world along with making a lasting impact. It’s exciting to be a part of this journey with them,” concludes Kolbe.
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Superdry is a contemporary brand focussed on delivering high style and premium quality products in 4 collections. Inspired by the cultures of America, Japan and Britain Superdry delivers beautifully crafted, relaxed style with engaging content. Methods of making, attention to detail, premium materials and hand-drawn art are the signature details of the collections. Superdry has a significant global presence in 65 countries. Superdry.com our digital experience retails safely and securely to over 100 countries worldwide.
