SUPERDRY NEW BRAND IN FASHION&FRIENDS STORES

British fashion brand Superdry, English response to US ABERCROMBIE & FITCH, is the novelty in the offer of one of the largest regional retail companies FASHION COMPANY. A line of men's and women's clothing and shoes for spring / summer 2016 you can buy in multibrand concept store in FASHION & FRIENDS in Belgrade. Bright bursts, shearling detail and summer-ready linings establish Superdry as the destination brand for holiday style. Adorned pieces, lux leather and artisan selvedge denim are statement looks with brand new handpainted prints paramount throughout the collection. For women, feminine prints and fresh colours dominate key looks with minimal branding, creating a sophisticated collection for women who appreciate quality detail. Elegant lace tops and skirts, kimonos, dresses, suede jackets and boho tassel boots and bags meld together to create the ultimate in Coachella festival style. Polka dot prints, nautical stripes, Bardot tops and scuba skirts are summer must haves while ditsy prints, crochet tops and flattering floral jumpsuits add a touch of prairie chic to the diverse collection. For a night on the town, slinky maxi dresses, sequin tops and midi and body-con silhouettes scream urban glam while brand new denim styles and washes offer a look for every occasion.   The men’s SS16 collection revolves around destination style. Key looks encompass classic preppy nautical navy, blues and reds, fused with neon and sun-kissed brights. Essentials are key this season with a style, shape and colour for every man’s wardrobe. T-shirts and sweats are all about Varsity sleeve stripes and oversized numbers in Superdry’s signature one-colour cracked print technique, alongside bright neons, oversized grits, nautical stripes and lightweight and lofted tees in baseball shapes and Sunkist hues.   Preppy button down shirts and long sleeve granddad, Grindlesawn and bright tops add a touch of east coast class. Military style is paramount in this season’s woven collections. Outerwear is all about the lightweight casual, with a military twist on bomber jackets complemented by cargo woven parachute style shorts and trousers in army greens and rich navies. Slim leg and belted chinos in white and hued pastels paired with a cut collar neckline shirt in Oxford blues echoes the sophisticated swagger of the Hamptons. Swimwear is all about Water Polo shorts in classic colours as well as neon and banana leaf prints. For a more laidback look, boardshorts with reflective print logos and branding in a spectrum of colours and printed effects take inspiration from 70’s California.