Superdry has a lot to thank the Beckhams for. In the early 2000s, before streetwear brands really got into the groove of paying celebrities a fortune to wear their clothes, the young clothing company based in Cheltenham was catapulted into the limelight when it discovered that the global footballing superstar, had been photographed wearing one of its T-shirts. And it apparently didn’t cost the team behind Superdry a bean.
Now, more than 15 years later, the Beckham name is being linked with Superdry again, after The Sun reported that Brooklyn Beckham has been signed by the brand for £1M to be its new face.
The Sun reported that the 22-year old has completed a photoshoot which will be revealed when Superdry launches its sustainable range along with its new flagship store on Oxford Street in London on November 10th.
Last week we reported that Superdry is recovering well from the disruption of the Covid-19 pandemic, according to its founder and CEO, Julian Dunkerton.
In its half year results, the global clothing brand revealed that store revenue has begun to recover and is up more than 21 per cent year-on-year.
Julian said: ““As consumers continue to return to stores, I am really excited about the opening of our new flagship store in Oxford Street which will be a big statement about the future of the brand, offering the broadest range of sustainable product in our portfolio. It will showcase the full spectrum of our new ranges and will become a London base for the wholesale showroom and our influencer programme, which is a key pillar of the brand’s digital first strategy.”
The signing of Beckham junior is the latest in a growing number of global celebrities which Superdry has signed up. In December last year Brazilian football legend and style icon, Neymar Jr, joined Superdry in a three-year global deal. The deal championed sustainability with a 100 per cent organic underwear and sleepwear collection.
In 2015, Hollywood superstar Idris Elba became the face of a new premium range of Superdry clothing.