British apparel brand Superdry celebrated the debut of its new collection with Golden Globe-winning actor Idris Elba at its flagship store in London on November 26. The open door event offered fans a chance to meet Elba in store, win exclusive giveaways. It also provided an opportunity to shop the new collection, which was initially unveiled at London Collections: Men in June, and which hopes to elevate the brand and bring global attention to its quintessential British style.
Designed alongside Superdry co-founders James Holder and Julian Dunkerton, the 250-piece collection reflects elements of Elba’s signature style. Deep tonal colors such as midnight blues, graphite greys, and jet black were used on the finest fabrics. Tailored wool town coats, monogrammed reversible bombers, joggers, t-shirts and tailored fitted wovens are featured throughout the large collection.
“We’re three British lads who’ve worked hard to get to where we are,” said Elba in a statement. “I’m passionate about what I do and always give 100 percent. If I had the opportunity to have any influence in fashion, this is it. I’m not a designer, but I’m passionate about clothes and I know how men want to look. Functionality and durability were key things for me. It’s a ‘24-hour’ collection; clothing guys can look and feel great in from day to night.”
Elba currently stars on the big screen in Beasts of No Nation. His many other films include Mandela: Long Walk to Freedom and Pacific Rim. He won the Golden Globe for his work in the TV series Luther.