Brand Values:

  • Contemporary brand, focused on premium, sustainable products.
  • Strong global presence in over 65 countries.
  • Cross generational appeal.

Brand story:

Superdry is built from firm roots of original and vintage design, inspired by a combination of the thrift stores of London and the eclectic heritage style of America. Disrupting peaceful Cheltenham, Superdry began in the historic English town’s first cult clothing store back in 1985. Singularly laidback whilst remaining unique and iconic – these design values carried Superdry’s brand in cult clothing stores across small university towns.

In 2003, founder Julian Dunkerton joined forces with Bench brand founder and designer, James Holder, to develop a new in-house brand. Superdry became its own. From dressing the British student population to global expansion, Superdry launched its first flagship store on London’s Regent Street in 2011, followed by another flagship in Munich in 2014 – quickly growing to sell to 157 countries by 2018.

Resetting the brand’s values of design and quality became the core focus of Julian Dunkerton when he returned to Superdry in 2019. Since launching the ‘Grow Future Thinking’ initiative in 2020, Superdry proudly promotes and encourages sustainable values and activities across the brand.

Superdry’s latest mission is to inspire and engage style-obsessed consumers, whilst leaving behind a positive environmental legacy. This is where Modrec International steps into play in 2022.

As one of the oldest specialist luggage, bags and leather accessories companies in the UK and Europe, Modrec International are excited to work with Superdry by developing its latest luggage range.

Combining 50 years of Modrec International experience with Superdry’s fresh and modern outlook, Modrec will continue to build on its long heritage whilst bringing these innovative new solutions to the market.


The Superdry range consists of: