I have noticed recently a growing and disturbing phenomenon, well not really disturbing, however it is certainly a phenomenon of sorts. The overabundance of Superdry clothing on Men aged from their late teens right up to their thirties.
This UK based brand which is no more than 8 years old (formed 2003) gained real noteriety after David Beckham was seen wearing the Brad leather jacket (seen above) and following a nationwide expansion now seems to be seen EVERYWHERE.
Now I know there are a tremendous amount of Males for whom dressing involves choosing which t-shirt to pair with which jeans and trainers, and for these people I assume a psuedo Japonese brand with lofty pretensions and none of the homo erotic connotations of Abercrombie is somewhat of a godsend, but seriously, come on people, have you no originality whatsoever?
What I personally find difficult to understand is, the demographic this is aimed at, ie people who don't really care how bad they look as long as their naked bodies are covered, would in my opinion perhaps be more inclined towards something a little reasonably priced, like c&a for example, as both the pricing and quality of superdry is not at all in keeping with the supposed target market, with the 'famous' brad jacket for example costing £174.99, not cheap considering it is complete crap, and I say this from first hand experience having visited their store and felt the 'quality' of their leathers.
However the ceaseless procession of this strange pseudo brand marches on, On the train the other day (which motivated me to write this post) I had one person sitting in front of me wearing a superdry jacket, superdry jeans and a superdry bag, one person sitting on my left wearing a superdry 'brad' jacket, and one person on my right with a superdry jacket and jeans??
Although my ramblings will make no difference to the people who buy these items, I would like to see Brands like this bought to task, Brands which falsely claim a connection to a perceptibly fashionable concept (Japan in this case), and that produce poor quality goods at high prices, and are then consumed by the general public at exponential rates.