Preppy is back—and this time, it means business. Few brands are riding this wave with more conviction than Superdry, which has just unveiled a dramatic transformation: Superdry & Co. After years in the wilderness of freshman dorms and dusty yearbook pages, preppy fashion like the rugby shirt has returned with quiet confidence. But this isn’t your father’s country club aesthetic. Today’s preppy renaissance speaks to something deeper: a generation seeking substance over hype, quality over quick trends, and clothing that works as hard as they do.
The resurgence makes perfect sense when you consider how both men and women dress now—balancing formality and ease through pared-back basics that feel current without chasing any one specific trend. It’s the antithesis of logomania, which often causes fashion fatigue.
Superdry & Co Is A Brand Reborn
The rebrand represents more than a fresh coat of paint. In fact, it’s a complete reimagining of what Superdry is, focusing on it’s image as a premium yet inclusive lifestyle house. Gone is the heavy Japanese influence that once defined the brand’s identity. In its place is refined British preppy codes executed with modern precision.
“Brands with a heritage like ours need to evolve and appeal to consumers in a new way,” says founder Julian Dunkerton. “Superdry & Co allows us to reinvent classic preppy clothing and show that Superdry is far more than many people think. It feels new and yet gives a sense of security.”
That tension, between novelty and nostalgia, is precisely what’s driving preppy’s comeback across the industry. The Superdry & Co identity celebrates British preppy heritage through a modern lens of refined silhouettes, premium fabrics, and subtle detailing that honor tradition without feeling trapped by it.
How Superdry & Co Went From Crisis To Renaissance
The transformation comes after a fluctuating period. Following its delisting from the London Stock Exchange last April and a restructuring plan that closed 47 UK stores, Superdry has emerged leaner and more focused.
“FY25 has been a transformative year for Superdry,” Dunkerton explains. “We’ve taken the tough but necessary steps to rebuild our business and refocus on design, quality, and sustainability. Superdry&Co embodies that renewed spirit of being creative, disciplined, and connected to its roots.”
The physical manifestation of this new era is the revamped Oxford Street flagship. The interior has shifted from dark to light, and the space now features an impressive vintage section including preloved Ralph Lauren and Carhartt, which is further proof that preppy’s return is tied to values of longevity and authenticity.
Perhaps the most intriguing development is Cult by Superdry, a sub-brand that resurrects Dunkerton’s original 1990s label, Cult Clothing. With oversized fits, collegiate influences, and a spirit of individuality, Cult redefines youth fashion for a new generation. It’s a smart move. The new Superdry & Co framework, anchored by its bold “&Co” mark, creates room for exactly these kinds of extensions and collaborations while maintaining brand coherence.
Superdry & Co’s Expansion Plan Is Filled With Intent
Despite recent contractions, Dunkerton has ambitious growth plans. He’s eyeing 15 new UK locations including Bath, Dundee, Lincoln, and Norwich, plus expansion across Belgium, France, Germany, and the Netherlands. The brand has also secured the UK license for Bench, with a debut collection planned for early 2026.
“We are back on the expansion plan,” he also tells Forbes. “I am also testing concession stands in malls and department stores.”
His approach to international growth is deliberately measured: “I want to be close by to be available to be on the ground, but in areas where we can’t be, like India, we will use big partners who can do well in their territories such as Reliance.”
How Generation Z Fits Into Superdry & Co’s Vision
The timing couldn’t be better. Preppy codes are resonating powerfully with younger consumers, and Superdry is meeting them where they live.
“Preppy fashion is in and we know this through our TikTok channel which has generated 600 million views in 12 months,” Dunkerton notes. “I have really been focusing on the product. I know and understand the age group and it helps that I have a 19-year-old daughter.”
His definition of preppy cuts to the core of why it works now: “My interpretation of preppy fashion means layering, cotton knits, cotton shirts, wool coats, peacoats, and very classic products with timeless silhouettes that anyone can wear but with the use of particular fabrics.” Evidently, Superdry & Co’s clothing is long lasting and consists of layers thtat are timeless. In an era of overconsumption and trend exhaustion, that might be the most radical statement of all.