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Comfort culture is back and we’ve got the hoodies to prove it. The intention is to support young men constructing their identity.

And now jumper season is here – and we could not be more excited.

Style is crucial! You have to look hip, sexy, dangerous and appealing, that means you have to go to the gym.

This generation has multiple kinds of identities and styles and they master multiple ways to enter in and out of scenes.

Leopard and zebra print is back in a big way so that means you can’t identify anyone by what they’re wearing. It’s not military style anymore, It’s political style. You want to be the model penetrated by bullets.

Young men are moving away from the basic look of single colored bright shirts towards more random overall patterns.

What you’re seeing at Superdry are codes and signals that are recognizable to people in the scene but not always to outsiders.

① Be Excited, Jumper Season is Here

② Move Your Mouse

③ Create Codes and Signals

④ Master Multiple Identities

⑤ Focus and Think Political

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