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Superdry Canary Wharf Store Opening Party

LONDON, ENGLAND – AUGUST 21: A general view at the Superdry store opening party in Canary Wharf on August 21, 2015 in London, England. (Photo by Ian Gavan/Getty Images for Superdry)

Amongst 50 shades of Grey suits hustling through Canary Wharf and where the most daring eccentricities might be a dash of red socks or a flashy tie, a new kid in the block is ready to shake things up. On the 21st of August, a brand new Superdry store opened in Jubilee Place shopping mall, bringing fearless edge to the well-ordered financial district.

With 515 branded locations spread across 46 countries, it was only a matter of time for such an urban and contemporary brand as Superdry to establish its new store amongst the skyscrapers of London. With the new Crossrail station and the Jubilee shopping mall, Canary Wharf is drawing more and more people in search of a shopping experience offering a wide variety in prices and styles, many dining options from cheeky Nando’s to fine-dining Roka and above all avoiding the crowds of nearby Westfield in Stratford.

Superdry Canary Wharf Store Opening Party

LONDON, ENGLAND – AUGUST 21: A general view at the Superdry store opening party in Canary Wharf on August 21, 2015 in London, England. (Photo by Ian Gavan/Getty Images for Superdry)

Like the Superdry flagship located in Regent Street, the new store in Canary Wharf features men, women and accessories collections, as well as the specially designed collection for the World’s Legend Rugby sports event. True to the brand’s urban DNA, concrete, glass and steel are the key materials used for store’s decor, with an impressive chandelier made out of Mason Jars dominating the space.

Behind its Japanese inspired designs and Vintage Americana cuts, it is interesting to remember that Superdry is a true British brand born in 2003 in Cheltenham. You can indeed notice it in the importance given to the quality of the fabric, the attention to unique detailing and the precision of the hand-drawn graphics.

Superdry Canary Wharf Store Opening Party

LONDON, ENGLAND – AUGUST 21: Karen Brodie, Beth Allcock and Melissa Tennant from the Wharf paper attend the Superdry store opening party in Canary Wharf on August 21, 2015 in London, England. (Photo by Ian Gavan/Getty Images for Superdry) *** Local Caption *** Karen Brodie;Beth Allcock;Melissa Tennant

With sometimes heavily logoed items, hoods and polo cuts not so much in fashion these days, some were predicting difficult times for Superdry just as for Abercrombie and Fitch. However, by focusing more strongly on its accessory line, lighter-touched branding and fashionable garments such as kimonos, Superdry seems to have found a way to give a new breath to its collection.

Though let us all be reassured, we will still find Superdry’s first original success, the “Osaka 6” t-shirt, here in Canary Wharf.

See all of the photos from the opening party in our insider gallery.