Time to get real: SUPERDRY debuts brand-new fragrance line Real Superdry 01

Superdry, established in the UK in 2003, has always been synonymous with individuality and free-thinking. Proudly the brand announces their brand-new fragrance line, a bold and complementary duo of scents designed for the mavericks of today. The tagline of the campaign “TIME TO GET REAL” serves as a rallying cry to live life at its fullest.

Crafted for those who embody curiosity, and confidence, these fragrances celebrate the spirit of adventure and authenticity. Grounded in woody notes with a savoury salty accord, both fragrances evoke a second skin feeling and a fluid, airy freshness. Master Perfumers Nathalie Lorson and Alexandra Monet, under the creative direction of Superdry CEO Julian Dunkerton, created two unique expressions from a single unisex fragrance: an earthy, musky masculine fragrance with soft aromatic notes and a feminine interpretation of mineral woodiness rounded by tender florals. Both fragrances capture the essence of living fully in the elements and staying true to oneself.

The fragrance bottle unites Superdry’s cultural influences – Americana vintage, British heritage, and Japanese inspiration – into a distinct triangular shape. Each side features unique engravings, including the new fragrance logo, Japanese Kanji characters for “Spirit of Adventure,” and the Union Jack with the number 01. The bottle, made from partially recycled glass, is frosted for an aged effect and is refillable, aligning with Superdry’s commitment to sustainability. The cap, crafted from wood, is embossed with the fragrance name and number, and the external packaging uses recyclable materials with a raw, crafted finish.

Superdry is built on style. Superdry has a local presence around the world, operating through 182 Superdry branded stores in 11 countries, with 327 franchise/license stores in 41 countries. The unisex brand holds universal appeal with its call for individualism and free-thinking, to be alive to our times and to make the most of each moment. The introduction of Real Superdry 01 extends this ethos into the realm of fragrance, inviting wearers to chase real connections and cherish unforgettable moments.