Wow, wow and treble wow! Superdry co-founder, brand and design director James Holder really knows how to throw a party. Not only did he choose the coolest and newest London venue ever, the Ewer Street Arches - that in common parlance for all of us South London babes is known as the Union Street Car Park.

And he just happened to have Mark Ronson and Bip Ling hitting the decks, and cool dude Maxwell Frazer from Faithless, who I managed to sneak a hug from, lounging with his entourage...


Of course there were plenty of tees and pieces that work for the beach, gym, skate and home, but then came Superdry's new departure: JEANS. Of course Superdry is not new to trousers, but SS15 has them in every style, cut and finish. Add to this their new Supremacy range - an in-house designed men’s tailored jacket with a dinner style cut for under £100 and you instantly understand what all the fuss is about. It's just going to be huge!


A momentous start to the next few days of London Collection: Men!