Fashion brand Superdry has relaunched its Cult sub-brand with a dedicated ecommerce website and rebrands at its Oxford Street and White City stores.
Superdry described the relaunch of Cult as “our fresh, trend-driven, sub-brand designed for the next generation”, adding that the edit “champions effortless style, featuring premium cotton collegiate looks, relaxed-fit denim, statement knitwear and must-have accessories”.
The retailer added: “With a fully integrated customer journey, focused marketing, and a reimagined digital experience, Cult is set to redefine Superdry’s presence in the fashion landscape.”
The launch went live Monday across all Superdry channels, as well as the brand’s ecommerce site.
The Cult brand has new social media platforms and Superdry is holding an in-store event for the launch on March 13 with 150-plus influencers.
Superdry was founded by Julian Dunkerton as Cult Clothing in 1985 and was the name of the brand’s first store in Cheltenham.
Dunkerton went on to co-found the Superdry name and fascia in 2003 as his team was looking for a new in-house brand. Superdry was then introduced into Cult Clothing stores before being split out as a second, standalone store fascia in 2004.
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