Superdry has announced a new music focus, SuperdrySounds: a 360°, fully integrated campaign that place music at the heart of the British fashion brand.
Established and up and coming music artists will appear in Superdry’s SS18 season campaign, deliver intimate gigs across the globe, champion Superdry in their music videos and lead emerging artist stages at festivals such as Field Day in the UK and Melt! In Germany.
SuperdrySounds will also be activated through various other festival partnerships globally, and have a presence in countries including Australia, at Byron Bay’s Splendour in the Grass.
Hero artists who have been selected to headline this programme include Aaron Unknown, the UK grime star who has worked with Stormzy, Au/Ra, the US Indie singer who is Vevo’s one-to-watch for 2018, Santino Le Saint, a multi-talented singer song writer from London, Ami Carmine, a UK-based international DJ, Lexie Liu, the up and coming US singer, rapper and dancer, Timmy Xu, the Chinese actor and singer, and Sam Blacky, the US DJ and rapper.
The SuperdrySounds programme will include events in major cities to kickstart a whole succession of activity that will continue to evolve and develop as an extension of the brand’s very much cemented roots in the fashion industry.