The debut of the Superdry + Timothy Everest Spring/Summer 2013 creates relevance out of traditional tailoring. The clothing brand Superdry tries to bring relevance to British tailoring, for the company is known for fusing Japanese graphics, vintage Americana and fitting. For their Sebiro Collection, Superdry collaborated with British tailor Timothy Everest.
The partnership is described on Superdry's website as a way to "harness British innovation and creativity pushing the boundaries of their chosen disciplines while crafting future design classics."
In this capsule collection, the line is made up from four characters: The Super Spy, The Bank Robber, The San Franciscan and The Country Rebel. No longer is tailoring about wearing three-piece suits, instead it is all about finding classic pieces that are styled beautifully together.
What Makes This Trend Stand Out
- Tailoring Reinvention
- Traditional tailoring is being reimagined and modernized through collaborations with fashion brands, creating opportunities for disruptive innovation in the fashion industry.
- Capsule Collections
- The rise of capsule collections that feature a limited amount of pieces with a specific theme or story presents opportunities for collaboration and experimentation in the fashion industry.
- British Design Collaborations
- Collaborations between British fashion designers and different industries can bring together creativity and innovation to push the boundaries of design and style.
Sectors Adopting This
- Fashion
- The fashion industry can benefit from collaborating with traditional tailors to modernize and disrupt the way that traditional apparel is designed and marketed to consumers.
- Retail
- The retail industry can leverage the popularity of capsule collections to drive sales and increase engagement with customers, creating new opportunities for collaboration and innovation.
- Luxury Goods
- Luxury brands can collaborate with traditional tailors to create exclusive product lines that cater to specific customer niches, creating unique disruptive opportunities in the luxury goods market.
