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Superdry, the iconic UK brand known for its individuality and free-thinking ethos, has introduced a new fragrance line. This summer, the brand debuts a pair of scents under the campaign tagline “Time to Get Real,” encouraging everyone to live life to the fullest.
The new Superdry fragrances embody adventure and authenticity. Crafted by Master Perfumers Nathalie Lorson and Alexandra Monet, under the creative direction of Superdry CEO Julian Dunkerton, the collection offers two distinct interpretations of a single unisex fragrance. One is an earthy, musky scent with soft aromatic notes, tailored for a masculine vibe, while the other is a feminine blend of mineral woodiness softened by tender florals.
The masculine fragrance features top notes of Italian bergamot, lemon essence, and hinoki wood. The feminine counterpart highlights pear, white peony, and magnolia.
The fragrance bottle is a unique triangular design that fuses Superdry’s cultural influences—Americana vintage, British heritage, and Japanese inspiration. Each side of the bottle is engraved with special details, including the new fragrance logo, Japanese Kanji characters for “Spirit of Adventure,” and the Union Jack with the number 01.
In line with Superdry’s commitment to sustainability, the bottle is crafted from partially recycled glass, with a frosted finish for an aged effect, and is refillable. The cap, made from wood, is embossed with the fragrance name and number, while the external packaging uses recyclable materials with a raw, crafted finish.
The new Superdry fragrances are available at The Fragrance Shop, priced at £25 for 30ml, £35 for 50ml, and £45 for 100ml Eau de Toilette.
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