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How Superdry is putting its own spin on athleisure

Australians switched up their streetwear during rolling lockdowns in 2020-21. It became more about dressing for fitness and leisure in the open air than casual socialising in city centres. So it was beautifully serendipitous that Superdry already had its Performance Sport and athleisure projects well under way at the time. “We are doubling down on the core of the brand being our Original and Vintage style choice, whereby we can present the true DNA of Superdry,” Superdry CEO Antony Hamps