From a summer launch at London Collections Men with an army of models, to its Regent Street store debut this week and Rankin shot campaign, the Idris Elba + Superdry collection is a serious fashion double-take for the modern man.
The Hackney born Idris Elba is best known for his leading roles in Mandela and more recently, as an African warlord in the powerful and sobering Beasts of No Nation, a brutal drama based on the experiences of a child soldier fighting in the civil war of an unnamed African country.
Elba is nothing if not eclectic in his creative output. Alongside his long, long list of acting credits, he has been a DJ in London since he was 19 under the moniker DJ Big Driis, recording his own EPs and producing and appearing in music videos with Mumford and Sons, Jay-Z and Angie Stone amongst his musical collaborators.
Cast your eye over images of the Bond touted British actor, and it’s a no brainer that he’d be a coveted collaborator for menswear brands. And the variety of his biography would suggest that given the right brand, Elba would be equally attracted to the task.
Superdry of course, is another British phenomena. Co-founders James Holder and Julian Dunkerton’s contemporary brand has up to now fused Americana with Japanese inspired graphics and tailored fits. Superdry has always had a youthful feel, with premium aspirations: take the authentic washes and quality fabrics for example. All that has wrapped up into a massive hit with the style obsessed. And the Idris Elba range is a development designed to appeal to its growing up audience.
The Idris Elba + Superdry collaboration is the brand’s biggest collection to date with 250 pieces centered on Elba’s big hitting street credentials and urban-sophisticated style. Elba said, “If I had the opportunity to have any influence in fashion, this is it. I’m no fashion guru but I think I know how to dress and what a man wants to look like.”
The just about sums it up. British, grounded and cool – Elba’s signature urban style resonates throughout this collection. Deluxe down-filled outerwear, 100% butter-soft leathers, the finest cashmere knits, and redefined vintage denim meld together to create this premium, quintessentially British winter wardrobe.
The Idris Elba + Superdry collection is available now in selected stores and online.