!['We're in a bumpy part of the ride' – Superdry founder on fashion's ups and downs | Superdry | The Guardian 'We're in a bumpy part of the ride' – Superdry founder on fashion's ups and downs | Superdry | The Guardian](https://i.guim.co.uk/img/media/c0d2e350a3d73287024cee14714127719f1acb9d/0_353_5366_3220/master/5366.jpg?width=1200&quality=85&auto=format&fit=max&s=cfcae6afc717086fd28adf2db3633d93)
'We're in a bumpy part of the ride' – Superdry founder on fashion's ups and downs | Superdry | The Guardian
![A fashion store (SUPERDRY) is preparing to reopen after loosening the corona measures. The roller shutter in the shop is half open. Empty aisles and escalators-closed stores, shops, shops. Closed shopping mall A fashion store (SUPERDRY) is preparing to reopen after loosening the corona measures. The roller shutter in the shop is half open. Empty aisles and escalators-closed stores, shops, shops. Closed shopping mall](https://c8.alamy.com/comp/2BKN3BA/a-fashion-store-superdry-is-preparing-to-reopen-after-loosening-the-corona-measures-the-roller-shutter-in-the-shop-is-half-open-empty-aisles-and-escalators-closed-stores-shops-shops-closed-shopping-mall-due-to-corona-pandemic-shopping-center-riem-arcaden-on-may-4th-2020-@sven-simon-photo-agency-gmbh-co-press-photo-kg-prinzess-luise-str-41-45479-m-uelheimr-uhr-tel-02089413250-fax-02089413260-gls-bank-blz-430-609-67-kto-4030-025-100-iban-de75-4306-0967-4030-0251-00-bic-genodem1gls-wwwsvensimonnet-usage-worldwide-2BKN3BA.jpg)
A fashion store (SUPERDRY) is preparing to reopen after loosening the corona measures. The roller shutter in the shop is half open. Empty aisles and escalators-closed stores, shops, shops. Closed shopping mall
![University teams up with Superdry for sustainable fashion project - School of Fashion and Textiles | Birmingham City University University teams up with Superdry for sustainable fashion project - School of Fashion and Textiles | Birmingham City University](https://bcu.imgix.net/admfashionworkshop-web-132471489763501556.jpg?auto=format&fm=jpg)
University teams up with Superdry for sustainable fashion project - School of Fashion and Textiles | Birmingham City University
![Superdry's Autumn/Winter 2020 Original & Vintage Collection Is Leading The New-Season Style Reset | British Vogue Superdry's Autumn/Winter 2020 Original & Vintage Collection Is Leading The New-Season Style Reset | British Vogue](https://media.vogue.co.uk/photos/5f6dc0d29590f66bc1d70f52/2:3/w_2560%2Cc_limit/TINGS_SUPERDRY_0012-2%2520copy.jpg)
Superdry's Autumn/Winter 2020 Original & Vintage Collection Is Leading The New-Season Style Reset | British Vogue
![Superdry Offers Style and Functionality in their AW17 Collection – PAUSE Online | Men's Fashion, Street Style, Fashion News & Streetwear Superdry Offers Style and Functionality in their AW17 Collection – PAUSE Online | Men's Fashion, Street Style, Fashion News & Streetwear](https://pauseonline.s3.eu-west-2.amazonaws.com/wp-content/uploads/2017/10/SuperdyAW17-2.jpg)
Superdry Offers Style and Functionality in their AW17 Collection – PAUSE Online | Men's Fashion, Street Style, Fashion News & Streetwear
![Superdry, Born Bred Talent and hip-hop duo eleven7four launch world-first TikTok campaign – Campaign Brief Superdry, Born Bred Talent and hip-hop duo eleven7four launch world-first TikTok campaign – Campaign Brief](https://asset-cdn.campaignbrief.com/wp-content/uploads/2020/05/07101127/SUPERDRY_AW20_0108.jpg)
Superdry, Born Bred Talent and hip-hop duo eleven7four launch world-first TikTok campaign – Campaign Brief
![Superdry on X: "Rework streetstyle for 2020 with our High Shine bomber jacket. 📷@bhpdao https://t.co/V8lC4Fj8yl https://t.co/f6vtUKuSm5" / X Superdry on X: "Rework streetstyle for 2020 with our High Shine bomber jacket. 📷@bhpdao https://t.co/V8lC4Fj8yl https://t.co/f6vtUKuSm5" / X](https://pbs.twimg.com/media/ER25wU1XsAItZQB.jpg)
Superdry on X: "Rework streetstyle for 2020 with our High Shine bomber jacket. 📷@bhpdao https://t.co/V8lC4Fj8yl https://t.co/f6vtUKuSm5" / X
![Bordeaux Aquitaine France 2020 Superdry Logo Orange Sign Text Store – Stock Editorial Photo © OceanProd #433601938 Bordeaux Aquitaine France 2020 Superdry Logo Orange Sign Text Store – Stock Editorial Photo © OceanProd #433601938](https://st2.depositphotos.com/3977247/43360/i/1600/depositphotos_433601938-stock-photo-bordeaux-aquitaine-france-2020-superdry.jpg)