Superdry has today launched Superdry Kids, a new premium kidswear brand, in partnership with online retailer Next.
The range is available to shop now on next.co.uk and will also be available in selected Next stores from November 2024.
As part of the rollout, fresh arrivals will drop each week in the run up to Christmas.
The new collection takes inspiration from Superdry's vast archive of prints and graphics; the 95-piece collection features outerwear, T-shirts, sweatshirts, polos, dresses and more, for girls and boys aged from two to 10 years.
The vision for the collection comes from collection strategy manager Laura Hannam and designer Lauren Warfield.
Commenting on the October 2024 launch on LinkedIn, Superdry CEO and founder, Julian Dunkerton, said a lot of hard work has gone into the making of Superdry Kids.
He said: 'Inspired by Superdry's iconic archive, we've poured the same obsession with detail and authenticity into every piece to deliver a range that stays true to our Superdry DNA.
'Pieces in the range are made from the high-quality fabrics and finishes you would expect from a Superdry garment, and I'm particularly proud the collection has been made predominantly using organic cotton or recycled yarn.'
CEO of Next, Simon Wolfson, said: 'We are pleased to be collaborating with Superdry on a new range of children's clothes, which Next will be manufacturing and retailing. This builds on the long-standing relationship we already have with the brand.'
