Belfast Telegraph

Idris Elba designs for Superdry

Idris Elba's collaboration with Superdry hopes to build upon the "iconic heritage" of the brand.

The British star is best known for his acting skills, wowing as Nelson Mandela in Mandela: Long Walk to Freedom and DCI John Luther in hit TV series Luther. He's also a renowned DJ and often plays at clubs around the globe.

Now he's adding another string to his bow by creating a "premium" line of pieces for the famous label, which comes under the SuperGroup umbrella, alongside Superdry co-founder and design director James Holder.

Clothing will hit stores in time for Autumnl/Winter 15 and it's hoped the teaming up with Idris will boost the brand's reputation.

"This new collaboration is part of our strategy to create a global lifestyle brand, building on the iconic heritage of Superdry to broaden and strengthen customer appeal," SuperGroup explained in a statement.

Euan Sutherland, the new chief executive of SuperGroup, explained that the company is looking to become even bigger. He believes Superdry is an accurate representation of "British innovation" by selling luxury products at an affordable price.

"Superdry is an iconic brand with a strong heritage and we will continue to broaden and strengthen its appeal to customers across countries and age groups," Euan added.

Idris' laidback style will make a perfect fit for the brand as he often rocks hoodies with jeans and a T-shirt while away from the camera.

But when it comes to a wardrobe must-have for men, Idris opts for a more formal choice.

"A good tie. Preferably a great tie," he grinned to the British edition of Esquire earlier this year.

© Cover Media

Popular

From Belfast Telegraph