Introducing the Superdry SS23 campaign - A journey toward a brighter future.

Our latest campaign seeks to ignite inspiration across Mzansi, reinforcing a crucial brand message: One that inspires us to forge a brighter future through the power of conscious choice.

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The campaign kicks off with a local brand video, a true reflection of the Superdry brand ethos of Better Choices for a Better Future and celebrates the brands passion for craftsmanship, culture, music, sustainability, and the spirit of adventure.

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The campaign draws its motivation from the brand's steadfast dedication to become the most sustainable fashion brand by 2030!

It's a message of unwavering dedication to one's passion, an encouragement to be relentless in the pursuit of your dreams. A gentle reminder that any dream is attainable through the power of conscious choice.

The question remains: What will you choose?

Better Choices, Better Future.


What makes this Superdry campaign even more special is that it features local brand ambassador, rugby sensation and South African World Cup winner, Cheslin Kolbe. Much like Superdry, Cheslin Kolbe recognized the power of choices and its ability to forge a brighter future, which now has an impact that resonates beyond just himself. Among all his choices, one stands out – his steadfast allegiance to Superdry as his cherished fashion brand.

The Cheslin Kolbe series launches as the second phase of the “Better Choices, Better Future, Choose Superdry” campaign and speaks to Kolbe’s core values and choices: His family, community and career.

Click the link below to discover more about the Cheslin Kolbe series: