Superdry has just launched a new campaign and it’s called My Way. This did throw me back to year 1969 (even if I wasn’t born) and to Sinatra’s iconic song ‘My Way’.
This made me revisit the lyrics of this old time classic. Just go to Verse 5:
For what is a man (…)
To say the things he truly feels, and not the words of one who kneels (…)
And did it my way
Meaning that of you are not living your own life, but rather the one you are told to live, then you are not living at all.
Superdry you’ve nailed it: you have to stay true to yourself. That is the only way you can truly be free. They have worked with an amazing collective of seventeen individuals brought together to express their own unique style. Follow their stories below.
In Superdry’s own words: “Whoever, wherever, whenever, however – style is never set in stone. Mixing style has been in our DNA since day one., whoever you are, wear it your way”.
Some of their stories below:
MODEL / URBAN FARMER / LA / 2019
Adam is 33 years-old and currently lives in LA. Adam is a model first and an entrepreneur second. He has some pretty serious tattoos with his first piece being a hannya mask on his chest.
MODEL / YOGI / LA / 2019
Leo doesn’t follow any one style – he includes different cultures into his style through accessories. A very spiritual person, Leo doesn’t confine himself into a box – he’s a martial artist, yogi, dancer, model – the list goes on.
PRESLEY GERBER (left)
MODEL / SURFER / NY / LA / 2019
Presley is based in L.A. and is the son of international supermodel Cindy Crawford. Presley says that for him, family is everything and that his sister Kaia is the person he looks up to most. He’s the classic American heartthrob who loves extreme sports and adventure.
JAZZIE (center)
MODEL / BARCELONA / LDN / 2019
Jazzie was born in Barcelona but currently living in London. He lives, breathes and sleeps football. He has an incredibly calming presence and a wicked street style.
CHRIS EUBANK JR (right)
SUPER MIDDLEWEIGHT BOXER / LONDON / 2019
Son of Chris Eubank Senior, Chris is a professional British boxer and 2x IBO Super middleweight world champion. He takes after his dad not only in his boxing style, but also in his fashion style. His dad’s style famously reinvented fashion for the sportsman.
MODEL / BOXER / LONDON / 2019
A proper London lad, Sid’s loves are old school motorcycles and boxing. You can find him in and outside the city on his CB 750 or preparing for his first boxing fight. On set, Sid was stoked to meet super middleweight champion Chris Eubank Jr.