The fashion boom has led people to a general awareness towards their outfits. It is positive in all respects as it makes one more concerned towards the appearances. Any cloth defines the personality of the person who wears it. In order to get that well groomed look, we tend to bend towards the big names. The big names of the fashion industry have carved a niche for themselves and enjoy a mass following. This following is not just because of good designs or styles. After some years this inclination towards designer labels becomes a weakness and insecurity. People go for these clothes because they want that label to lead them. This proves fatal for most of people Japanese grade tshirts. If the clothes do not suit you, the big names on the labels will just make a mockery of you. This problem has an alternative in streetwear. Streetwear are the clothes made for general public. They are much cheaper than those designer clothes and present a lot of variety.
The whole streetwear industry went berserk a couple of decades ago due to lack of innovation. This had many reasons. There was lack of funds for these small industries and the sudden splurge of big industries led to massive setback for the smaller ones to remain in the market. The whole industry started crumbling. There were just repetitions of designs and style. The general public had to suffer because of it. They could not afford those designer labels and there was lack of alternative for them in terms of streetwear. The scene was well captured by a few courageous people. The result was the formation of Superdry. It changed the whole streetwear industry. It had to use the backdoor of the market for its establishment but once it came, after a few hassles it became a hit. The onus goes to some of the celebrities which drew an impact on the mass by sporting the brand.
The success of the brand was not in just capturing the market. They successfully gained the trust and respect of the people. The reason was their innovative approach towards the design and materials of the cloth.