British lifestyle brand Bench is deeply rooted in Manchester’s music, skateboarding and BMX subcultures. It is now being revived for a new generation by Julian Dunkerton, Chief Executive Officer (CEO) of Superdry&Co. He was helped by his daughter Kitty, who acted as a ‘reality check’ for the new collection.
“I was the biggest retailer for Bench in the ’90s and I couldn’t be happier about the relaunch,” Dunkerton told FashionUnited at the brand’s official launch preview in London. “The new collection has a touch of nostalgia while being relevant to today’s generation. This is not a throwback, but a refinement. There are pieces inspired by the brand’s archive as well as new, modern touches.”
The first drop included an extensive range of 150 pieces for men and women. It taps into Y2K nostalgia and offers young British consumers functional, affordable basics. These are characterized by the attitude of the late 90s and the details that made the brand iconic. These include the brand’s signature thumbholes, layered silhouettes and high funnel collars. Designs have been revamped with cleaner cuts and sharper proportions.
“I’m curating a journey with Superdry & Co where everything has its place and Bench is part of that big push,” added Dunkerton. “Bench caters to the youth-focused space we are creating. The brand targets 16-24 year olds with affordable, cool styles and a 90s grunge aesthetic. This complements, rather than competes with, Superdry’s main preppy range.”
The key highlights of the collection include technical outerwear items. This includes the ripstop jacket with a double zip and funnel collar that fits closer to the body for a tailored look. The Windcheater jacket with faux fur hood and embroidered Bench logo on the neckband is also included. Likewise, the loose-fitting zip-up shell hoodie is available in five color options, including a light, muted check.
Other looks include Bench’s signature double-zip hoodies and logo and contrast stripe sweatshirts. There are also casual basics such as boxy T-shirts and high-necked track jackets. New styles such as the low-slung tiered skirt are also part of the collection. This became one of the brand’s most sought-after items on launch day.
Sarah Fisher, senior special projects designer at Superdry & Co, worked closely with Dunkerton on the Bench collection. She said: “It was crucial that we stayed true to the original Bench archive collection but also found the right mix for today.”
“It’s also the first time we’re launching on the TikTok Shop. This is the ideal collection for this platform and it’s so fun to see it all come together.”
The revival of Bench also signals Superdry&Co’s continued evolution into a destination for a new generation of shoppers. The new collection will launch at the brand’s London flagship store on Oxford Street, with its own 2,500 sq ft shop-in-shop space on the first floor. It sits alongside the store’s curated vintage offering and Superdry’s main line. Dunkerton adds that there are also plans to create a marketplace in the basement of the flagship store. The aim is to showcase up-and-coming young brands in order to improve the shopping experience and give young people more reasons to engage with the brand.
The collection is also available online at Superdry.com and via the retailer’s new TikTok shop. Superdry is testing this channel with Bench men’s and women’s clothing. This is part of the ongoing strategy to connect more closely with a younger Gen Z audience.
Dunkerton added: “I understand the teen market. They want shopping experiences and great, accessible products. Now we’re meeting them where they’re already very active: on TikTok. This is our first step into social commerce and a great way to appeal to the younger generation we’re focused on.”
Superdry plans to introduce dedicated bench shop-in-shop concepts across its larger retail locations including Manchester, Glasgow and Lincoln. There are also plans for a launch in Germany. The brand is currently negotiating to open a new store in Berlin.
“The three countries where Bench was huge were the UK, Germany and Canada. While we may not serve Canada, we are focused on Europe and will have a massive focus on Germany over the next twelve months,” Dunkerton added. “The plan is to make Bench an independent company with a turnover of 30 to 50 million British pounds.”
Commenting on the relaunch, Peter Wood, CEO of Apparel Brands, which acquired the intellectual property rights to Bench in 2020, said: “The Bench x Superdry & Co collaboration reflects our commitment to building meaningful brand partnerships that resonate globally. This collection marks an exciting step into a more dynamic, youth-driven space.”
“It’s about energy, attitude and creating something that truly speaks to the next generation. Together, Apparel Brands and Superdry & Co offer a product that combines style, quality and broad consumer appeal.”
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