Bench defined an era. Now the brand is setting a new tone. Bench was founded in 1989 and was characterized by the attitude of the late 90s. Now the brand returns with the details that made it iconic. Thumbholes, layered silhouettes and functional basics have been reworked with cleaner cuts and sharper proportions. References from the archive stand next to new essentials. These are designed to be worn again and again. This is not a throwback, but rather a refinement.
The British company Superdry is known worldwide for combining British heritage with modern design. Now Superdry is collaborating with Bench to reintroduce a shared cultural imprint, updated for 2026 with new purpose and clarity.
The launch campaign captures the analogue zeitgeist of the late 90s and early 2000s. Flash photography, authentic styling and unfiltered moments are reinterpreted for today. Confident. Unadulterated. Real.
The launch event on Oxford Street celebrates the partnership with an immersive in-store experience showcasing the entire collection. Haptic and nostalgic activations bring the entire bench range into the room. These are designed to be seamlessly transferred to social platforms without appearing staged.
This collaboration signals Superdry & Co’s continued evolution into a destination for a new generation of shoppers. It builds on the curated vintage offering and shop-in-shop concepts. And now the return of Bench.
Julian Dunkerton, chief executive officer (CEO) and founder of Superdry, said: “This was the biggest cult clothing brand in the 90s. I couldn’t be happier about its rebirth.”
Bench x Superdry & Co launches on March 26, 2026 at Superdry & Co on Oxford Street, online and through exclusive partners.
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