Superdry CEO Julian Dunkerton on why his Bench revival is more than nostalgia
Culture Index
Score Breakdown
Relevance
18/25
Freshness
25/25
Authority
18/20
Brand Signal
6/15
Depth
4/15
5-Axis Cultural Radar
Julian Dunkerton has brought back one of British fashion’s most recognisable names, but he insists this is not a throwback for throwback’s sake. At Superdry’s Oxford Street flagship, the return of Bench is being framed as both a commercial opportunity and a cultural one. The early-2000s favourite, now relaunched under the Superdry & Co umbrella,...
