Fashion brand Superdry has relaunched its Cult sub-brand with a dedicated ecommerce website and rebrands at its Oxford Street and White City stores.
Superdry described the relaunch of Cult as “our fresh, trend-driven, sub-brand designed for the next generation”, adding that the edit “champions effortless style, featuring premium cotton collegiate looks, relaxed-fit denim, statement knitwear and must-have accessories”.