A summer of new music is coming with SuperdrySounds

Some stuff you may know about Superdry: it first launched in 1985 under the name Cult Clothing Co; its iconic logo uses both English and Japanese; it operates in more than 100 countries. One thing you probably won’t know is that Superdry has just started championing new music, and over the summer of 2018, it’s going to be bringing emerging artists from across the globe to festival stages and intimate venues near you.

This is SuperdrySounds, a new initiative based around immersive music experiences, and for the next few months, a group of seven eclectic artists is going to be representing it all over the place. Among them are the Antigua-based electropop firecracker Au/Ra, London guitar god Santino Le Saint and Brixton rapper Aaron Unknown – who first made waves with a show-stopping SBTV Warm Up Session. Elsewhere on the bill are Chinese artist Timmy Xu, UK-based DJ Ami Carmine, singer-songwriter Lexie Liu, and international DJ Sam Blacky.

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Throughout the summer they’ll be making headline appearances on Superdry’s festival stages at events including south London’s Field Day and Berlin’s MELT!, as well as playing intimate gigs all over the globe. You’ll also probably see them sporting Superdry for both in the brand’s spring/summer 2018 campaign as well as in their own music videos.

To kickstart the campaign, Superdry cleared out the second floor of its central London store on Regent Street in mid-April for a shit-hot launch event showcasing all of the SuperdrySounds talent. Each artist delivered short sets to show off their skills – a rapturous reception awaited Timmy Xu, in particular – and the evening was capped off by a sublime acoustic mini-set by Au/Ra, who ended with an expertly stripped back version of her thudding anxiety-banger ‘Panic Room’.

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In the middle, though, something even more special happened. Since becoming part of the campaign, south-London artists Aaron Unknown and Santino Le Saint have struck up a friendship and started worked on material together – so rapidly, in fact, that they’ve already released a single together, ‘How Do You Feel?’. They play it on the night, and it’s an organic, special moment: on one side is Santino with haunting vocals and fretboard skills; on the other is Aaron, as always spitting unstoppable bars. They tell NME they’ve got more up their sleeve, and that Superdry is helping them make it happen. SuperdrySounds has only just got started.

Au/Ra wears Superdry Riot Biker Jacket (£79.99)
and Superdry Santa Monica Hooded Sweat (£54.99)