Fans of affordable British retailer Superdry USA, including Jessica Szohr and Whitney Port, were happy to escape Wednesday night’s heat to celebrate the brand’s newest digs at South Street Seaport. The party marks Superdry’s second NYC address—the first shop hit NoHo in 2009. “This new location is fantastic with international and domestic consumers,” explained Superdry President Michael Martens. “We have 140 stores worldwide so when a European consumer comes here they immediately recognize this store and come in and shop,” he said.
The company is also reaching out to the Gossip Girl obsessed demographic, which is why Szohr was busy dressing vintage mannequins with her fav Superdry looks during the soiree. While most guests jammed out to tunes from DJ Chrissie Miller and sipped Svedka cocktails with clementine vodka and orange juice, Szohr—who donned a navy Superdry maxi dress ($60)—carefully curated outfits which are now on display at the new locale on 199 Water Street.
Port, on the other hand, was happy to take a break from working on Whitney Eve to enjoy herself. “I need to have my spring collection done in a couple weeks,” said the reality starlit, who plans on launching a lower-priced collection this fall. “We’re working on a lower end—not cheap—but a more affordable side to my line,” Port explained. “It’s going through some phases right now, we’re not sure what we’ll call it yet but I’ll launch it during fashion week,” she revealed. But Wednesday night Port was happy to take a break to do a little shopping. “The plaids here are so cute, they have an urban, street feel that I really like,” she said, referring to the brand’s $90 button-downs.
“The line was originally menswear but we’re really growing our womenswear which is what we’re really excited about,” Martens explained. In fact, this season, the women’s collection has everything from rugged leather boots starting at $190 to a “Vintage Thrift” line with maxi dresses (starting at $60), quilted cami’s ($70), and lightweight blouses ($90). As for the menswear—popular among stars including David Beckham and Bradley Cooper—you’ll find reasonably priced t-shirts with signature Japanese graphics ($40 and up), lumberjack plaids ($90 and up), and leather biker jackets starting at $350. The new 4,000 square foot store design also channels the brand’s vintage American feel, with an oversized chandelier made from jam jars, a triple patchwork nesting table made from reclaimed wood and Superdry signage elevated on steel goal posts. Future plans for the affordable retailer include a store opening at the Mall of America in two weeks, and possible locations in Santa Monica and Miami.