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Superdry Washes Up at the South Street Seaport

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Superdry just added a second New York City store at the South Street Seaport, where the Japan-obsessed British brand will be able to capitalize on throngs of tourists who recognize it from their native lands. The new location is bigger than Superdry's space on Broadway in Noho, with 140 feet of frontage studded with window displays.

Inside, the aesthetic is moto-industrial: Poured concrete floors, tables made of railroad ties, non-load-bearing steel beams that don't do much to keep the roof from collapsing but do look really cool. Some of the more weathered wood comes from ruined barns in Pennsylvania. A chandelier made of Edison bulbs in enormous jam jars stands just across from the entryway, and clothes hang from racks inspired by '50s-era gas station shelving and painted with Japanese characters.

The mix of Hollister-esque Route 66 nostalgia and Japan obsession carries through to the clothes. The limited-edition Tin Tab tees come emblazoned with retro American logos and little Japanese letters, all drawn by hand by the same artist in England. Each shirt comes with dog tags detailing its specific colorway and look; apparently British teenagers collect them. In general, the line is very youth-friendly, with nearly everything priced under $100 and store-wide discounts of 10% off for anyone with a valid student ID. But the clothes look a little bit older than what you'd find at Abercrombie, and in fact one of the trenches has been photographed several times on Bradley Cooper, who's definitely a grown-up.

Stopping by today? Try to take advantage of the launch deal: A $25 voucher for the first 100 customers.
· Now Open: Superdry, Britain's Hollister, Hits Noho [Racked NY]


199 Water Street, New York NY