‘We’re in a bumpy part of the ride’ – Superdry founder on fashion’s ups and downs

Clothes on display in the window of the Superdry’s Cheltenham store. The brand initially found a niche, but is now seen as ‘dad wear’. Photograph: Bloomberg/Getty Images

In the fashion business there are “ups and downs”, says Superdry founder Julian Dunkerton with some understatement. “It’s part of the journey, it doesn’t frighten me.”

The ups include a large chunk of the 2010s when Superdry was the hottest fashion label on the high street and enjoyed the patronage of celebrities including David Beckham, who fuelled its rise by wearing one of its Osaka 6 T-shirts on the cover of his calendar. At the height of its powers, in early 2018, the company was worth £1.7bn.