Super Superficial sells printed tees, jumpers and sunglasses. It was their interior which caught my
interest – although it’s a small shop, they have used wood in their interior to
create a clean and fresh backdrop to their artistic clothing. It turns out the founder of the brand and
shop is an architect and Super Superficial is inspired by Swedish architecture
and the beautiful Scandinavian-style café Nordic Bakery in Golden Square,
W1. I was made welcome by a very
pleasant shop assistant/illustrator who is one of the three people who run the
business. She filled me in with some
background information –
80% of their printed artwork is from uk artists, who can all be found on their website http://supersuperficial.com. Super Superficial use their website as a creative platform for these artists.
Their artwork is interesting and different - they try not to create anything too ‘branded’ so you won’t find their name simply splashed across the tee-shirt, instead each piece is like wearing an individual piece of art, particularly as they don’t mass produce any designs.
Their customer base ranges in age between 18-45 and is mainly male, although I’m sure I’m not the only female to buy into it - but then again I love oversized graphic tees!
The tone of the shop is set with cool non-offensive hip hop playing in the background.
They have started doing a small amount of sales to other countries, in particular Italy and Asia.
They are not too heavy on pr but do update a facebook and twitter page- something for us fans to follow!
Their sunglasses are great! These iconic designs are made by Grafik Plastic and this is the only store in Europe to stock them. They are made by hand and the company recently won a ‘red dot design award’ – so possibly one to watch out for!
//Photography by Lillie Cooper
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