Categories: General
      Date: Jun 20, 2012
     Title: Superdry teams up with top tailor Timothy Everest on new tailoring collection 

Teacake Tuesday worked hard alongside the Superdry in house press team and Surgery PR to deliver a seemless presentation on a brand new tailoring collection designed by Teacake client Timothy Everest for global brand Superdry which launched as part of the London Collections: Men's fashion weekend in London. Following a meeting in Pitti Uomo in January 2012, the Teacake team planted the seed of thier idea and presented the concept for a fashion showcase to Timothy Everest.

The team then worked hard to negotiate a slot on the prestigious schedule with the British Fashion Council team. Once secured, the Teacake team worked alongside the Superdry team drafting press releases, working on providing technical information, and helping to ensure the collection was presented on time at their new Regent Street flagship store. In addition Teacake Tuesday helped to host the event, and support it through PR placements including a feature with Planet notion and forwarding the clients leads where appropriate. At the event itself there were a number of high profile press were in attendance including Dylan Jones, esteemed editor of GQ, fashion grand dame Suzy Menkes, and the teams from Esquire, and GQ amongst many others. See a clip of the show at: http://www.youtube.com/watch?v=62-mSWQ_N6g

You can also read an interview with GQ at: hhtp://www.gq-magazine.co.uk/style/articles/2012-06/14/superdry-and-timothy-everest-london-collections-men

The collection is a capsule collection of four slim-fitting tailoring styles. The inspirations are based around four key characters each referencing icons from classic films: The Superspy, The Bank Robber, The San Fransciscan and the Country Rebel. Their own character traits are realised in the style, cut and detail both outside and inside each garment. Our client Timothy was passionate about honouring his craft but delivering a high quality modern collection for the brand. The launch has silenced many critics, comments to date state: "Its clear that Superdry regulars are going to be blown away," METRO, and "A surprisingly complimentary design duo," VOGUE online. The Teacake team has really enjoyed working with the brand and hopes further opportunities follow. Onwards and upwards.