[15] Celebrities seen wearing Superdry included Leonardo DiCaprio, Pixie Lott and Kate Winslet.

[3][16] David Beckham was a notable fan of the brand in its early years, with the footballer regularly pictured in Superdry clothing.

[5] Superdry was described by some as a UK version of Abercrombie & Fitch, though critics suggested the heavy dependence on branded hoodies put it at risk of falling foul of fast-changing fashions.

[2] At the start of 2012, Superdry issued a profits warning, and share price slumped to £2.92, down from a high of £15.84 in February 2011.

[13] On 22 October 2014, it was announced that Dunkerton had stepped down as CEO of Superdry and been replaced by Euan Sutherland, the ex-CEO of The Co-operative Group.

They announced they would be making actor Idris Elba the face of a new premium range of clothing, with CEO Sutherland saying: "He epitomises what we are: British, grounded and cool.

[26][27] Speaking to Retail Gazette in January 2020, Hilary Collins, founder of Big Wave PR said: "Trendsetters used to want to be seen in the latest Superdry sweatshirt or coat, but in recent years their sweaters have been donned by mums and dads on shopping trips to supermarkets - not the style conscious."

Excessive diversification of the brand, with the launching of lines such as water bottles, pencil cases, watches, and USB sticks, was also cited as a factor.

[18] In September 2023, the company's share listing on the London Stock Exchange was temporarily suspended after an audit delay.

[30] With Covid measures easing in the second half of 2021, Superdry seemed to be making a strong comeback, with sales up 21%, and the announcement of a new flagship store in Oxford Street, London.

[32] 2022 saw a post-Covid recovery for the company, as it posted a £22.4m profit, however 2023 would see Superdry slump to a £148m loss, stating it expected sluggish sales for the year, attributing this to poor weather, volatile trading conditions, and the cost of living crisis.

[33] In 2023, the company took out several loans, including a £25m overdraft with restructuring specialist Hilco, and implemented a £35m cost-cutting drive that included head office redundancies, and selling rights to its brand in some Asia Pacific countries in a $50m (£39m) deal with the South Korean firm Cowell Fashion Company.

[34] The company has pledged to make £40m in savings this financial year, and embark upon a radical restructuring programme, involving store closures, and redundancies, having consulted with Pricewaterhouse Coopers.

Dunkerton himself has repeatedly spoken of his belief that he is the right person to turn Superdry's fortunes around, while admitting that recent years have been "bumpy" for the brand.

[40] Superdry released a statement separately saying that it had agreed to an extension of six months and an increase of up to £20 million ($25.3 million) to its secondary lending facility with Hilco Capital, allowing the company to continue trading, and that discussions with Dunkerton about the future of Superdry were continuing.

[43][41] The company was delisted from the London Stock Exchange as part of a plan to raise additional equity in July 2024.

However, the company's best-selling product, the Brad leather jacket, achieved a sales boom thanks to the famous footballer David Beckham who wore it in 2007.