Superdry launches unique print collab with Japan's Pagong

By

Sandra Halliday

Published
Apr 6, 2023

Superdry has taken an unusual approach to print with the launch of a new collection in collaboration with one of Japan’s oldest silk printing houses, Pagong.

It has reimagined some of the house’s “most iconic patterns” for a limited edition offer. And the collab is the first time the Japanese brand’s exclusive prints have been digitised – “highlighting the craftsmanship and bringing a whole new dimension to the brand’s rich heritage,” we’re told.

Pagong has been creating one-of-a-kind designs and prints for over a century. In fact, it was founded in 1919 and still uses traditional yuzen dyeing techniques. 

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But it has evolved in recent years. Despite being best known for its traditional kimonos, it has modernised and internationalised by launching Hawaiian aloha shirts and other pieces.

The new Superdry collection has just launched and includes a selection of day-to-night breezy slip dresses in midi and mini lengths, plus other items. 

The company said that “embracing traditional Japanese colour theory, every design consists of an expressive yet understated palette of warm, nature-inspired hues. Shades of burnt orange, mustard yellow, vivid red and bright blues are paired with deep black and navy shades, to create a striking juxtaposition”.