Superdry co-founder Holder unveils new label Trench, plans more brands

By

Sandra Halliday

Published
Mar 10, 2020

Superdry’s co-founder has launched a new label with a soft launch last year, a publicity campaign having started in recent weeks and plans for even more labels to come in the months ahead. 

And while much of the focus around the two Superdry founders tends to be on Julian Dunkerton, this time it’s James Holder who’s making headlines.

He’s unveiled Trench London, which as the name suggests is focused on outerwear and the trench coat in particular as the star item. But there are also reworkings of classic Harrington jackets and leather jackets too.

The brand currently has a Regent Street pop-up that is open until the middle of this month.

It’s part of Holder’s umbrella company JackitCo that expects to launch a number of other sub-brands this year with up to 10 to be unveiled by 2021. The company launched down jacket label Jack1t last year as well.

Trench products sell at high-end prices (a leather jacket retails for around £1,000) and the plan is for the other new brands to also target a higher-end customer.

One thing that both the Jack1t and Trench line have in common is the prominent branding. Trench’s coats for instance have the word Trench in large type on the underside of the collar.