Superdry Provides Emerging Musicians With a Global Stage

Just in time for summer, Superdry plans to make some noise with SuperdrySounds, a new music platform promoting emerging talent from across the globe.

Listen up! Superdry is on a mission to provide new artists with a global stage this summer. The international, Japanese-inspired clothing brand has selected nine emerging musicians to feature in their spring/summer 2018 campaign and to perform on festival stages and the company’s in-store events. 

“Supporting up-and-coming new talent is in Superdry’s DNA. With SuperdrySounds we can give rising new talent a global digital brand platform to perform on, as well as giving our customers access to great music,” said Euan Sutherland, Superdry’s chief executive officer.

The hero artists selected to headline the programme include; Aaron Unknown, who has recently collaborated with Stormzy,15-year-old US singer Au/Ra, singer-songwriter Santino Le Saint, UK-based DJ Ami Carmine and upcoming rapper Lexie Liu, Chinese artist Timmy Xu and DJ/rapper Sam Blacky. 

The SuperdrySounds programme will include engaging experiences and events in major cities, including a stage at London’s much-loved Field Day festival. “Superdry’s search for emerging talent has been driven by a strong desire to find and support credible, authentic musicians, who have made their careers through digital channels,” states the campaign. 

Discover some of SuperdrySound’s artist below and shop the spring/summer 18 collection here

Ami wears Superdry Mesh Sleeve Hood Dress, £54.99


The former lead live vocalist for Basement Jaxx, Ami’s solo career is now rocketing as a singer/songwriter and a DJ. The London-based musician has performed at some of the world’s most respected festivals including Glastonbury, Roskilde, Creamfields and Pukkelpop. With a number of collaborations under her belt, including with renowned house producer Todd Terry, Breakbeat heavyweights Stanton Warriors (with BBC radio 1 support) and Jay Robinson of Night bass Records, 2018 is guaranteed to be an exciting year for Ami Carmine


At just fifteen years old, Au/Ra has already stolen the hearts of some of the world’s most respected magazine titles, including a recent feature with Hunger. Dropping ‘Panic Room’ earlier this year to her 12k + loyal Insta fans, the US singer is promising “exciting stuff in the near future” and is definitely on our ones to watch list for 2018/19. Stay tuned. 

Sam wears Superdry Alice Knot Dress £44.99, Superdry Longline Denim Jacket £69.99 and Superdry Copperfill Sunglasses £34.99 


Boasting over 250 thousand followers, Sam Blacky has already made her mark on the music industry. The endlessly talented, San Diego-native splits her time between modelling and DJing and is all about having fun, dancing and “getting wild”.

Lexie Liu wears Superdry Acid Dungaree Boyshort £54.99, Superdry Pacific Coast Vest Top £22.99, Superdry Varsity Spirit Bomber Jacket £64.99 and Superdry Copperfill Sunglasses £34.99


Chinese artist Lexie Liu is a triple threat, killing it on stage with not only her incredible vocal talent but also with her exceptional dancing and rapping ability. Her career broke after her debut performance 2017’s SXSW and was later featured in the top 4 of Korea’s K-Pop Star TV competition. Her hit Coco Made Me Do It has received over 6 million plays in China.