Superdry time square 2

SUPERDRY's new Time Square location (729 7th Avenue at 49th Street) will open today at 9am. To celebrate, SUPERDRY will offer consumers the opportunity to win T-shirts and outerwear throughout the day (first 600 shoppers will walk away with something great).

Yesterday, I stopped by to see progress on the new location, and all was going well. Merchandisers and decorators were busy putting the finishing touches on the impressive space, which will be SUPERDRY's largest location in North America.

Very popular in Europe (Pippa Middleton is a fan), this British lifestyle brand fuses precise British tailoring, vintage Americana style and hand-drawn Japanese-inspired graphics in its contemporary collections. While at the shop, I got a sneak peek at FW12, which I will talk more about later. Let's just say, the future looks bright for SUPERDRY.