Mark Ritson: Superdry’s returning founder can restore the brand’s DNA

There is an epic saga taking place over at Superdry, the ailing British fashion brand. It’s a tale of brands and founders, of growth and decline, and it is best told in six very different chapters.

Our first chapter opens in a bucolic Cheltenham setting almost 40 years ago. A young Julian Dunkerton opens a letter, scans its contents and then throws it away in disgust. The dismal A Level results are nowhere near good enough to enable him to study medicine.

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