Exhibitors Spotlight: Superduper

Exhibitors Spotlight:
Superduper

Editorial

Edition 99

11.03.2021

Ahead of the Game, Superduper Puts a Naturistic Spin on Classic Headwear

Exhibitors Spotlight focuses on a selection of brands exhibiting at this year's Pitti Uomo, showcasing their upcoming collections and special upcoming projects.

Work hard, evolve freely, celebrate the imperfections - This is the new motto we have created in the occasion of our 10th anniversary which embodies our story, our soul and our future.

— Brand Founders, Matteo Gioli and Veronica Cornacchini.

Visit Superduper’s business page on Pitti Connect

Founded in 2011, SUPERDUPER originated from a period of creative experimentation and a desire to conceptualize. Its new collection features custom details that connect us with the elements of nature. Inspired by the organic method of counting the years in a tree’s life, its TREE RINGS collection marks the 10-year celebration of the brand’s conception.

Every SUPERDUPER hat is a unique, handmade piece that evolves with its wearer. Finished with the brand's signature detail, the earthpiece™ is a tiny work of art placed into the crown or brim of each hat. Embodying the soul and spirit of the brand, the detail guarantees that each hat is an authentic SUPERDUPER creation.

The brand’s logo shows up in various ways throughout the collection, sometimes in discrete detailing, other times in bolder forms, such as a pattern around the brim of the hat. Detailed trims are designed to echo the unexpected geometry of bark, creating a unique ding effect.

Embracing earth tones, the overall palette story leans towards warm hues, including light tan, camel, moss, and forest greens. The collection also sees the debut of the new TEN model, alongside the popular OPEN silhouette, revisited with a seam that runs around the brim in 10 rotations. The collection is finished off with four distinctive hand-embroidered designs.