I literally stumbled into this store in SoHo earlier this week. SuperDry Clothing is a UK based company that's only been open in New York city for a month. Interesting company. The look is American, the graphics are Japanese-inspired but everything has a UK edge and tailoring. I kind of love it. I'm officially obsessed with their plaid Lumber twill shirts! The clothes are impeccably made and the shirts have an incredibly flattering fit. I want one in every color. My new favourite look: rustic urban chic. Who knew plaid shirts could be so sexy?