British brand Superdry will unveil a new fashion range designed by actor Idris Elba at its Regent Street store on Thursday.

The 250-piece collection will initially appear exclusively in its flagship London shop as well as at department store Selfridges and online.

Next weekend the range will roll out to a further 29 stores in Britain and five stores in Europe.

Elba played Nelson Mandela in the film Mandela: Long Walk To Freedom. He also appeared in the American crime drama The Wire, the BBC 1 series Luther and the film Thor.

Analyst John Stevenson at broker Peel Hunt, who has a ‘buy’ rating on Superdry owner SuperGroup, described the range as ‘a more mature, premium line’. He said: ‘These are early days for a range, but it looks likely to develop over many seasons.’ SuperGroup shares have increased 91 percent in the past 12 months and on Friday closed at 1591p. That values the fashion business at 1.3 billion pounds.

 

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