Superdry certainly knows how to launch a store.
The event in Canada Place mall – packed with giveaways, pretty floral cocktails and the pumping beats of a live DJ – was very nearly as trendy as its clobber.
Queues of Canary Wharf workers streamed from the eye-catching shop at the clock stuck noon to grab a free goodie bag filled with flip-flops and discount vouchers.
They then made the most of the break from the office by supping beer and pink-tinged tipples adorned with foliage as they shopped and bopped to the beat.
Head of UK retail at Superdry Claire Arksey said: “We are very excited to be opening a store in Canary Wharf.
“It’s extensive office, retail and leisure space makes it a perfect location to showcase some of our key categories.
“We look forward to welcoming customers to experience the high quality and breadth of the Superdry collection.”
The unit’s urban style boasts everything from the brand’s signature hoodie and jacket collections for men and women to fresh, patterned accessories and varsity-style rugby tops.
Here we pick our top five must-haves.
1. Spotty dress, £54.99
This fresh addition is part of the brand’s shift to smaller logos and bold prints - and it’s a great option to take you from desk to drinks.
2. Floral blouses, various prices
Another new arrival this time in the form of cute, summer print shirts which will perfectly pair with Daisy Dukes or jeans.
3. Patterned Pencil Case, £12.99
Because who said desk items can’t be pretty and practical?
4. Logo tee, £22.99
For those casual, chilled out days when you’re short of works, let your tee do the talking
5. Men’s Rugby training ground rugby shirts, £74.99
The Rugby World Legends collection is about to drop in a few weeks but in the meantime, snap up this varsity style top for perfect post-workout wear.
See our competition to win Superdry rugby shirts.