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You know the clothes even if you think you don't. Look around: on the bus there'll be someone carrying a rucksack with Japanese writing. On a rush-hour train several Suits will be wearing a lightweight jacket with too many zips. Turn on the TV and Jamie Oliver will be ripping up some basil for Sainsbury's wearing a checked shirt. Your barista is wearing a vintage-looking T-shirt with a huge number printed on it, which looks familiar but doesn't appear to mean anything. These are all Superdry clothes: unisex, ubiquitous yet anonymous; sporty yet not technical; designed but not designer. This week, SuperGroup, the company that owns streetwear label Superdry has, yet again, proved itself the indestructible superhero on the high street. On Wednesday, the retailer reported retail sales up 48% since April, its pre-tax profits stand at £50.2m and its share price has City analysts yelling: "Buy, buy!" At a time when the British public have lost their taste for sugary continental chocolates from Thorntons and designer bedside lamps from Habitat, the appetite for faux-sporty discreetly logo-ed clothes is growing daily.

Superdry was set up in 2003. Julian Dunkerton, who owns SuperGroup, already owned a brand named Cult Clothing that sold vintage-looking, skater-ish clothing and logo T-shirts to students in cities such as Cheltenham, Oxford, Birmingham and Edinburgh. One of the labels that Cult stocked was Bench – a skater brand known for its hoodies and T-shirts. When Bench's founder and designer James Holder left, Dunkerton approached him and Superdry was born. Since then the label has consistently outperformed the competition. No one can sit with it. It added 18 UK stores last year, taking the total to 60 stores. A further 44 franchised stores were opened abroad last year alone, taking the total to 80. It is the label most likely to be worn by a papped celebrity carrying a Starbucks. David Beckham, Justin Bieber, Helena Christensen, Kristen Stewart, Ben Stiller: celebrities all the way down the food chain to Cheryl's mate Derek Hough are willing to actually pay for it (a feat it itself in the celebrity world of "gifting").

Superdry is a modern sartorial phenomenon. And yet it still flies under the radar.old time hockey heavyweight hoodie The appeal of Superdry is hard to pinpoint, in some part owing to the broadness of its reach. dagger kayak hoodieIt can't be put into a neat fashion category, as other high-street labels can. anvil hooded size chartZara fits into a box labelled "catwalk trends on the cheap" while Cos is "just the right side of plain for fashiony nerds". Superdry lives within a messy Venn diagram. It's sporty in a way that appeals to people who like the idea of snowboarding but who don't actually go; it's faux-vintage and authentic for those who don't like rifling through rails of secondhand clothes. It combines Americana with Japanese fonts, yet the company is based in Cheltenham.

It is a downtime uniform of unisex basics but with design ticks. It occupies the same territory as Abercrombie, Jack Wills, Gap, Uniqlo and AllSaints, and yet it trounces them. It's an easy formula to pick apart but it is hard to blend the ingredients. If it were, its peers would surely emulate it stitch for stitch. City financiers are equally flummoxed by the brand's success. Andrew Wade of Numis Securities told the Guardian earlier this week that "we can find no precedent for a UK brand successfully combining longevity with selling overtly branded fashion to the mass market". But it hardly seems to matter how the label is pulling this fashion trick off. The fact remains that it is. Full disclosure: I used to be a bit sniffy about Superdry clothes – it comes with the job, and what of it? The brand didn't speak to me and it almost annoyed me, primarily because I don't like the fact that the styling is done for you. One popular piece looks like it's a checked lumberjack shirt layered over a grey marl hoodie.

It's one item but it is designed to look like two. Pre-combined clothes aren't what I like about fashion. But when I met Holder at the opening of a branch in the heart of the City last year (see, they are weekend clothes for city slickers) I changed my mind a little. He doesn't care for trends. All he cares about is getting the best design possible out of each item of clothing. That means adding a few internal zips and pushing a leather jacket into a ready-made top-half ensemble and selling it for an affordable price. In short, he designs for people who like clothes but don't care about fashion with a capital F. And as the millions of men and women shopping and having pub lunches wearing Superdry up and down the country this weekend will prove, there is a really healthy appetite for that. Top 20 Flannel Shirts For Fall Wear it buttoned up with distressed boyfriend jeans or tied around the waist; either way the flannel shirt is sure to become your new favorite piece. Keep reading to shop our favorites from Free People, Levi’s, and more.

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