The Story Behind The Brand

The Story Behind The Brand

Our motto Born to be Superior is not about being better than others, it's a mindset. Believe in yourself to achieve your goals and never let failures define you as a person as these will make you stronger. Have the mindset that you can and you will. Anything is possible so go and get what is yours.


Written by founder - Luke Hennessy

When I started the brand back in 2017 I came in to an industry that I didn’t have much knowledge of, it was a planned move but also a rushed one. Superior initially launched as a men's and women's clothing brand.

It’s been a very rough 4 years with failures, people promising things and never going ahead with them, getting in to debt trying to keep the brand moving and plenty of sleepless nights. The business literally consumed me and there wasn’t a day that went by that I wasn’t working on it. I gave up in 2019 and closed the business for several weeks but I genuinely believe the universe was trying to tell me something as I was handed a life line and so I relaunched Superior.

I spent months researching factories, sizing, packaging, how to advertise the brand and changing the look right down to our new logo. We now get our clothing made in Turkey, caps in China, packaging/stickers/bags sourced from 3 different factories and a design company that make our vision a reality.

When you look at the transformation over the years with our logo going from a word logo to a much more detailed and eye catching S logo and even the finer details such as our completely stitched woven label which started as our brand name on a black label has changed in to a black and white union jack with the brand name in the middle, hang tags have gone from a bland look to a much smaller high quality black card with silver detailing. It's these changes however small that have added up to make the brand what it is today. 

Superior now has a strict process in place which is why products take months before they are released as the past mistakes have given us valuable experience so every detail is looked at and changed if needed. Everything has its own size right down to the labels or specific text where we are giving millimetre measurements to the factories.

I strongly believe good customer service is just as important as the products themselves and when you purchase from us you are not just a customer but a part of the brand itself. 

I’m proud of what the brand has become and excited to see where it will go. It's living proof that anything is possible if you truly believe in it, I have worked full time with another company the whole time Superior has been going. It’s been the most challenging and stressful years of my life but I have never stopped believing in it.

This isn’t an overnight success story, this has been a long journey and a huge learning curve but like everything there is light at the end of the tunnel. The brand is moving in the right direction and we have a solid team around us who believe just as much as me.


One bit of advice if I can give anyone it’s to always set yourself goals no matter how big or small, once you have hit those goals, create new ones. It would shock most people to know it took 3 years to restock our first product and that was a goal I set in our first year. Goals will keep you believing in what you are doing and show you it is possible.

I appreciate everyone who has supported us whether that has been by purchasing, sharing or liking our content. Every action has helped us progress and it never goes unnoticed. 

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