Wheels & Waves was a photoshoot built to express the heart of Superdry’s Original & Vintage collection; easy, lived-in pieces rooted in Americana but filtered through the brand’s British-Japanese point of view. The concept combined nostalgic ’70s Southern California skate and surf culture with a Southwest England backdrop, creating a story that felt sun-bleached, communal, and unmistakably Superdry. It’s a setting where graphic tees and vintage-leaning essentials feel natural, capturing the carefree mood that defines the O&V range.

We shot with photographer Rhys Frampton, whose raw, low-fi production style and hand-printed darkroom process gave the images their warmth and emotional depth. Casting focused on real skateboarders and surfers, people whose movement, posture, and energy carried the story naturally. The result is a series that avoids straightforward fashion photography in favor of something more timeless: images that feel lived-in, sun-softened, and emotionally present. Shot in Southwest England, the campaign recreates the mood of ’70s coastal California while embracing the charm and attitude of the UK setting.