Brand presentation
brand story style is an attitude. SuperTrash was founded by ambitious entrepreneur Olcay Gulsen. From an early age, Olcay envisioned creating a strong lifestyle brand that would empower women across the world; a brand that would make accessible luxury a reality. After reaching success in the Netherlands, SuperTrash s brand territory has quickly expanded. Now SuperTrash is an established name in the global fashion industry; its retail network of over 2,000 high-end boutiques and department stores and 15 brand stores in 32 countries has made it a major power player in today s fashion industry. With offices in New York, London, the label consists of a main SuperTrash collection, including clothes, shoes and accessories, alongside a ST. Girls collection, SuperTrash Phenomenal perfume and Madame SuperTrash intimate wear. SuperTrash also publishes ST. Magazine, a bi-annual inspirational brand magazine that epitomizes the DNA of the label. The brand s clear mission is to bridge the gap between high street and luxury labels. This mission has been translated into different fields, which has resulted in SuperTrash s transformation from fashion to lifestyle brand.
Core values Power Cosmopolitan Sexy
vision Our focus is to create a strong global lifestyle around our brand that remains innovative and interesting in an ever-changing retail environment through product development, inspiring launches, excellent service levels and a new multichannel environment. We believe that SuperTrash has the potential to become one of the strongest world players in the contemporary high fashion arena, offering a great experience, service and product range across a multichannel environment that never sleeps.
mission Our main goal is to become a leading contemporary brand that creates the ultimate bridge between high street and luxury brands. A brand that is built upon strong values with a clear target audience and a transparent vision; a brand that is approachable and honest about what it is and what it wants to achieve in the fashion industry. SuperTrash will be known worldwide for its luxury lifestyle and innovative multichannel environment where outstanding service and experience merge. ST. stands for strength through unity
olcay gulsen At just 21, Olcay imagined creating her own brand focused on strong, cosmopolitan and sexy women from across the world. After launching her own HRM company in 2003, she moved her business into importing fashion brands and distributing them throughout the Netherlands. With her own sense of style and a nose for business she managed to become a successful distributor within a year. But she wanted more; having her own brand had always been a dream and three months later, the first SuperTrash collection was launched. Over the years Olcay s business has gone from strength-to-strength and expanded from womenswear to a broader collection of shoes, bags, accessories, intimate wear and an ST. Girls line. SuperTrash even launched its own perfume, Phenomenal, featuring Olcay in the campaign and commercial, which was shot by renowned Antwerp-based photographer Marc Lagrange. With an eye for business opportunities and a heart for fashion, Olcay has since grown SuperTrash into a worldwide luxury lifestyle brand. Armed with her signature style and entrepreneurial spirit, she s also been a judge on the Dutch Project Catwalk series, a mentor in the model television hit The Face, won the prestigious Best Fashion Entrepreneur award at Marie Claire s Prix de la Mode and works as an ambassador for the international non-profit foundation Challenge Day.
s t. SuperTrash s Amsterdam HQ has been home to the team since 2008 and includes all major functions of the company with 80 team members. SuperTrash has a total of 150 extended team members worldwide, including a second European office based in London s Mayfair.
collections SuperTrash women Shoes accessories Madame SuperTrash ST. Girls Phenomenal by SuperTrash
supertrash women SuperTrash creates two main collections annually, including clothing, shoes and accessories. The clothing collection includes 250 pieces; from elegant coats to sexy dresses and denims with a perfect fit. The emphasis of the collection is on silhouettes and textures.
supertrash shoes & accessories Shoes The SuperTrash shoe collection carries 50 different styles; from embellished sandals to 4-inch killer high heels. With innovation at its core the collection seamlessly teams bold design statements with exceptional quality. SuperTrash shoes are sold at high-end shoe retailers and our own ST. brand stores. Accessories Bags The SuperTrash bag collection is just as fashionable as the shoe collection, whether you like a classic leather black shopper or opt for a more extravagant design in bold colours and eye-catching details. SuperTrash bags are sold at high-end boutiques and our own ST. brand stores. Jewellery Bejewelled earrings, bold necklaces and statement bracelets form our stylish and high-end bijoux collection. They re perfect items to update any look. SuperTrash jewellery is sold at high-end boutiques and our own ST. brand stores.
madame supertrash High-end lingerie brand Madame SuperTrash offers the modern day SuperTrash woman a collection of vintageinspired styles, innovative shapes and feminine textures. Think high-waisted briefs, bodysuits and shapewear dresses made of sheer, opulent fabrics for the avant-garde woman with style. Through the use of luxe body sculpting materials and techniques, this sensual line offers added support for a truly sexy look. From SS13 Madame SuperTrash expanded its collection with a wide range of luxurious swimwear, including bikinis, kaftans and one-piece swimsuits.
st. girls Having successfully launched collections for the SuperTrash woman, the brand couldn t leave young girls out. In December 2011 SuperTrash launched its first ST. Girls collection, aimed at the daughters of successful, ambitious SuperTrash women. Think trench coats, blazers, party dresses, skinny jeans, shoes and accessories for girls aged 4 to 16. ST. Girls is designed for the coolest girl in town, playfully linked to mummy s grownup world. ST. Girls is now sold in leading department stores including Harrods, Selfridges and Harvey Nichols.
phenomenal by supertrash In 2012 SuperTrash launched its first fine fragrance called Phenomenal by SuperTrash. A seductive spicy floriental fragrance, this fresh scent is infused with sensual orange flower and carnation notes and is enveloped by balsam, patchouli and powdery musk. The fragrance is currently available in Douglas perfumeries, SuperTrash brand stores and at supertrash.com.
s t. magazine Launched in November 2009, SuperTrash Magazine was the first glossy title published by a Dutch fashion label. In 2013 it became ST. Magazine, with a renewed focus on art, fashion, film, music and travel for the cosmopolitan SuperTrash woman. This inspirational coffee table magazine for the woman who knows what she wants truly epitomises the SuperTrash DNA. Published twice a year with a circulation of 60,000 copies, ST. Magazine is distributed through SuperTrash retailers, brand stores and our webshop. the super issue issue 17 / spring/summer 2014 / www.supertrash.com
online With daily inspiration, fashion looks, style advice, blogs, Olcay s tips and show videos the SuperTrash website is the go-to place for fashion lovers. Apart from our webshop - with constant collection updates visitors will find news, moodboards and stylish images refreshed on a daily basis. With a growing online community across Facebook, Twitter, Tumblr and Instagram and with several weekly newsletters from SuperTrash, Madame SuperTrash and ST. Girls to over 100,000 subscribers, the ST. network is everywhere, ever-expanding. And with a loyalty program and special app planned for 2014, SuperTrash.com never stands still. Besides the brand stores, SuperTrash also has a successful webshop that delivers to 50 countries. The webshop contains the entire SuperTrash collection, including ST. Girls, Madame SuperTrash and Phenomenal by SuperTrash.
marketing events & activities Fashion shows Amsterdam Fashion Week (2000 guests) National & international store openings Biannual high-end brand magazine Collaborations with triple A brands Online blog/social media community/weekly newsletters Collaborations with International PR agencies Celebrity dressing Collection presentations Olcay as a spokesperson for SuperTrash National & international press launches
brand stores Since the brand s inception, SuperTrash has opened ten brand stores in the Netherlands, three in Belgium, one in the United Kingdom (London) and one in the United States (New York). SuperTrash, home to style Inviting luxury and glamorous intimacy. Sip, drink, flirt, shop, sleep, party, tease, change, eat, enjoy and feel at home. HOME = HOUSE = HOTEL = STORE Whether a store, hotel, show, event or bar, when entering the world of SuperTrash, you enter a world of effortless style.
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www.supertrash.com