This Father’s Day, Superdry has announced it will be spotlighting the men who make an impact—whoever they are, and however they show up. ‘To The Men That Raise Us’ is a national campaign—fronted by purple Wiggle John Pearce—that recognises and celebrates fatherhood in all its forms, honouring the role father figures play in shaping, guiding and supporting the next generation.
This year, Superdry is giving back with comfort and style through a curated selection of wardrobe staples built for the men who’ve always had our backs. Whether it’s a zip through hoodie that moves through the day with ease, or a classic polo shirt that never goes out of style, these are pieces made to show up – just like they do.
The Essential Sweats collection anchors the campaign, bringing effortless comfort and versatility to the forefront. Featuring slim-fit zip-through hoodies with brushed linings and ribbed finishes, these icons of leisure are designed for rest, recreation, and everyday movement. Paired with classic Pique Polos and Vintage Athletic Polo Shirts, the range blends tailored silhouettes with retro inspired style – a nod to timeless father figure staples, updated for today.
The campaign is fronted by Pearce, a Filipino-Australian performer known for his roles in Justice Crew and The Wiggles, where he appears as “Big Strong John,” the second Purple Wiggle. In 2024, he and wife Jessie welcomed their first child, Henry, following a personal and emotional fertility journey. As a new father and a familiar face to families across Australia, John brings authenticity, energy, and warmth to the campaign.
“We’re proud to partner with John Pearce as the face of our Father’s Day campaign,” said Alastair Davies, GM of licensed brands at Superdry. ‘To The Men That Raise Us’ is a campaign that honours all the male figures who play a role in shaping our lives, however that may look. As both a new father and a Purple Wiggle, John plays a unique role in raising and inspiring the next generation—both at home and on our television screens.”
“I’m really excited to be partnering with Superdry. Being a dad is truly the best thing that’s ever happened to me, and I feel so proud to share the spotlight with my beautiful son, Henry, as we celebrate the men who shape and raise us this Father’s Day,” added Pearce. 
With a mix of social content and campaign visuals, ‘To The Men That Raise Us’ captures moments between John and Henry, highlighting the power of presence because showing up never goes out of style – and neither does Superdry.
The new collection is now available.
