For Dunkerton, the founder who returned to the helm of Superdry in October last year, and immediately set about a “reset”, the Covid-19 outbreak has made his task even harder.

But together with creative director Phil Dickinson, Dunkerton has overseen a new autumn/winter 2020 range as he seeks to return Superdry to a product-led strategy – and that, he insists, will ultimately see the business right.