Superdry fashion brand founder Julian Dunkerton has poured £1 million into the campaign group calling for a second vote on Brexit.

Which, considering that the country is almost split down the middle on the EU issue, is quite a brave move for the Gloucestershire entrepreneur.

It means that he is probably going to alienate around half of Superdry's customers who may disagree with his stance and opt to shop elsewhere.

Mr Dunkerton stepped down from his role on the board of his former company Superdry in March selling a 6.7 per cent stake. But he is still very active in the business world and a staunch supporter of Gloucestershire with his Lucky Onion hotel, pub and restaurant group and the creation of a hub for artisan food and drink producers at his Dowdeswell Park, near Cheltenham.

Mr Dunkerton told The Times why he has donated £1 million to the People's Vote, the campaign group fighting for a referendum on the final Brexit deal. The money will be spent on one of the biggest polling operations undertaken in the UK.

He said: "I've got a good instinct for when a mood is going to change and we're in one of those moments now.

"It's becoming clear now there is no vision for Brexit and the politicians have made a mess of it. Increasingly, the public knows Brexit is going to be a disaster," he commented in The Times.

Mr Dunkerton said if Brexit had happened 20 years ago Superdry would never have become the global success it now is.