Just as Julian Dunkerton is unable to quench his own entrepreneurial fire neither, it seems, is the business partner he founded Superdry with.

Not content with numerous ideas bubbling away, and building a new hotel chain to boot, Cheltenham-based Mr Dunkerton returned to the board of the fashion chain last year.

It was a move made possible in no small part by joining forces with other major shareholder and founder, James Holder, and it is understood the latter also had a helping hand in the firm's new, emerging product line.

But like Mr Dunkerton, whose energy seems to only grow when there is a business challenge to be had, Mr Holder has also been busy launching another fashion label.

If you are familiar with the Bench brand, then you have Mr Holder to thank for that one too, but he has now unveiled Trench London - a label laden with classic British styles, quality, and plenty of buttons.

The brand actually launched with a direct to consumer website in autumn last year, but officially set sale at London Fashion in February.

For those who just do not do online and like to feel the quality before they buy, there is a pop-up store open until the middle of this month - if you can make it to Regents Street, London, before then.

It is under stood Mr Holder if the creative director of the brand, which caters for men and women, and currently has 15 styles in total.

Expect to pay in the region of £400 for a Harrington jacket or £1,000 for a leather jacket.

Trench London is expected to be one of as many as 10 "sub-brands" expected to launch this year by Holder's overarching business, JackitCo. All of which will be followed by an online marketplace, L1ne.com, expected to launch in January next year.

Mr Holder and Mr Dunkerton launched Superdry back in 2003.