Julian Dunkerton founded Superdry with designer James Holder 13 years ago. Now a multi-million pound business available in over 40 countries, this is the first time the company has let the cameras in and there couldn''t be more at stake. They''re aiming to defy the sceptics by teaming up with Idris Elba to launch a high end men''s collection. They''ve never done it before. What could go wrong?