Superduper was founded in Florence, Italy in 2011, growing out of a period of experimentation that led its founders into hatmaking. Within two years the label was already picking up industry recognition, including the 2013 Who Is on Next? award in the Men's category. By 2019 it had relocated to the historic Manifattura Tabacchi complex in Florence, a former tobacco factory since renovated into a hub for the city's creative and artisanal businesses.