Everyone knows “Superdry極度乾燥(しなさい)” is cool. Of course but, Does it work in Japan……?


As we know the British fashion brand Superdry極度乾燥(しなさい) is becoming a booming company all over the world. While it is matter of course that you often see people wearing the products of Superdry極度乾燥(しなさい) in European countries, we came to see some Superdry lovers in Kyoto as well.

Seems cool. The products are not so inexpensive and have kind of high-grade sense.

However, you know…
The Japanese word in the logotype: Superdry極度乾燥(しなさい) which symbolize the brand is all Greek to Japanese! Seriously, it is meaningless. We can read the word verbally, visually but there is no situation that this word works in daily life even in some ridiculous conversations.

Because Superdry極度乾燥(しなさい) has not been prevailing in Japan yet,
Japanese people who are not familiar to the overseas’ situation cannot help developing the feeling of strangeness for this logotype.

To be honest, it is just funny…

Yeah, we understand it is cool but for Japanese, it looks just too much comical. We couldn’t get of this feeling from our head as far as it says極度乾燥(しなさい).

Therefore, if you put on some products of Superdry極度乾燥(しなさい) while on the trip to Kyoto, you might be glanced or stared at by a lot of Japanese please do not feel offended.

You had better stay aware of that Japanese may be assuming “what is極度乾燥(しなさい)?” when they look at the products. By so, you can avoid extra uncomforting ☺