Superdry. 極度乾燥(しなさい)


How did this brand name [Superdry. 極度乾燥(しなさい)](http://www.superdry.com/) come
about? Is there any deep consideration behind it? Are the customers having
some thoughts?




The answer is in [this BBC documentary called "Secrets of the
Superbrands"](https://www.youtube.com/watch?v=cZh1a-c3e_I#t=36m46s).

The owner of the [Cheltenham based British
company](https://en.wikipedia.org/wiki/SuperGroup_plc) that developed the
brand simply went to Japan, possibly as far back as 1985, was inspired by
Japanese packaging, and used that to develop their graphic images.

