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How did this brand name Superdry. 極度乾燥(しなさい) come about? Is there any deep consideration behind it? Are the customers having some thoughts?

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It looks like a “translation” practice similar to this, but what is the point of asking this? –  Tsuyoshi Ito Aug 7 '12 at 14:17
    
@TsuyoshiIto Since the brand seems popular, I do not think it was just a simple stupidity. But I was not sure. –  sawa Aug 7 '12 at 14:22
    
@Flaw I am not saying it sucks. I take that as granted. I am wondering why such sucking expression is being popular. But it is true that it is probably not a useful question. –  sawa Aug 7 '12 at 14:24
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blog.goo.ne.jp/kennytata/e/448af50e48466dcbd862544e4f84659c でも笑えます。。。 –  Chocolate Aug 7 '12 at 14:48
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@sawa: I am not sure whom you were referring to by."you guys," but I did not vote to close. Still I do not think that this is a question about the language, so I agree with the closure. –  Tsuyoshi Ito Aug 8 '12 at 12:41
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closed as off topic by silvermaple, Flaw, sawa, Dono, gibbon Aug 8 '12 at 10:39

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1 Answer

The answer is in this BBC documentary called "Secrets of the Superbrands".

The owner of the Cheltenham based British company 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.

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