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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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.