I've heard of that brand from a British guy before. As a native Japanese speaker, the name 極度乾燥 sounds odd but it's funny. I assume you think so too. We Japanese normally remember the beer brand "Asahi" when we hear the word "Superdry". By the way,  I'm taking a face-to-face private lesson from an older American teacher every week. He loves beer, especially "Asahi Superdry", so I often bring six pack of that to him. Sometimes we drink beer during our lesson. It's fun.  

I like ASAHI too.It's the Japanese bland.

I want to introduce the fashion bland from UK. The name is "SuperDry(極度乾燥しなさい)".It's a bit fanny Japanese expression.When I visited Hanoi, Vietnam, I found a big poster of it.

https://www.amazon.com/Superdry-Mesh-Tarp-Backpack-Khaki/dp/B07G8QR9LP/ref=mp_s_a_1_34/145-1120782-0284130?ie=UTF8&qid=1538631987&sr=1-34&pi=SL180_SX140_CR0,0,140,180_QL70

Haha! That must have been nice lesson lol.