Why "Superdry" seems to feel odd and strange for Japanese. Why "Superdry" seems to feel odd and strange for Japanese. Today, I'm going to talk about "Superdry" because some people gave me comments about it. I hope you could understand Japanese feelings after reading this post. I think "Superdry" is a famous fashion brand for European and Japanese. Why is it famous for Japanese without real shops in Japan? The reason why they print Japanese words on their items, regardless of whatever it made in the U.K.! Moreover, they are almost strange Japanese words. According to Wikipedia, a brand designer inspired from Japan and came up with this brand ideas as travelled to Japan. Incidentally, "Super Dry" is one of the famous beer brand in Japan, therefore somepeople think that he would came up with naming idea when he drank. You would be surprised if you thought it made in Japan and it was your favourite brand. In the first place, this brand logo is so funny for Japanese because it's grammatically incorrect. Actually, many Japanese may feel odd when we just see their logo. 極度乾燥(しなさい) = Superdry(Must be) I think that Japanese may translate and recognise it meaning above. Actually, We usually don't use "(しなさい)", I've never seen it in my life. Especially, ( ) and しなさい are not combined to use generally. Also, we surely have a few questions why they use "imperative form" for fashion brand name and what it does mean "You must be super dry". I guessed it wants to tell us "You must wear Superdry" but they should have used more words and grammatically corrected words if it wanted to tell their message. Many Japanese may think this brand's logo means "You must be extremely dried situation". Therefore, we feel so strange just to see it. That why it's familiar with the brand in Japan. In addition, they also use lots of incorrect Japanese words on their items. If you are interested in this topic, please comment it! I'll describe and post a note next time :) I'm extremely happy to write this topic at last because it's so funny for me!!!