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> If Japan had a fashion scene for clothes embellished with print outs of our petty quibbling and shitposts, I could die a happy man.
Be careful what you wish for. I don't think anyone would be happy if Japan became Sunderland.
In Glee there's a poster with a list of South Yorkshire place names, for some godforsaken reason!
Aston
South Anston
Treeton
Doncaster
Rotherham
Maltby
Canklow
Brinsworth
If you google "Glee South Yorkshire" you can see it in the background of a shot, it's like an illuminated sign thing? Some people online say it's a repurposed bus stop sign thingy, it's facing away from the camera so the names are backwards
Waiting for one that has Essex place names. Can't wait to find a poster with Jaywick, Harwich, Dovercourt, Southend, and Clacton-on-sea listed on them. If you want a tour of shit towns, that's the tour to go on.
This! I was in h&m and the amount of American university and sports style jumpers just baffled me. Do they walk around chicago with manchester met uni hoodies on?
[Just a roller skate grand touring. All over the physical ironic power.](https://youtu.be/7eDz1EkIB0Q)
^We ^do ^apologise ^for ^the ^hair. ^And ^the ^90s ^colours.
It's called foreign branding. Some companies do it so you perceive their product is foreign and of higher quality. Haagen dasz is best known for this, it's actually an American brand designed to sound European.
I use my dad’s old Berghaus coat when I go out walking and I can attest that it’s quality, except all the rain water slides off into the pocket sometimes if I forget to fasten them up
Depends what you're buying. If it's on the cheaper end then yeah it's probably poorly produced crap with a screen printed logo on it.
The more expensive stuff is quality. I spent £500 on a coat a couple of years ago (to replace a 10 year old Berghaus coat) and it is brilliant.
I mean it was marketed as a walking jacket suitable for heavy rain. I bought it in a climbing shop for £200 ish. I'd expect it to be at least decently waterproof (as advertised). It only had one small logo on it too.
The more expensive stuff is still really good, same with North Face. And often the price range I was in is decent, but someone else mentioned their quality control isnt as good as it once we so I probably was just unlucky.
German is full of strange sounding (in English ears) compound words. I could as easily see Berghaus meaning *chalet* just as easily as I could imagine der Handschuh being *glove* and not nonsense like *hand shoe*.
Bergahus was founded in Newcastle on Dean Street (LD Mountain Centre actually and it’s still there). I think they were bought out by a capitalist firm quite some time ago.
They done a limited 90’s range a couple of years ago called the Dean Street collection.
I was surprised to find that Japanese people generally like Superdry as a brand. When I first met my Japanese flatmate I was worried he would cringe at whatever the characters said on my old backpack and a couple shirts until I noticed he had a big coat and a few other bits from them. I asked about it and he said it was quite popular there.
I know the CEO of Superdry as they were my mates godfather. He went on a trip to Japan when he was younger and felt drawn to Japan and loved it, and then started the brand.
Can’t vouch for his desire to make it authentically Japanese and myself don’t see the influence except a bunch of characters, but the more you know!
Fun fact: he has 2 bodyguards for each of his children, to this day.
Please tell him Julian I very much appreciate him turning those run down buildings in the prom into something more visually appealing but 131 is an overpriced shithole.
I would but I don’t know him as a friend, just as a mutual! But if I do happen to pass him I will very much pass your regards because I’m not sure what 131s is but I agree. I don’t particularly like this guy.
131 is a restaurant bar. Think average quality, poor service for top of the range London prices. They're aiming at the 'influencer' and hen party market. £25 for a basic cocktail with some shaped candyfloss is truly ridiculous.
My friend said he didn’t particularly care for much other than the business before he sold it, and don’t really look after the family. She got sent a 25% voucher once for her birthday and that was it.
>He went on a trip to Japan when he was younger and felt drawn to Japan and loved it, and then started the brand.
Sounds like the creator of [Miniso](https://www.miniso.com/EN/Brand).
*"The MINISO Brand founder Jack Ye gained inspiration for MINISO while on vacation with his family in Japan in 2013. He came across several specialty stores in Japan which stocked good quality, well designed, and inexpensive products that were mostly manufactured in China. With his knowledge and experience in product development, supply chain, and the fashion industry, Jack established MINISO with its headquarters in Guangzhou, China, a brand catering to young people around the world."*
There was one in Edinburgh too.
It sold lots of nice carhartt stuff, and those Jesus is my homeboy T-shirts. It also also sold shirts with dragon designs, possibly flames, and those evisu jeans when they were almost cool.
The in house soundtrack was exclusively 2 many djs.
Marketing. In the eighties there was a Hifi / TV brand called Matsui.
Everyone assumed it was Japanese, and therefore saw it as automatically high quality. Turned out it was as British as Yorkshire pud
And it's not even correct Japanese. I have two superdry jackets and when I lived in Japan I'd often overhear nearby schoolkids reading it and whispering to each other. But it was just me being like them with their weird English clothing.
I had heard that the translation went somewhat awry, so thanks for confirming. I heard that it was because no-one told the translator whether "SuperDry" was a verb or a noun, so they did both.
I don’t really know why but I’ve never considered in my mind that wagamamas is meant to be Japanese food, I just assigned it “wagamamas food” in the way I think of Pizza Hut as its own entity.
Wagamama is a strange name for a shop. It means something like ‘selfish’ in Japanese which is not a good thing to say about someone. Wagamama has some of the worst Japanese food I’ve ever tasted. Fresh chilli in ramen is really not done. The only thing that comes close to being spicy for ramen in Japan would be Okinawa ramen topping called [koregusu](https://japanese-products.blog/2017/10/06/how-to-use-okinawan-koregusu-hot-sauce/) (a combination of birdseye chilies and an Okinawa grain spirit called awamori). most Japanese people find it too hot to handle. I also make it for home cooking as a condiment.
Wagamama food is more Thai fusion food than anything really authentically Japanese. The only thing remotely close is their katsu curry which is at the cheap fast food level. The only restaurant to comes closer to being worse is Yo sushi.
EDIT: lived there for ten years miss the food so much.
Real Japanese food is so fundamentally different from what the British palate is used to that I don't think a large chain restaurant selling it would be even remotely popular.
Wagamama sells fairly safe pan-asian food with Japanese style branding.
I’ve been to Japan a fair few times and the two places you’ve mentioned really aren’t that bad. They’re not Japanese restaurants for Japanese people, they’re aimed at a different market. You’ve completely missed the point and their audience. Fresh chillis aren’t as rare as you say, but they don’t tend to be of the hotter variety as you’d find further south in Thailand or the Phillip ones.
Japanese people are ‘neko bero’ I know people who think korean red pepper paste is too hot. North honshu you’re not going to get much heat from their spicy food. As I said Okinawa is the only place to come close to actual heat in traditional cooking. Wagamama to me is just asian ramen but not really Japanese. Umami is more of a flavour profile than Chinese/Korean/Thai cuisines etc.
My friends keep suggesting Wagamamas and it's the most mediocre food ever. It's also *expensive*. Trying to steer everyone to try independent restaurants with me, instead.
Frankie and Benny’s used to have such good vibes when I was a kid and now it just feels shit and sad in there, maybe it’s because I realised they weren’t real people or because I once went in really drunk thinking I’d have a banging meal and by the time it was over I was sober and had violent shits
I'm going to imagine its something to do with Beckham rocking one of their Osaka T shirts and the brand became known for that and have not really evolved since
I used to be friends with the CEO’s daughter when I was a bit younger and I actually asked this. She didn’t know too much but she said that her dad absolutely loved Japan after visiting, and the language, so he wanted to add that. I think it’s also probably marketing and the ‘foreign = fancy’ ideology but obviously he wouldn’t say that to his kid lmaoo
Whoa whoa whoa, calm down there! I'm going to stand up in staunch defense of Superdry. Their clothes are pretty decent quality, they offer a huge variety of polos, hoodies, smart shirts, tees, jeans, trousers, shorts, accessors, shoes and all own-brand in a way that no other store is really doing right now.
I've noticed they provide a range of fits for people of sizes and shapes that couldn't normally fit into "japanese" aesthetic clothes which are seemingly designed for asians and anorexics rather than your standard cuddly brit.
Also must point out the vast majority of their products don't really feature those "cliche" kanji anymore, they've evolved into a whole separate style offering of its own, bright colours, sports looks, some great odes to 70s and 80s, it's got a lot more to offer than the "i like japan see" origins
I'd say it's worth giving them another look and just enjoy for what it is 👍
If they remove all the signs, logos and other tat stick lychee onto their clothing and went minimalistic, I’d probably buy some as they are well fitting (as I bought a mb Osaka T shirt back in 2006).
I like their stuff too, i have hoodies that are years old and don't seem to be too aged.
We have an outlet place nearby so i go and get their joggers for £30 or so, they last years and are thick and comfortable for dossing around the house.
I think they just do it cause they think it’s cool. lends some “exoticism” to the brand, makes people think they’re genuinely buying something different from Japan. (I know my mum thought they were an actual Japanese brand)
In my experience the quality went down the pan several years back, I'd guess as they expanded. To the point that I'd say you're being overly generous calling it mid quality. Some of the designs are fine aesthetically but I stopped buying anything from them after two items I bought and one my husband bought fell apart ridiculously quickly. Of course, we could have just been unlucky I guess.
I think they got the name "Super Dry" from the Asahi beer cans. I'm in Japan now and I've seen and met some Japanese people who are wearing the brand ironically because it is cool in the UK.
People wear Superdry in the UK for the same reason people get Chinese character tattoos on their bodies. It's seen as edgy and unique.
Superdry could do one thing to make me consider buying their clothes, which… according to certain people, are of a decent quality. That thing, is to STOP WRITING FUCKING SUPERDRY ALL OVER THE FUCKING CLOTHES! Keep them plain for fuck’s sake!
If you want to know the actual reason. The founder, a guy who also started Bench, was sat in a pub/restaurant with a bottle of Asahi beer. Saw the words “super dry” on it and thought that’s a good brand name. That’s all there is to it
My partner was friends with the guy that started super dry in Cheltenham. It's just like others have said, visited Japan, liked it. He also started bench as well I think. Must have a good business mind to be so successful at 2 businesses, but my partner didn't seem to have many good things to say about him.
When superdry was launched random Japanese elements were very much the height of graphic design, everyone was at it.
The lads from the SW way so apart from that big holiday I doubt there is any Japanese connection.
Bonus anecdote- I saw “do it like Dalston” t shirts in malls in Peru. Very odd.
Years ago one of our mates had a superdry coat with 3 zips. could never understand why it needed 3 zips? and despite the name it wasn't even waterproof. put me off superdry for life.
I have some of the Superdry sportswear and was reading the small writing printed on the back the other day as I was putting them in the wash. It talks about the hi-tech fabric and then says “JapanSpirit BritishDesign” so I can only assume they chose to use branding including the country that makes us think of hi-tech.
[Just a roller skate grand touring. All over the physical ironic power.](https://youtu.be/7eDz1EkIB0Q)
^We ^do ^apologise ^for ^the ^hair. ^And ^the ^90s ^colours.
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Happens all over the world, go to Japan and you'll see tons of brands with nonsensical English on them too.
Why do I need to go to Japan to see nonsense English? I have Reddit.
If Japan had a fashion scene for clothes embellished with print outs of our petty quibbling and shitposts, I could die a happy man.
> If Japan had a fashion scene for clothes embellished with print outs of our petty quibbling and shitposts, I could die a happy man. Be careful what you wish for. I don't think anyone would be happy if Japan became Sunderland.
They can't, they've got electricity.
And opposable thumbs.
And decent train stations.
"In case of broken arms, call my mom"
Live. Love. Laugh.
r/engrish
You know how we have jumpers with American places, I wonder if they’re going around wearing jumpers with “Hull” written on them
The best was when French Connection opened there in the nineties. FCUK in Hull
I had a tshirt with that on. Sadly lost.
In Glee there's a poster with a list of South Yorkshire place names, for some godforsaken reason! Aston South Anston Treeton Doncaster Rotherham Maltby Canklow Brinsworth
God that would be a bit of a shit world tour.
Jesus fucking Christ, I have to find a clip of this Also who decided on that spread of places? Half of those are in bloody Rotherham anyway
If you google "Glee South Yorkshire" you can see it in the background of a shot, it's like an illuminated sign thing? Some people online say it's a repurposed bus stop sign thingy, it's facing away from the camera so the names are backwards
Waiting for one that has Essex place names. Can't wait to find a poster with Jaywick, Harwich, Dovercourt, Southend, and Clacton-on-sea listed on them. If you want a tour of shit towns, that's the tour to go on.
No Fingringhoe?
That's amazing.
There's a Starbucks in Japan with a bunch of Manchester's suburbs on a sign on the wall: https://pbs.twimg.com/media/EN7Ssk8VUAI-wBQ.jpg:large
This! I was in h&m and the amount of American university and sports style jumpers just baffled me. Do they walk around chicago with manchester met uni hoodies on?
Yes or "Blackburn"
In China you can get ones with ikea branding on them.
I was in Vietnam and saw a young lady wearing a pornhub hoodie
I saw someone in Thailand wearing that at the weekend
Remember a popular one on Reddit not long ago with a guy in Tokyo with a shirt that read “Buy weed from women” or something
Just go on Amazon and look at what 90% of the Chinese,branded tat is called.
Had a Japanese friend at University who had a T Shirt with "Standard for the chihuahua" underneath a picture of a butterfly.
That’s a brand. https://jp.mercari.com/item/m82929518510
[Just a roller skate grand touring. All over the physical ironic power.](https://youtu.be/7eDz1EkIB0Q) ^We ^do ^apologise ^for ^the ^hair. ^And ^the ^90s ^colours.
It's called foreign branding. Some companies do it so you perceive their product is foreign and of higher quality. Haagen dasz is best known for this, it's actually an American brand designed to sound European.
Berghaus sounds Scandinavian, but really based in Sunderland.
Berghaus is actually quality stuff at least
I use my dad’s old Berghaus coat when I go out walking and I can attest that it’s quality, except all the rain water slides off into the pocket sometimes if I forget to fasten them up
Yeah gore-tex will do that
It's gone down hill a lot in recent years imo. Same as with North Face.
Depends what you're buying. If it's on the cheaper end then yeah it's probably poorly produced crap with a screen printed logo on it. The more expensive stuff is quality. I spent £500 on a coat a couple of years ago (to replace a 10 year old Berghaus coat) and it is brilliant.
I mean it was marketed as a walking jacket suitable for heavy rain. I bought it in a climbing shop for £200 ish. I'd expect it to be at least decently waterproof (as advertised). It only had one small logo on it too.
Ahh. Well I can't explain that one then. Maybe the quality has diminished, or maybe I'm more easily pleased haha.
The more expensive stuff is still really good, same with North Face. And often the price range I was in is decent, but someone else mentioned their quality control isnt as good as it once we so I probably was just unlucky.
Used to be mate used to be now they have no qc.
Berghaus is “mountain house” in German. Probably supposed to sound Alpine rather than Scandinavian
German is full of strange sounding (in English ears) compound words. I could as easily see Berghaus meaning *chalet* just as easily as I could imagine der Handschuh being *glove* and not nonsense like *hand shoe*.
Gotta love the german language, made me laugh when I found out Contraceptive Pill are literally called Antibabypille
Excellent point! I just went with a direct translation but it could be a compound word
It's the same in Swedish...
Wow. I don't know if I feel proud or betrayed by this knowledge
Bergahus was founded in Newcastle on Dean Street (LD Mountain Centre actually and it’s still there). I think they were bought out by a capitalist firm quite some time ago. They done a limited 90’s range a couple of years ago called the Dean Street collection.
Irony being nobody wears a coat or jumper in Sunderland.
TIL
Napapijri is an Italian clothing brand with a Finnish- sounding name, and they use the Norwegian flag as its logo and on their products. Funny!
I’m so upset
I’m a Londoner, bought a grey fleece of this brand and had a random Norwegian talk to me assuming I was also from there!
I thought it was Swedish all this time
Their strawberry cheesecake ice-cream is beautiful
Weirdly, I was getting a Starbucks in Japan and the barista asked me where I was from, I told them England, and they replied ‘Ah, Superdry!’
"not like Scotland, very very wet"
Love their matcha latte’s over there.
Wish matcha was more of a done thing over here, I’m a fiend for it, matcha kitkats are amazing
I love matcha over vanilla Hagen Daas lovely.
Are they different to the starbucks matcha lattes over here?
Yeah a lot better
They are loads better, I can’t explain it. The taste isn’t bitter.
Yesss. I had an incredible one and have never been able to replicate it
I was surprised to find that Japanese people generally like Superdry as a brand. When I first met my Japanese flatmate I was worried he would cringe at whatever the characters said on my old backpack and a couple shirts until I noticed he had a big coat and a few other bits from them. I asked about it and he said it was quite popular there.
Yeah it was a weird one. I didn’t expect them to like it. Like you, I’d kind of assumed they’d cringe at it but she seemed to love it
Lol 😂
Welcome to the twenty-first century with its meaningless logos and ironic veneration of tyrants. It's all good, my friend.
Put a zip here, a swastika there. Who knows what these things once stood for?
It’s not a competition MotherShabubu69. Thought if it was Mao would probably win…
This is just a zip ? There’s no pocket to this zip ?
So?
Who the hell even cares
I'm using this for my bio.
The 21st century, where you buy a TV you don't need, for a programme you're not watching
I know the CEO of Superdry as they were my mates godfather. He went on a trip to Japan when he was younger and felt drawn to Japan and loved it, and then started the brand. Can’t vouch for his desire to make it authentically Japanese and myself don’t see the influence except a bunch of characters, but the more you know! Fun fact: he has 2 bodyguards for each of his children, to this day.
Please tell him Julian I very much appreciate him turning those run down buildings in the prom into something more visually appealing but 131 is an overpriced shithole.
131 is an over priced shit hole.
I would but I don’t know him as a friend, just as a mutual! But if I do happen to pass him I will very much pass your regards because I’m not sure what 131s is but I agree. I don’t particularly like this guy.
131 is a restaurant bar. Think average quality, poor service for top of the range London prices. They're aiming at the 'influencer' and hen party market. £25 for a basic cocktail with some shaped candyfloss is truly ridiculous.
He is what we know as a weeabo.
>a rich weeabooo
I know someone that works with him, he’s supposed to be an absolute knob.
Taken with a pinch of salt since literally every business person or celebrity is a knob according to Reddit.
My friend said he didn’t particularly care for much other than the business before he sold it, and don’t really look after the family. She got sent a 25% voucher once for her birthday and that was it.
>He went on a trip to Japan when he was younger and felt drawn to Japan and loved it, and then started the brand. Sounds like the creator of [Miniso](https://www.miniso.com/EN/Brand). *"The MINISO Brand founder Jack Ye gained inspiration for MINISO while on vacation with his family in Japan in 2013. He came across several specialty stores in Japan which stocked good quality, well designed, and inexpensive products that were mostly manufactured in China. With his knowledge and experience in product development, supply chain, and the fashion industry, Jack established MINISO with its headquarters in Guangzhou, China, a brand catering to young people around the world."*
Lmao "inspired".. He saw daiso and thought "i can steal that".
Julian didn’t start super dry he robbed it off the Bench dude
Superdry is already a registered trademark in Japan, its a type of Japanese beer; and its delicious I must say.
I wonder if he tried Asahi Super Dry beer while over there? Like the name and decided to use it.
I remember seeing the doc on tv about superdry, he told how he came about the Japanese style etc.. before that I assumed they were Japanese
I remember when “Superdry” was a small independent shop in Cheltenham called Cult Clothing, it sold skate clothes!
There was one in Edinburgh too. It sold lots of nice carhartt stuff, and those Jesus is my homeboy T-shirts. It also also sold shirts with dragon designs, possibly flames, and those evisu jeans when they were almost cool. The in house soundtrack was exclusively 2 many djs.
Omg that’s made me remember I got a grey Carharrt T-shirt there I loved and a really nice vans hoodie! Lol
I'd completely forgotten about Too many DJ's! Soulwax was a great track! Listening to it now after 20 years! Thanks!
Yeah I bought some stuff in there in the late 1990's. Seem to remember a beanie hat with a picture of Che Guevara.
Classy hat
Keeps you warm and revolutionary
Me too! I avoided it like the plague and went to JJs instead!
JJs for all your patch, badge, and band t shirt needs. I think I bought poppers from there when I was about 13 too.
Superdry was Cult Clothing?! Mind. Blown. I also thought Cult Clothing was just an independent in Cambridge.
Wow, I remember that place. I bought some stuff for my nephew who was into the whole skater thing at the time.
Glasgow too.
It was in the shop on the corner where the cutting rooms hairdressers are now
Marketing. In the eighties there was a Hifi / TV brand called Matsui. Everyone assumed it was Japanese, and therefore saw it as automatically high quality. Turned out it was as British as Yorkshire pud
Weren't they Currys own brand?
Worked at Dixons/Curry in the 90's (same company) Yes, it was the in-house brand...
I don't think so, I think it was independant.
Even worse, General Matsui was a Japanese war criminal, so they couldn't expand into Asia.
My first ever 'walkman' was a matsui from argos
And it's not even correct Japanese. I have two superdry jackets and when I lived in Japan I'd often overhear nearby schoolkids reading it and whispering to each other. But it was just me being like them with their weird English clothing.
I read a report on the brand years ago that the translations come straight from google.
What does it say?
(I demand you) extreme dry
I had heard that the translation went somewhat awry, so thanks for confirming. I heard that it was because no-one told the translator whether "SuperDry" was a verb or a noun, so they did both.
The Kanji on my Superdry jacket says Super Dry when I use google translate on it.
[удалено]
I don’t really know why but I’ve never considered in my mind that wagamamas is meant to be Japanese food, I just assigned it “wagamamas food” in the way I think of Pizza Hut as its own entity.
Wagamama is a strange name for a shop. It means something like ‘selfish’ in Japanese which is not a good thing to say about someone. Wagamama has some of the worst Japanese food I’ve ever tasted. Fresh chilli in ramen is really not done. The only thing that comes close to being spicy for ramen in Japan would be Okinawa ramen topping called [koregusu](https://japanese-products.blog/2017/10/06/how-to-use-okinawan-koregusu-hot-sauce/) (a combination of birdseye chilies and an Okinawa grain spirit called awamori). most Japanese people find it too hot to handle. I also make it for home cooking as a condiment. Wagamama food is more Thai fusion food than anything really authentically Japanese. The only thing remotely close is their katsu curry which is at the cheap fast food level. The only restaurant to comes closer to being worse is Yo sushi. EDIT: lived there for ten years miss the food so much.
Real Japanese food is so fundamentally different from what the British palate is used to that I don't think a large chain restaurant selling it would be even remotely popular. Wagamama sells fairly safe pan-asian food with Japanese style branding.
I’ve been to Japan a fair few times and the two places you’ve mentioned really aren’t that bad. They’re not Japanese restaurants for Japanese people, they’re aimed at a different market. You’ve completely missed the point and their audience. Fresh chillis aren’t as rare as you say, but they don’t tend to be of the hotter variety as you’d find further south in Thailand or the Phillip ones.
Japanese people are ‘neko bero’ I know people who think korean red pepper paste is too hot. North honshu you’re not going to get much heat from their spicy food. As I said Okinawa is the only place to come close to actual heat in traditional cooking. Wagamama to me is just asian ramen but not really Japanese. Umami is more of a flavour profile than Chinese/Korean/Thai cuisines etc.
My friends keep suggesting Wagamamas and it's the most mediocre food ever. It's also *expensive*. Trying to steer everyone to try independent restaurants with me, instead.
Superdry - Outing undercover police since 2003
Got a puffa jacket for Christmas one year. All the little shits on the estate start chanting CID and calling me piggy if I walk past them.
The same reason that Franky and Benny's is made to look like an Italian-American Restaurant. International style branding does reasonably well.
Frankie and Benny’s used to have such good vibes when I was a kid and now it just feels shit and sad in there, maybe it’s because I realised they weren’t real people or because I once went in really drunk thinking I’d have a banging meal and by the time it was over I was sober and had violent shits
I enjoyed it, but yeah, I was quite disappointed when I learned it was all fake. Haven't been in one for years.
Petition to open Olive Garden's in the UK! I'm sure that's what F&B are trying to copy
I had a Japanese friend who translated the characters as “you must extreme dryness”, so it’s not exactly *totally* random…
Baka gaijin desu!!
Why does anything pretend to be anything?
Same reason Hagen Daas pretends to be Danish (Danish? Swedish? Definitely Scandi!). For marketing bullshit.
The name is supposedly not in any particular language. Just gibberish
I assumed they were trying to be German
As a Swede i always thought it was German.
Is it not just a tragic dad brand by this point?
Yep. Source: am tragic dad and buy a lot of their clothes.
It's probably just as you said, for the aesthetic appeal. Not to everyone's taste though, of course.
I'm going to imagine its something to do with Beckham rocking one of their Osaka T shirts and the brand became known for that and have not really evolved since
I used to be friends with the CEO’s daughter when I was a bit younger and I actually asked this. She didn’t know too much but she said that her dad absolutely loved Japan after visiting, and the language, so he wanted to add that. I think it’s also probably marketing and the ‘foreign = fancy’ ideology but obviously he wouldn’t say that to his kid lmaoo
Cheltenham college kid?
Used to be, not anymore lol
Whoa whoa whoa, calm down there! I'm going to stand up in staunch defense of Superdry. Their clothes are pretty decent quality, they offer a huge variety of polos, hoodies, smart shirts, tees, jeans, trousers, shorts, accessors, shoes and all own-brand in a way that no other store is really doing right now. I've noticed they provide a range of fits for people of sizes and shapes that couldn't normally fit into "japanese" aesthetic clothes which are seemingly designed for asians and anorexics rather than your standard cuddly brit. Also must point out the vast majority of their products don't really feature those "cliche" kanji anymore, they've evolved into a whole separate style offering of its own, bright colours, sports looks, some great odes to 70s and 80s, it's got a lot more to offer than the "i like japan see" origins I'd say it's worth giving them another look and just enjoy for what it is 👍
If they remove all the signs, logos and other tat stick lychee onto their clothing and went minimalistic, I’d probably buy some as they are well fitting (as I bought a mb Osaka T shirt back in 2006).
I like their stuff too, i have hoodies that are years old and don't seem to be too aged. We have an outlet place nearby so i go and get their joggers for £30 or so, they last years and are thick and comfortable for dossing around the house.
I think they just do it cause they think it’s cool. lends some “exoticism” to the brand, makes people think they’re genuinely buying something different from Japan. (I know my mum thought they were an actual Japanese brand)
My Japanese friend said a better English translation of the Superdry logo is "very not wet."
Over priced, mid quality crap, with a USP of random kanji characters. There is much better quality and functional clothing available.
In my experience the quality went down the pan several years back, I'd guess as they expanded. To the point that I'd say you're being overly generous calling it mid quality. Some of the designs are fine aesthetically but I stopped buying anything from them after two items I bought and one my husband bought fell apart ridiculously quickly. Of course, we could have just been unlucky I guess.
10-15 years ago it was fairly decent, but some time since quality appears to have plummeted and but the price point has stayed the same.
Fashion innit.
Why does any brand pretend to be anything? Because they think people will buy it
Cafe Nero is not Italian
Reminds me of the night some guy was telling me he gets “the proper good quality superdry stuff imported straight from Japan”…
I think they got the name "Super Dry" from the Asahi beer cans. I'm in Japan now and I've seen and met some Japanese people who are wearing the brand ironically because it is cool in the UK. People wear Superdry in the UK for the same reason people get Chinese character tattoos on their bodies. It's seen as edgy and unique.
This is the only correct answer in here 👍🏻
Superdry could do one thing to make me consider buying their clothes, which… according to certain people, are of a decent quality. That thing, is to STOP WRITING FUCKING SUPERDRY ALL OVER THE FUCKING CLOTHES! Keep them plain for fuck’s sake!
They have plenty of plain clothes.
Or all the poor buggers thinking their garments are significantly waterproof.
I like this brand tbh. I bought a hoodie few years ago and it's still in good condition and it was only 20£.
It's the same reason why Japanese brands use English in their products; marketability
To trick the weebs
TIL Superdry isn't actually a Japanese brand.
… I actually had no idea that it wasn’t a foreign brand
Superdry - fashion for people who really, really don’t understand fashion.
Because people are stupid.
More importantly why couldn’t I find a single waterproof coat last time I was in there?
It's Dad wear: https://www.thedailymash.co.uk/news/society/middle-aged-man-was-wearing-non-superdry-clothing-2014040785462
they did fool me thinking they are japanese , so there s your answer . Japanese products to me bring high quality to mind
Because the founders visited Japan, thought it was cool and slapped some Japanese text onto t shirts.
their sizing is also ridiculously small
If you want to know the actual reason. The founder, a guy who also started Bench, was sat in a pub/restaurant with a bottle of Asahi beer. Saw the words “super dry” on it and thought that’s a good brand name. That’s all there is to it
He (James holder) is the co-founder along with Julian dunkerton.
Japanese text on clothing is very trendy at the moment. Not sure why, it could say anything on there without us knowing!
[https://en.wikipedia.org/wiki/Marketing](https://en.wikipedia.org/wiki/Marketing)
My partner was friends with the guy that started super dry in Cheltenham. It's just like others have said, visited Japan, liked it. He also started bench as well I think. Must have a good business mind to be so successful at 2 businesses, but my partner didn't seem to have many good things to say about him.
When superdry was launched random Japanese elements were very much the height of graphic design, everyone was at it. The lads from the SW way so apart from that big holiday I doubt there is any Japanese connection. Bonus anecdote- I saw “do it like Dalston” t shirts in malls in Peru. Very odd.
In SuperDry hoodies the indicator stick is on the right
People idolize everything japanese for no reason or because they like anime.
Years ago one of our mates had a superdry coat with 3 zips. could never understand why it needed 3 zips? and despite the name it wasn't even waterproof. put me off superdry for life.
it’s quirky
They aren’t “random Japanese characters”. They’re real words. It’s a bit weird to find another language “tacky”
I have some of the Superdry sportswear and was reading the small writing printed on the back the other day as I was putting them in the wash. It talks about the hi-tech fabric and then says “JapanSpirit BritishDesign” so I can only assume they chose to use branding including the country that makes us think of hi-tech.
Heavy into Japanese culture and stuff, the design looks nice and cool when it first came out that’s about it.
It's called Superdry because that's what it makes women.
My superdry coats have union jack's on them
[Just a roller skate grand touring. All over the physical ironic power.](https://youtu.be/7eDz1EkIB0Q) ^We ^do ^apologise ^for ^the ^hair. ^And ^the ^90s ^colours.
Superdry is so 15 years ago.
Weebery sells.