Superdry

Superdry: The “Japanese” fashion brand that most Japanese people have never even heard of

Recently, our Japanese writer P.K. Sanjun was visiting Australia on official RocketNews24 business when he noticed something odd. Every now and then, he would spot a person with a T-shirt or bag with incomprehensible Japanese written on it.

Originally thinking this was just the work of some bootleggers working a local flea market, P.K. was shocked to later learn that Superdry was a fashion brand that sells all over the world…all over except for Japan, that is.

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This squirrel is sub-par! More nonsense Japanese hits the fashion market

It’s already a well-known fact that terrible, nonsensical English (or Engrish, as the phenomenon is known) is found everywhere in Japan. For the most part, Engrish happens because many people just like the look that English print gives to their outfit and accessories, and really don’t give a second thought as to what it means.

But those from western countries are really not much better, choosing clothes or tattoos with kanji characters simply because they look cool, without really giving thought to what the characters themselves might mean. This unfortunately ends with poor souls who forever have the word “kitchen” inked on their arm, or a t-shirt that proudly proclaims the wearer is a beautiful fish.

Now, another western brand is stepping up to add to garbled Japanese to their threads with a fall line apparently dedicated to “bad squirrels”

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“Clever weather company!” Japan chuckles at garbled kanji on popular British clothing brand

SuperDry, the hugely popular brand from UK-based clothing company SuperGroup plc, has become the subject of great amusement here in Japan this week as photos showing numerous articles of clothing branded with nonsensical Japanese phrases show that it’s not just garbled English that exists in the world of fashion.

From sweatshirts pairing the words “Track & Field” with the Japanese characters for “Clever Weather Company” to shirts that randomly scream “Do iiit!” there’s plenty to keep Japanese speakers smiling, and for Westerners to beware of.

Welcome to the other side of the coin!

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