Saturday, May 30, 2009


Alan forwarded me a link to a British apparel company called Superdry.

We are certainly not experts on the subject of brandnaming, but "Superdry" automatically equates to anti-perspirant or deodorant in the world of marketing (Back us up on this, Steve!).

The phrase (しなさい) is very strange in Japanese, especially with しなさい in parentheses.

It seems like someone was told to translate “Superdry” into Japanese, but the translator could not decide whether it is supposed to be an adjective meaning “extremely dry” or a sentence meaning “dry extremely well” so they just fudged it and left the imperative form しなさい [shinasai] in parentheses, indicating their uncertainty.

It is just so random that this uncertain translation was immortalized in the logo without any subsequent editing.

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