Super Dry Lost in Translation 05

Whenever I go shopping for some fashion item, if there are any words, phrases or sentences written on it, and especially if it is in a foreign language, I will check if it is grammatically, orthographically, semantically correct. There are just so many incorrect words and phrases written on fashion items, and walking around wearing those items is like telling the whole world what an idiot you are. You go and walk around Shibuya, the youngsters' favourite hangout town in Tokyo, and you would see so many confusing, funny words and phrases, most of them in English. Lost in Translation.

I am reluctant to wear any items with incorrect writings, but one UK clothing brand changed my frail policy; Super Dry 極度乾燥（しなさい）.

The name of the store written on the shop facade absolutely shattered me to pieces with laughter. The Japanese written above "Superdry Store" is a literal translation of "super dry", but it is written in imperative form. It is not in a noun form, it is telling you to "super dry yourself!" (as if we were always wet all over!) 

It is said that the designer of this fashion brand once came to Japan and was inspired by the words and the design of a popular beer of a Japanese brewery company ASAHI.

Unfortunately, the fashion brand "Super Dry" has not come to Japan yet because of the trademark infringement with ASAHI.

When I saw the products of Super Dry, my heart went wild. Logos, labels, T-shirt designs all had confusing funny Japanese written on them. Where the hell did they collect these hilariously non-sense Japanese!! And you see the fashion models on the posters posing so cool, but on the T-shirt it says in Japanese 「堅い天候会社」meaning "tough weather company".... whatever that is...

And in town, you see these fashionable young people dressed really smart, but the Japanese words written on the shirts or jackets are so funny; "highly lubricated" "for staff use only" "Osaka super winner".

I decided to buy some T-shirts and take them back to Japan. I proudly wear these T-shirts with funny Japanese on them, people would always take a double look at what is written on it. It satisfies the little prankster that is inside myself. 

It makes a difference to know or not know what you are wearing.