Superdry

What we love…

• Our love for Japan is pretty obvious, it's one of the coolest cities on the planet, and it's clear the owner of Superdry, a British company that covers their apparel with Japanese phrases, would have to agree.
• Inspired by a trip to Tokyo in 03 James Holder (former owner of the label Bench) teamed up with Julian Dunkerton to create Superdry. The idea was to incorporate Holders love of Japanese graphics, with Dunkerton's love of Americana. The brand favored a tailored, fitted silhouette, and bold graphics, which is shown well in their first tee—the Osaka 6 t-shirt. Today it's common to see the button-downs, graphic tee's, and denims on the backs of just about every 6th person you encounter.
• Celebs seem to gravitate to this label as well, further fueling it's popularity. The Brad Leather Jacket is their number one seller, worn once by David Beckham it skyrocketed in sales and became coveted by teens all over the world. Both men and women shop here, and often the unisex pieces cross over blurring the lines between men's and women's wear.
• The original Superdry logo said 'sunglasses company' in Japanese, and was spelled incorrectly. Since the brand is now sold all over the world it's been changed to say 'kyokudo kanso (shinasai)' which means 'maximum dry (do)' in Japanese. This might sound strange, since it doesn't really make sense, but just as English is badly translated on Japanese streetwear garments it's clear that no one who natively speaks the language was consulted on the development—or maybe they just don't care.

• Superdry was one of the first fashion brands to label USB memory sticks, which has become popular with just about every brand these days.