In 2003 Superdry was founded, and the brand has been immensely popular over the years. The T-shirts with graphic and vintage prints are seen everywhere in the UK. The logo has become very recognisable, and everyone knows what Superdry clothing looks like. Yet a lot remains unknown about this brand. That’s why we collected 8x fun facts about Superdry.
#1 The roots of Superdry are in the UK
Most people think that Superdry is a Japanese company, but that isn’t the case. The company was founded in the UK, and had nothing to do with an Asian country. Because Superdry combines American and Japanese graphics for their clothing, but processes them in a British way, most people link the brand to Japan. Funnily enough there are no Superdry shops in Japan!
#2 The name Superdry was created in a bar in Tokyo
During a brainstorming session in a bar, founders Julian Dunkerton and James Holder looked at thousands of food packages and local shops. Apparently, all Japanese packages had the word ‘Super’ on them. From there, the inspiration for the name Superdry was born. When Holder went back to the UK he decided to give the brand a Japanese touch and added some Japanese signs.
#3 The signs 極度乾燥（しなさい) mean having a dry sense of humour
These signs are part of the Superdry logo. Anyone who can’t read or speak Japanese has always questioned the meaning of these signs. Luckily we can reassure you that you haven’t been walking around with ‘I love sushi’ on your chest. Critics think it’s a horrible translation, since this text is not used in Japan. They say the word was simply run through a translation website, or that the founders just used a dictionary.
#4 The Superdry Brad Leather Jacket that David Beckham wore became very popular
In 2007 the former professional football player was seen wearing this coat which only cost £175 back then. Within days everyone just loved this fashionable item. The Superdry Brad Leather Jacket is still sold up to today, but now it costs you around £300.
#5 In 2015 Superdry collaborated with Idris Elba
The British actor you know from films like Luther and Fast & Furious Presents: Hobbs & Shaw, collaborated with Superdry for a unique collection. The collection consisted of no less than 250 pieces! Especially this collection’s cool motor jacket became a straight one hit. In addition to designing, Idris Elba was also part of the associated campaign.
In an interview he had with the newspaper The Telegraph, Idris Elba said designing the collection was a dream come true. According to the actor, the collaboration with Superdry made it possible to influence the way people dress.
#6 Superdry has 768 locations in 65 countries
Of these there are 245 own shops in Europe (including the UK), 497 are franchise shops and 26 concessions. Superdry also has 21 international webshops from which they supply to customers in more than 100 countries worldwide.
Superdry is not only sold in the Superdry web shop. Other retailers like Amazon sell it as well.
#7 Superdry originated from the brands Cult Clothing and Bench
Co-founder Julian Dunkerton started off with a stall on Cheltenham market in the Eighties. This grew into the brand Cult Clothing that was known for its alternative and vintage clothes. Meanwhile, other co-founder James Holder set up the skate-brand Bench, until the two met each other in 2003. Together they were inspired during their trip to Tokyo and founded the brand Superdry.
#8 Superdry has nothing to do with the Japanese beer brand Asahi Super Dry
After Superdry was founded, many people thought the brand was related to the eponymous beer brand. Mainly this was because of the Japanese signs in the logo and the similarity to the brand image. That was just a coincidence, according to the founders. When they came up with the name, they had no idea that a Japanese beer brand existed with Super Dry in its name.
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