Superdry.極度乾燥(しなさい)

Superdry plc is a British international branded clothing company, and owner of the Superdry label.

The company's products include frequently meaningless excerpts of Japanese text, inspired by the common Japanese practice of placing decorative English text on items to increase their fashionability and appeal, a phenomenon known as Engrish.

The company explained to a Japanese television crew in 2011 that they deliberately use simple machine translation to generate Japanese text, and that they are aware that the texts often have no meaning.

The Japanese text incorporated in the brand's logo—極度乾燥(しなさい) (kyokudo kansō (shinasai))—literally translates as "Extreme dry (Do it)", the text in brackets being due to the translation software used offering alternatives depending on whether dry is intended as a noun (e.g., super dryness) or an imperative, (e.g., dry this shirt out).