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What is the story behind the strange Japanese slogan for Superdry: 極度乾燥しなさい?
Yes, please.
The slogan 極度乾燥しなさい, pronounced "Kyokudo kanso shinasai" in Japanese, roughly translates to "Extremely, stay dry." It was created by Julian Dunkerton, one of the founders of Superdry, who was inspired by a trip to Tokyo where he saw a sign with a similar message.