How to style the off-duty look Superdry is launching their store in Hay Street Mall, Perth on3 November, and I’ve teamed up with them to show you how to style your perfect off-duty look. For those who are hearing about Superdry for the first time, you are forgiven for assuming, as I once did, that the brand is a Japanese import. In fact, Superdry is British owned and American vintage styling inspired, and its ties to Japan go as far as its incorporation of Japanese typography in its designs, which, being the result of deliberate machine translations, is proudly conceded by the brand as actually making no sense. Even the ostensible Japanese translation of ‘極度乾燥(しなさい)’ (kyokudo kanso (shinasai)), with the literal meaning of ‘Extreme Dryness (do it)’, would, in its abrupt nonsensicalness, dumbfound the Japanese. Despite occasional digs at the brand by Japanese speakers, a look a little further reveals Superdry’s rather intellectual ribbing of the very practice of cultural appropriation. In this multi-layered send-up, no one is spared: the Japanese speaking observer, who would surely love to throw a stone or two, but is reminded of their residence in a glass house of the disastrously hilarious uses of ‘Engrish’; the western consumer, that sports […]
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