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18.10  SATYATARUNA WOTAN  
Superdry
www.superdry.co.uk

Alan forwarded me a link to a British apparel company called Superdry.

We are certainly not experts on the subject of brandnaming, but "Superdry" automatically equates to anti-perspirant or deodorant in the world of marketing (Back us up on this, Steve!).

The phrase 極度乾燥(しなさい) is very strange in Japanese, especially with しなさい in parentheses.

It seems like someone was told to translate “Superdry” into Japanese, but the translator could not decide whether it is supposed to be an adjective meaning “extremely dry” or a sentence meaning “dry extremely well” so they just fudged it and left the imperative form しなさい [shinasai] in parentheses, indicating their uncertainty.

It is just so random that this uncertain translation was immortalized in the logo without any subsequent editing.

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Reviewed by SATYATARUNA WOTAN
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When a country has conjured-up one of the most amazing styles of body art around, how on earth can it be so idiotic as to ban it? This is a question that tattoo enthusiasts have been deliberating over for a number of decades now, but luckily for us, this style has broken out of the Far East and has made it to our shores.

Japanese tattoo designs really do make for some of the most impressive pieces of body art you are ever likely to see; Fact! The use of color and black and grey shading will grab anyone's attention and as this style is so versatile, it will look great when applied to any part of the body.

One of the main central themes is dragons. These legendary beasts always include very detailed work: literally down to the last scale on the dragon's body. The dragons will often be colored with very vibrant shades which will then be surrounded by plenty of panelling or swirls. A black background helps to make the central feature stand out.

Other popular features include Geisha girls and coy fish. Coy fish look especially great as a forearm piece and are even more effective when surrounded by Japanese wave patterns. Include some water lilies within this design and you will have a fashionable and awesome Japanese piece to treasure.

Traditionally, before the style of tattooing was banned in Japan, body art was often taken to the extreme of a complete body suit. As it is becoming more and more acceptable to get heavily tattooed today, many people turn to these styles for extensive work.

Japanese designs are very masculine in appearance and usually make for the best larger pieces. They can be found as smaller designs and always look better on men. If you are looking for a feminine piece, it is usually a good idea to dispense with the extensive background panelling.

There has been a phenomenal growth of traditional Japanese tattoo designs in the past few years. It used to be that tattoos were relegated to the Yakuza or Japanese gangs and the criminals in the society. Just the site of a tattoo used to and still can strike fear into people. However, Japan is a rapidly changing country and they are starting to see the value in tattoos and more and more people have a deep respect for them. For most tattoo artists and tattoo enthusiasts alike Japanese designs have always been sought after. Here are some Japanese tattoo meanings and design ideas to help give you a guide of some possibilities if you are interested in getting such a design.

Cherry Blossom Tattoos

For the Japanese the cherry blossom is seen to represent life itself. The flower is a thing of great beauty. It is strong in that is pushes itself and blooms in harsh conditions and climates and often comes out when the snow is first melting. Yet it is paradoxically fragile at the same time. It is fragile because it will only last a few days and then it will fall from the tree and land in the snow. The Japanese view this as a representation of life itself. Life should be lived to extreme beauty and everyday should be lived to it's fullest. Yet one must always be aware of the possibility of death and therefore with the eventuality of death live life even more fully. This is a great tattoo and a symbol that is laden with powerful reminders and a great guide to how each individual should live their life.

Koi Fish Tattoos

Koi fish are probably the second most powerful symbol in tattoo designs in general but also fro the Japanese. Koi fish can been seen in front of almost every temple throughout Japan. The myth states that the Koi fish swim back up stream against the current to eventually read a bridge or a gate. If they can make it to the gate they are turned into dragons and magically fly away to start a new life. The symbolism behind this design is one of perseverance which is a very deep and important concept for the Japanese. In fact they have many more words to describe perseverance, effort and sticking with something in the language then we do in English.

Samurai

Samurai of course lived by the code of Bushido. There is not enough room here to full explain the code of Bushido but it deals with living life to the fullest, being prepared to die in service and being loyal and strong. The concepts of Bushido are pretty much at the heart of all Japanese values and morals and also what is taught to most young kids over and over again through stories. You could say the code of Bushido is the heart of the Japanese culture and beliefs. Samurai's and samurai tattoos of course are the best symbol of these beliefs.