Despite the global recession, the hip British fashion brand Superdry has seen sales double in the last year, the New York Times reports. There's a new Superdry store in New York; other stores are scheduled to open in San Francisco, Las Vegas, and Miami. In March, Superdry's parent company, Supergroup, became "the first retailing company to list shares on the stock market in Britain since the financial crisis started in 2007."
According to a Wikipedia entry, Superdry was founded in Cheltenham, England, in 2003 as "Laundry Athletics." The Times's Julia Werdigier writes that the current name was coined by the brand's co-founders, Julian Dunkerton and James Holder:
The Superdry name is the result of a brainstorming session in a Tokyo bar after the two men collected “tons of packaging for food and from shops,” Mr. Holder said. “We looked at it and everything was ‘super’ this and ‘super’ that. That inspired us.”
Back in Britain, Mr. Holder gave his designs a Japanese touch by adding the words “super dry” in Japanese letters above the English name to create the fashion label’s logo.