Just found out that another popular brand with a Japanese name: Wagamama (我が儘) means selfish or egotistical. What a great name for a Japanese restaurant! No wonder I never see any Japanese in there!

Kewickviper wrote:

Just found out that another popular brand with a Japanese name: Wagamama (我が儘) means selfish or egotistical. What a great name for a Japanese restaurant! No wonder I never see any Japanese in there!

Hmm.. I feel like I hear Japanese people use わがまま in an almost positive way sometimes? Whereas "selfish", on the other hand, can never be used without it being negative, right? Perhaps "willful" or "getting one's own way" makes more sense in the context of a restaurant name?

Yeah, reverse Engrish. I doubt that that either the CEO (Julian Dunkerton) or Chief Designer (James Holder) have even spent time in Japan, or you'd think they'd mention that somewhere in their bios to justify the inspiration.

But hey, some of their clothing designs are pretty awesome. Jeans and shirts especially. They even have the quintessential "Japanese characteristic" in that they often don't come in the right size for a 1.80m white guy like me. But I don't wear a bag or jacket with the 極度乾燥(しなさい) logo... although the GF does and I'd ask her to leave the bag at home next time we go to Japan.

It's a pity that Japanese fashion designers almost invariably opt for Western writing on their designs. I think there's a niche to be filled by a Japanese or Taiwanese designer.

Actually, they did spend time in Japan, and most of their designs are influenced by Japanese packaging design of the late 80s/early 90s.

That said, yes, "(Please do the) Extremely Dryness" is a pretty terrible slogan, in Japanese or English.

I actually wear their dress shirts, because British designers cut their sleeves longer, meaning they fit my long arms without going to a tailor.