Superdry is a brand invented in Cheltenham by Julian Dunkerton a rag trade entrepreneur, the Japanese writing, generally meaningless, he just thought it looked neat.
Probably more like stoke trying to palm off using an off the peg design shirt rather than a custom made one. UEFA have had a rule like this, it's not been consistent, and it's never been implemented in the U.K.. Southampton did once produce both a striped back and plain white back kit one year...
We did it at the end of the 2009/2010 season
http://www.oldfootballshirts.com/en/teams/b/brighton-and-hove-albion/old-brighton-and-hove-albion-football-shirt-s17694.html