Ametora: How Japan Saved American Style
Ametora: How Japan Saved American Style by W. David Marx explores how Japan transformed classic American fashion. The book traces Japan’s journey from imitation to innovation, revealing how Japanese brands have perfected iconic American garments. A must-read for fashion enthusiasts.
Ametora: How Japan Saved American Style by W. David Marx is an eye-opening exploration of how Japan embraced and redefined traditional American fashion. Over the last two decades, Japanese brands like UNIQLO, Kamakura Shirts, Beams, and Kapital have set the global standard for "authentic" American style by producing high-quality versions of classic American garments, a phenomenon known in Japan as ametora ("American traditional").
Marx, a cultural historian, traces this unlikely journey back 150 years, from the opening of Japan's ports by Commodore Matthew Perry in 1854 to today's fashion exports that have reshaped the menswear world. Updated with a new afterword, the book reveals how Japanese designers and innovators have not only mimicked but perfected iconic American staples — from denim jeans to Ivy League blazers. It captures Japan's unique "copy to innovate" philosophy, where learning by imitation leads to mastery and reinvention.
With vibrant photos and quotes from key figures in Japan’s fashion evolution, Ametora offers a fascinating look at how a once "style-less" nation became a global trendsetter. For anyone passionate about menswear or curious about the cultural exchange between East and West, this book provides fresh insights into why Japan continues to captivate us with its take on American style.
W. David Marx is a writer on Japanese fashion, music, and culture. A former editor of the Tokyo" New York street culture magazine Tokion, his articles have appeared in GQ, Harper's, The Fader, and Nylon. He holds a bachelor's degree from Harvard in East Asian Studies and a master's degree in business and commerce from Keio University. He lives in Tokyo.
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