“Ametora: How Japan Saved American Style = アメトラ : 日本がアメリカ スタイル を救った物語 /” by W. David Marx.
Look closely at any typically “American” article of clothing these days, and you may be surprised to see a Japanese label inside. ... Google Books
Look closely at any typically “American” article of clothing these days, and you may be surprised to see a Japanese label inside. From high-end denim to oxford button-downs, Japanese designers have taken the classic American look—known asametora, or “American traditional”—and turned it into a huge business for companies like Uniqlo, Kamakura Shirts, Evisu, and Kapital. This phenomenon is part of a long dialogue between Japanese and American fashion; in fact, many of the basic items and traditions of the modern American wardrobe are alive and well today thanks to the stewardship of Japanese consumers and fashion cognoscenti, who ritualized and preserved these American styles during periods when they were out of vogue in their native land.
In Ametora, cultural historian W. David Marx traces the Japanese assimilation of American fashion over the past hundred and fifty years, showing how Japanese trendsetters and entrepreneurs mimicked, adapted, imported, and ultimately perfected American style, dramatically reshaping not only Japan’s culture but also our own in the process.
In Ametora, cultural historian W. David Marx traces the Japanese assimilation of American fashion over the past hundred and fifty years, showing how Japanese trendsetters and entrepreneurs mimicked, adapted, imported, and ultimately perfected American style, dramatically reshaping not only Japan’s culture but also our own in the process.
Originally published: December 1, 2015
c.' Ametora, 'rule-driven, studied, gender-normative, and high quality,' offered just the ticket to both sides of the Pacific. It came as the product of 'copying towards innovation,' a practice rooted in the traditional Japanese arts: 'In flower arrangement and martial arts, students learn the basics by imitating the kata, a single authoritative "form." Pupils must first protect the kata, but after many years of study, they break from tradition and then separate to make their own.”'
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