W. David Marx, the author of “Ametora: How Japan Saved American Style”, is an expert in Japanese pop culture and transformation. He systematically and objectively recorded the history of how Japan embraced American culture and created Ametora (Japanese American culture).
Q: What is “Ametora”? How did it start?
A: The word "Ametora" is Japanese compound English. Ametora started when people brought these authentic American style clothing to Japan in the 1960s. And over time, the meaning of "Ametora" has changed more or less. It not only represents the classic American style, but also embodies the better quality in Japanese manufactured products than in traditional American clothing.
Q: Japan has created its own American culture. What impact has this brought to the world?
A: To this day, some of the best American clothing is made in Japan. They are special, detailed, and more fashionable. For example, jeans made in Japan not only surpass the original version but also integrate with global fashion trends, showing the uniqueness and superiority of Japanese manufacturing. So Ametora is not a duplication but rather an improvement with a more beautiful and popular look. This is why I think Ametora is different from the traditional American style.
Q: Why do they say that Levi’s® is the starting point of Japanese denim culture?
A: Japan’s youth culture and their fashion began with the introduction of American style. In the late 1960s, jeans became a very popular clothing item. In 1975, Levi’s® 501® made it to the very first edition of "Made in U.S.A. Catalog". This means that Levi’s® was the most well-known American apparel at the time, and that our Levi’s® 501® was also the golden standard for jeans in Japan. Therefore, Levi’s® has always been the benchmark for jeans manufacturing, and it is also the starting point of Japanese denim culture.
Q: What do you think of “Made in Japan®”?
A: "Made in Japan®" is a very interesting phenomenon. I think what drives it is not just the advanced techniques but the superior craftsmanship behind it. Whether it is the local manufacturer in Japan or the craftsmen in the factory, they have a clear vision of what they want, prompting Levi’s® to produce more innovative products.
Q: How would you define a pair of Levi’s® Made in Japan® jeans?
A: To me, the clothing itself and the meaning behind it always fascinates me. What makes Japan unique is the ability to make these practical, casual and ubiquitous things extraordinary. The reason why I like the Made in Japan® collection is that the jeans are a perfect combination of an authentic American brand made with Japanese denim. Their exquisite craftsmanship and technology embodies the very essence of the Levi’s® brand . With that, these jeans are even more genuine than the original pair, making them "the most authentic jeans."