Atalya Cohen // DEKO-TORA 

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Around the world, communities have used cars in different and creative ways to express their personal and group identities. "Dekotora" is a Japanese subculture meaning "decorated truck” and is used to describe extravagant, and impressive Japanese trucks. 

The drivers use their vehicles, to show their identity and personality and take pride in their work. These spaces become a second home for them, reflecting personal characteristics and preferences. From interiors decorated with jacquard, velvet and quilts to chandeliers and exterior cladding with geometric and futuristic look, illuminated with LED lights and covered with hand-painted paintings.

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Japanese fashion was influenced by America. "Ametora" is an example, Japanese brands refined the traditional American style, and in fact many young people in Japan began to follow suit, developing the Tokyo street fashion scene, known for its diversity and daring, as similar to the drivers.
In my project, I decided to explore the dialogue between Japanese fashion and American influences through the diverse street fashion in contemporary Japan. 

The contrast between the seemingly tough world of trucks and the nostalgia and ornamentation associated with the decor scene led me to design a hybrid menswear collection that combined both worlds.  I combined the rich and exaggerated aesthetic of the truck with upholstery, velvet, and gemstone inlays, as well as American clothing icons like the football jacket and denim items, influenced by the world of mechanics.

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