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Ametora

How Japan Saved American Style

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Ametora

Written by: W. David Marx
Narrated by: Brian Nishii
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About this listen

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 as ametora, 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 150 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.

©2015 W. David Marx (P)2016 Audible, Inc. Arts & Entertainment Asia Beauty, Grooming & Style Fashion
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Profile Image for Alex Ehlke

Good structure and narration

The chapters each overlap the full timeline of history covered, each focusing on a different trend or aspect and building on previous ones. This was more effective than a strictly linear book.

Additionally I want to point out that I greatly appreciated the narrator’s accurate pronunciations of all Japanese words. I don’t know why another reviewer would complain about this. At least as someone familiar with some Japanese language, it’s far less distracting to hear accurate pronunciations. And I do not think it harms comprehension Kiru for someone unfamiliar with the language, though it may feel unfamiliar.

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