Redefining the American streetwear aesthetic with Japanese sneakerhead Tetsuya Shono
GORE-TEX × FREUNDE VON FREUNEDEN

Japanese designers cultivated the art of subtle changes that can make huge differences. With a knack for US apparel, the creative director of New Balance has helped nurture a culture that continues to disrupt traditional industry standards. It all started with a book: Six Stories of GORE-TEX® Products Vol. 2 is the brainchild of Jörg Haas who runs Berlin-based agency Beinghunted. The book conveys various collaborations between Gore-Tex and designers and brands from all over the world including Norse Projects or Acronym. Tetsuya Shono of New Balance Japan is also featured. Talking to Jörg, who is familiar with Japanese brands and the market there, the issue of Ametora came up. He referred to the fashion dialog between Japan and the USA and W. David Marx’s book Ametora—How Japan Saved American Style, which is a cultural history of that exchange. Tetsuya Shono was born in 1971 and joined New Balance Japan in 1997 out of love for sneakers and a vision for where the company could go in the future. He agreed to share his personal connection to Ametora.

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