Honorable Mention / 2021 / Advertising / Self-Promotion

Dekochari

The youth of Japan customise their pushbikes in extreme ways. This subculture is a precursor to the popular Dekotari (customised trucks). Before they can afford to buy a truck to decorate and of course get driving licenses. Young people form crews of locally like minded people. Status is dictated by who has the most extravagant and complex design.

I met Yoshida in Hamamatsu City in the south of Japan. I was amazed by his technical expertise at such young age. Also his ability to ride such a beast of a bicycle.