The Ameto

The Ametora movement has its roots in the 1970s, which were characterised by a formal, strict and constitutional ban implemented by the Japanese state to prevent aid to the United States in the context of the Vietnam War.

During this period, Japanese youth was at the heart of social changes. A revolution in dress habits took place, giving rise to a new identity. Rejecting the image-conscious, strict and eligible male style of dress as imposed by the state, a real desire to adopt a much more "relaxed" lifestyle was developing, defying all cultural habits.

W. David Mark, in his book "Ametora, or How Japan Saved American Style", describes these looks and allurements, which were then considered distressing:

"They found many young men wearing crumpled shirts with curious buttons to hold the collar in place, suit jackets with an unnecessary third button high on the torso and cut from madras fabrics and garish tartans, shrunken chinos and leather shoes with intriguing perforations on the front. The teenagers' hair was parted in a precise seven-to-three ratio - a look that required the use of an electric hairdryer. The police discovered that this particular style was called aibii, a Japaneseisation of the English word 'Ivy'.

Even today, the Ametora movement continues alongside traditional American fashion, which impacts and influences many styles, giving rise to new trends.