Can you say "pimp my truck"?

Chromed up, with individual artworks on their panels and lit up like Christmas trees, these Japanese trucks and their proud owners (with sharp eyes for detail), form part of a distinct sub-culture in Japanese society. The full color photographs, captured by Tatsuki Masaru in a project started in 1998, allow insights both into a personal and intimate world, and a unique aesthetic phenomenon. Decotora – the book

Excerpt: About two or three years into the project, I realized that the trucks rather than the drivers were being overly emphasized in the photographs. Because if you don't define your subject, the subject defines itself. So I started going to meetings where large numbers of truckers would gather. They were all very outgoing, and I gradually felt welcomed into their community. Then, I started to discover things I respected about them – and things I didn't like. For the first time, I felt I really knew the truckers. I realized that they possess a sense of masculinity that is dying out in Japan. I could also understand their feeling of wanting to decorate the tools they use for work. People are surprised that I spent ten years on this project, but it simply takes time to really understand something. And I wanted to really understand the things I wanted to express. That is why it took so long. Ten years in the making. Holy guacamole. Mad respect. ūüôā



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