When you talk about Japan, one of the first things that come to many people’s minds is the car culture of Japan.

From classic movies like the Fast & Furious series, iconic anime like Initial D, the wild world of JDM tuning, and even the everyday cars around us [regardless of the country we reside in], Japanese car culture plays a part in all of our lives.

One of the reasons that car culture is so big in Japan, is its visual appeal. When you see a car, you can almost tell exactly what kind of person drives that car; what they like, how they dress, the type of music they listen to. There are so many people here who live and die for cars, with an infinite amount of customization styles. Cars are just as much a form of self-expression as fashion, tattoos, make-up and whatnot to these people.

Although there may be a ton of JDM car enthusiasts, American classic car enthusiasts, or luxury car enthusiasts out there, nobody comes quite as close to covering Tokyo car culture as Kei Hashimoto & Car Service. Putting Kei’s background & love for cars to full use, Car Service presents everything about Tokyo cars and their beauty in a way that is appealing to all. Whether you like the physical appearance of cars, all the internal details, or even work in the car industry, Car Service is sure to be your next favorite Instagram destination.

However, Car Service is much more than an Instagram page. Having released tees and goods throughout the years, they recently made their official debut collection as a clothing brand as well. With many of Tokyo’s leading youth sporting the brand already, Car Service is really starting to kick-off, a lot faster than you think.

The clothing that Car Service presents us with lacks no respect to car culture; workwear that root deeply with cars & the people around them. From collaborations with classic brands like Dickies, Ben Davis, Red Kap, Car Service pulls inspiration from names that many of us are familiar with and add their own unique taste to these iconic silhouettes.

Without a doubt, Car Service is one of the hottest new brands emerging from the Tokyo youth scene, and Sabukaru is here to present them beyond the borders of Japan.

We sat down with Car Service director Kei Hashimoto to talk about his journey and creative endeavours, and how he got to where he is today:

Can you please introduce yourself and Car Service to the Sabukaru network?

My name is Kei Hashimoto and I’m 26 years old. I am the director of Car Service while being a member of Youth Quake, and a creative director for Pulp.

How long has it been since Car Service began?

This season (SS2021) will be the first season we released a collection as a brand. But Car Service has been around since 2015/2016. It was first an Instagram account just posting photos of cars.

Why did you first take interest in cars?

It was my father’s influence. He would often go to LA for work and as a gift, he would bring home Hot Wheel toys for me. He also has been riding interesting cars throughout the years.

That has always stuck with me.

When you created the Instagram page did you already have the plan for it to become a brand? Or was it just for car appreciation?

I had no plans for that it was simply because I like cars. But when I made the first Car Service T-shirt, I really enjoyed it, and that gave me the idea of doing a brand. At first it actually maybe wasn't so much about it being a brand. Rather I wanted to make something like a souvenir. At the time when I started the Car Service Instagram account, around 5-6 years ago, car culture wasn't that popular yet. So I thought it would be cool to have more people interested in cars through my T-shirts.

What do you love about Tokyo car culture?

I think it's the fact that culture is really mixed together. Rather than it being about just one style or one model, different personalized custom cars unique to that person’s style come together. I like the classic Bōsōzoku style, to Western low-ride style. One thing I can say is that they are all low-riding.

Where do you find all the cars on Car Service? Do you hunt them or just happen to find them on the street?

I just find them. It’s become a habit for me to constantly looking at the road to find them.

The Instagram page has stayed true to just posting cars. Is this something you will continue doing?

I'll never change that.

people start brands - But you started with car culture and turned it into a brand. Do you think that makes it special?

I think it's the fact that I wasn’t committed to one style. Even the culture of customization isn’t set to one style. And to be honest, I’m not that knowledgeable about cars. It’s about the form for me. But I can’t open the hood of a car and tell you all about the engine. But rather I look at cars in the same way I look at fashion. And maybe that’s why it connected with the younger generation. Even if I explained about mufflers or turbo engines to young people they won’t remember it all and they won’t get it without seeing it in person. I thought just sharing a cool car I saw on the street could create a connection.

So your dad has been a big influence in fashion and car culture?

Yes definitely. He’s always loved West Coast culture. He used to run a brand and he had an office in LA. It was a brand run by a Japanese person but presented as an LA brand. His love for West Coast culture definitely had an influence on me.

How important is your dad’s feedback for your brand?

It’s really important to me. I now see him not as my father but as a cool Senpai [mentor]. I think my family structure is even different from others, it’s always felt like we’re a group of friends. We’re always been very close. My family dynamic even feels like the root of the brand.

How do the clothes you design now align with your love for cars?

We try to keep it as close as possible to car culture. From workwear details to looking at Dickies, Red Cap, and Ben Davis as the foundation and adding the concept we have for that season. So it’s a union of our concepts and workwear.

In the last year, things have really taken off for you guys. How do you keep up with this?

Things are moving really quickly. I almost feel like I would like to do things more slowly. Especially with the structure of the seasons. But it’s crazy to think that I’m currently designing clothes for Spring/Summer next year.

What have you learned from starting a brand so young? Any mistakes?

Everything I’m doing is all new to me. And there’s been mistakes but I don’t look at them negatively. I think it’s important to just keep looking forward positively. Even this speed of everything at times feels like too much but I believe it’s all an experience.

What are your favorite collaborations you've done in the past?

I honestly love them all. But in the process of doing a project, from creating the visuals, doing a pop-up, and when it’s finally the time to sell the products, I don't know if it's that I feel burnout but I’m already thinking about the next thing. I feel like there really is no end to it. Honestly, when the samples come out before the items are made for sale is when I’m the most hyped.

What can we expect from Car Service? Which direction are you going to go in terms of designs?

We’re doing this as a team of four, and every time depending on our mood at the time we decide the theme for our designs. The imagery and designs just naturally comes together between the four of us. Like there’s this specific custom culture that we want to include in the design or a certain graphic sampling or even taking inspiration from the clothes of a character in a car movie. Like the style of a pair of Levi’s 501 jeans, with a white t-shirt.

How did the four of you come together to create Car Service?

One of them has been my guy since I was a kid, and the two others I met through Instagram. These two are really knowledgeable about cars from a mechanical level. We connected through Instagram from our love for cars and when the four of us hit it off we thought let’s do this together.

Did you always have it in mind to do this as a group?

No, I didn't. It’s actually because of some advice I received from a mentor. He told me I don’t think you can do the brand alone. Someone like you should have a partner, someone of the same age that will always be there for you, by your side to do this. And the first person that came to mind was my long-time friend.

Workwear seems like it’s making a comeback. Do you think Car Service will be a part of the workwear revival?

I really think, not just in terms of workwear but with style in general, there really is a cycle amongst the eras. Every 20 years it feels like styles revive. Like right now Ura-Hara style is popular right now. Not just workwear but tech gear for outdoors or mountain climbing is really making a comeback and a little while ago it didn’t seem that big. Out of all of these I personally like the American casual style and I see more people wearing this, especially the boot cut style. In total I think Harajuku and Shibuya is a city that mixes culture, and the chaos is something that I really like. When I show Car Service to people in their forties and fifties they say the designs feel very nostalgic, but to someone young it’s all new. And this balance to me is really cool.

In Japan, it seems as though it can be difficult for young brands to come up because there are so many legends in the industry. Is this true?

For this, there’s an advice I got from Verdy that I really hold to. He really makes an effort to hook up young artists and brands, but for him, he didn't have many people to help him in that same way. But he wants the younger generation to always have the chance to be in the light so he will always stand as a cooperator. I have always looked up to his stance. Seeing Verdy working with Nigo and Human Made I really believe if you express what you really want to do it’ll come back to you. This gives me inspiration.

What would be his words to Japanese youth to follow their dreams and to become creatives?

I don't want them to worry about society. Do what you want. If you keep doing what you want to, it’ll lead you to similar minded people that leads to a supportive circle. I also have a lot of people around me that are trying to express themselves individually. I think the time used worrying about what society thinks is just a waste.

Final question, what’s your dream car?

The Lexus ES - a Lexus from the 90s. I mostly like the 80s and 90s style.

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Text & Interview by
Adrian Bianco, Ami Takagi, Casey Takumi Omori
Images by
Car Service, Natsuki Ludwig