Designing Demon Garage 鬼
I grew up in the emergence & golden age of JDM (Japanese Domestic Market) cars and culture in the US. The Late 90s and early 2000’s JDM models from Nissan, Toyota, Mazda, Mitsubishi, Honda and Subaru dominated the car culture – earning reputations for their design, power and performance, with monster nicknames, like Godzilla for Skyline GT-Rs. It’s with this that I explored a new a line for DailyDriven.com, and…
Demon Garage was born.
It was my intent to convey my love for this era and culture and create an inspired line to pay homage to it’s roots that I felt was both respectful and intimidating. Demon Garage is more than just a new line of apparel; it’s an attitude, culture and a form of belonging that is behind the name. A demon emerging from a streaked Japanese red sun set to the background of a line drawing of the Great Wave Off Kanagawa (most famously known for its depiction in paintings). Our name and meaning are written in Katakana & Kanji along with the symbol for Demon, or Oni, inset.
Given the significant shift in design, this new line apparel is part of a new category we call “DailyDriven Garage” that focuses on new font, colors and textures on apparel that speaks more to those everyday enthusiasts, mechanics and nightrunners. To celebrate the launch of this new line, we coordinated with some true automotive enthusiasts to capture the essence of Demon Garage, and invite other to be part of our Demon Crew.
Shoot Date: July 2024
Product Designer: Josh Mackey
Photographer: Josh Mackey
Assistants: Jackson Mackey
Model: Aziza Rashid
Demon Crew: Tam (Acura NSX), Melinda (Subaru Impreza RS), Q (Honda S2000), Raymond (Mazda RX-7), Francis (Nissan R34 GT-R), Daniels (Toyota AE86)
