This is a series showcasing Toyota's activities in non-automotive fields. This time, we're looking at the Tokyo Girls Collection fashion event!?
You’re all probably thinking, “What could Toyota do at TGC? Did they sponsor it? Display Cars?”
No! Toyota actually appeared on the fashion show runway!
But now some might be wondering what exactly TGC is.
Tokyo Girls Collection, or TGC, is a fashion event that started in 2005. It features models from fashion magazines, popular celebrities, and trending artists, and attracts a large following from the younger generation.
…But what’s the connection between Toyota, a car company, and a fashion event?
A comment from Miyu Ikeda (Michopa), a model who walked the runway at Mynavi TGC in Expo 2025, might provide some clues.
Miyu Ikeda (Michopa)
This jacket was apparently made from unused car airbags, and the fabric is really sturdy. Yet it’s not heavy at all; it feels like I'm wearing something expensive, made with high-quality, durable material.
This bag was also made from car seat leather. It’s so stylish, you wouldn’t even guess it’s upcycled unless someone told you, right?
So, that surely clues you in to why Toyota Times is covering the TGC, right?
The upcycled products we featured in an article a year ago were actually worn on the TGC runway!
That Day, That Time, and Right Next Door...
It all started at an exhibition two years ago.
Toyoshima, a textile company specializing in everything from raw materials to finished products, happened to have a booth right next to Toyota’s upcycling team, and the two exhibitors visited each other’s displays.
During this interaction, they discovered a shared passion for craftsmanship and sustainability. URBAN RESEARCH, a company offering sophisticated urban apparel and lifestyle products and had been working with Toyoshima, also joined the conversation, and a collaboration was born. Interestingly, Toyota had already been monitoring Urban Research’s upcycling activities at that time.
What an incredibly fateful encounter! Ichiro Jinno, a manager for Toyoshima, recalls that moment.
Ichiro Jinno, Manager, Toyoshima
The pen cases and business card holders I saw at the exhibition had unique scratches and marker lines. I felt these imperfections added character and individuality, and I really liked them.
This is a unique aspect of upcycling—giving unused materials a new life in their current form— that recycling doesn’t quite offer.
I hope more people will come to understand the significance of upcycling and realize, ‘Hey, I can be part of something environmentally positive too.’ If that happens, I believe the world can start to change.
Naoki Hagiwara, Executive Officer, URBAN RESEARCH, had this to say about the value of Toyota’s materials.
Naoki Hagiwara, Executive Officer, Urban Research
As a company striving for zero waste in clothing, we see one-of-a-kind upcycled pieces as works of art.
Fashion has always been about showcasing the appeal of clothing in various contexts, for example, transforming workwear, military attire, and more into stylish expressions. These transformations were only made possible by abandoning preconceived notions and embracing new challenges.
With that spirit in mind, we focused on creating designs that can appeal not just to car enthusiasts but to anyone drawn to the products’ inherent charm.
We look forward to continue collaborating on crafting environmentally conscious items that highlight the coolness of Toyota’s logo and materials.
Regarding working with materials from cars, Toyoshima’s Jinno said, “It’s interesting for the very reason that they are different from the materials we usually use. Although sewing can be challenging, the robustness of the fabric is a major asset. We are striving to bring about social change by sharing knowledge and ideas one step at a time.”
Toyota’s upcycle project continues to build partnerships across industries.
When asked about their first impressions of the items showcased at Mynavi TGC in Expo 2025, event hosts Eiji Wentz and Misato Ugaki both responded, “They don’t look like upcycled products at all!”