This is a series showcasing Toyota's activities in non-automotive fields. This time, we're looking at the Tokyo Girls Collection fashion event!?
Which part of the car is this from?
Eiji Wentz
When I first saw them, I was shocked! I thought, “Wait, what part of a car is this from?”
It doesn’t feel like they just tried to make products out of some scrap materials. They are fully established fashion items. And since each piece is one-of-a-kind, that makes them even more valuable!
Toyota’s known for being very particular about the materials they use in their cars, so it feels both sustainable and rare, which just makes it all the more stylish.
Misato Ugaki, who co-hosted the event, said, “We’ve reached a new stage.”
Misato Ugaki
I always thought you could tell right away when something was made from scrap materials, but this felt completely different. I feel like we’ve reached a whole new level and simply thought, “Wow, this is stylish!”
When we buy something, I think many of us want to feel like we’re making a small, positive impact on the planet, like we’re doing something good.
With upcycled products, I think you can feel a little more positive about yourself, a little happier. That’s why I think this is such a wonderful initiative.
I feel it holds the potential to shift how we view waste and even change the world.
Like Michopa, model Yuna Bridgman also wore Toyota's upcycled fashion items on the TGC runway.
As a KYOTO SDGs Ambassador, she walked the runway with a mindset that was a little different than usual.
Yuna Bridgman
The fabric feels sturdy and warm, and the design is seriously cool. In the apparel industry, where mass disposal is still a big issue, I love that this isn’t just eco-friendly; it’s clear they’ve put thought into every detail. It’s such a great initiative.
As I walked the runway, I hoped more people would learn about products like these eco-conscious products and be inspired to choose them for the planet’s sake.
But why TGC?
Those who’ve read this far are probably thinking, “I understand the collaboration with apparel brands, but how does TGC fit into all of this?”
Let’s take a look at the backstory.
It all started in Toyota City, a place known as a “city of cars” and an industrial hub. With that identity came a strong sense of responsibility toward environmental initiatives.
Meanwhile, TGC planner and production company W TOKYO was using its extensive platforms for exploring projects for EXPO 2025 Osaka, Kansai, Japan, centered on the themes of sustainability and future society design.
This perfectly aligned with Toyota City’s desire to raise awareness about sustainable initiatives among the younger generation who will shape the future, leading to the TGC stage event.
Speaking about the stage event, Futa Hama of W TOKYO described it as having a uniquely interesting appeal.
Futa Hama, Producer, W TOKYO
This TGC fashion event collaboration with the Toyota City local government and Toyota Motor Corporation is not to promote mobility, but rather to jointly support sustainability. There is something unexpected in this, which makes it incredibly intriguing!
In an era where young people are at the forefront of social movements and information is constantly flooding in, simply disseminating a message isn’t enough, as it risks getting lost in the noise. That’s why leveraging this sense of the unexpected is such an interesting approach. I hope we can continue to support efforts like this by leveraging our strengths in youth-oriented platforms.
Officials from Toyota City had the following expectations.
Deputy Director Yukiko Harima and Leader Hideki Nagahashi, Advanced City Promotion Division Planning Department, Toyota City
We want to continue initiatives that truly resonate; not just with the next generation, but also with businesses and individuals from diverse backgrounds. It would be wonderful if many people felt empowered to say, “We can take on challenges too,” or “Let’s give it a try.”
We aim to gradually expand our efforts to include people from various industries. To that end, Toyota City will actively engage in these activities as a local government.
When TGC first reached out to Toyota with an invitation, the initial reaction of Kenji Tadakuma, General Manager of Toyota’s New Business Planning Division, was, “What? Seriously!?”
Kenji Tadakuma, General Manager, New Business Planning Division
Since we started this project from scratch, it was deeply moving to have our products featured at TGC.
What our products had been lacking was style, an appealing presentation, and design appeal. Thanks to our many partners, URBAN RESEARCH, Toyoshima, Toyota City, and W TOKYO, we’ve been able to overcome these challenges and share our vision. I’m truly grateful for that.
With waste materials, it’s difficult to predict when, how much, and in what form they will appear. That’s why creating alluring designs that customers feel connected to and want to keep using is crucial. In a world where you can’t rely on the excuse that “it’s environmentally friendly, so people should be willing to pay a bit more,” we had to push forward and find a way.
Moving forward, we hope to break through industry barriers, bring in more partners, and work together to grow this project into something that inspires ethical change in society as a whole.
The Urban Research store at EXPO 2025 Osaka, Kansai, Japan, which runs from Sunday, April 13 to Monday, October 13, will have bags, pen cases, and other Toyota upcycled items available for purchase.
The jackets worn by the models at TGC are also scheduled to be sold at select URBAN RESEARCH stores as summer approaches.
Learning about the significance of upcycling can gradually shift the choices we make in our daily lives. It may seem like a small change, but the accumulation of small changes like this could transform society—and perhaps even positively shape the future of our planet.