“Amekaji” is short for American casual, a Japanese fashion subculture that draws inspiration from mid-20th century American workwear, military gear, and casual staples. Think selvedge jeans, chambray shirts, and vintage-style sweats. Pherrow’s has been part of the Amekaji movement since the early ’90s, known for its faithful yet wearable takes on American classics. Their collections often feature loopwheeled T-shirts, chino trousers, nylon flight jackets, and meticulously reproduced vintage details - all designed and made in Japan with a focus on quality and longevity.

While many Japanese denim brands focus strictly on archival accuracy, Pherrow’s takes inspiration from classic American workwear and military garments but isn't afraid to modernise fits or rework fabrics for comfort and practicality. Their selvedge denim is made in Japan using traditional methods, offering the durability and character denim enthusiasts look for - but it’s part of a wider collection that includes loopwheeled knits, flight jackets, and casual shirting. The result is a brand that honours the past without being bound by it.