'TOY' by Joshua Gordon Depicts Japan’s Fascinating and Multi-Dimensional Toy Culture

In collaboration with Hysteric Glamour and P.A.M. (Perks And Mini), Naohiro Tomura has published an 80-page book titled TOY that explores the fascinating toy culture in Japan. The book follows the recent capsule collection of apparel, toys and accessories by the two labels. Joshua Gordon, a close friend of P.A.M., played a crucial role in producing the book by creating a campaign that captured portraits of people and their toys at home, along with handwritten notes of affection.

"Toys, toys, toys. What is a toy?" asks Gordon. "If you ask a graffiti writer they'll tell you that a toy is someone with no style, who doesn't understand the rules, it’s an insult hurled at newcomers who don't get it. Sexually, a toy is an instrument used to enable pleasure that can come in a variety of sizes, colors, shapes and materials. To most people, a toy is something small and fluffy that you are given as a child, something that soothes you, comforts you and keeps you company when you're alone in bed. I have always been interested in toys and people’s relationships with them," he continued in the book's foreword.

TOY stands as a tangible testament to the enduring friendship and sheer delight found within the realm of toys. Through its captivating portraits and heartfelt notes, the book offers an intimate glimpse into the profound emotional connections people forge with their toys. It is a celebration of nostalgia, joy and the imaginative experiences associated with these beloved possessions.

Priced at $24 USD, TOY by Joshua Gordon, a collaboration between P.A.M. and Hysteric Glamour, is now available for purchase online as well as at P.A.M. and Hysteric Glamour stores. Take a moment to explore a selection of captivating spreads included in the gallery above.

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