Designing Demon Garage 鬼
grew up during the emergence and golden age of JDM culture in the U.S.—the late ’90s and early 2000s era when Japanese performance cars shaped an entire visual language of street style, tuning culture, and garage-built identity. That influence became the foundation for Demon Garage, a new DailyDriven apparel and accessories line inspired by 90s JDM aesthetics—bold graphics, gritty details, and the kind of design that feels pulled straight from a midnight meet.
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.
Demon Garage is part of my broader automotive creative work—where photography, design, and culture intersect.
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)
