PEZ Bookshelf: Japanese Steel

“Japanese Steel” by William Bevington offers a richly detailed exploration of Japan’s bicycle industry during its peak period from 1970 to 1995, a time often referred to as the Golden Age of Japanese bike exports. The book, published by Rizzoli, combines exquisite photography with in-depth commentary, aiming to immerse readers in the culture and craftsmanship behind these two-wheelers. Bevington’s approach is personal and conversational, inviting readers to join him in discussing the nuances of Japanese bicycles before visiting exhibitions, which adds a unique intimacy to the narrative. The history of cycling in Japan is traced back to the late 19th century when the first imported bicycles arrived, followed by domestic frame production from 1890. The industry’s trajectory was interrupted by wartime demands but rebounded impressively in the post-World War II era, with companies like Miyata transitioning from armaments to bicycles. Japanese manufacturers benefited from protectionist tariffs and a strong focus on quality improvement, influenced by industrial experts such as Edwards Deming. This foundation positioned them well to capitalise on the 1970s bike boom, particularly in North America, where demand for affordable, reliable “10-speed” bicycles soared. Bevington highlights the challenges Japanese firms faced in marketing their products internationally, often relying on trading companies unfamiliar with sporting goods. This gap was filled by American distributors who recognised the potential of Japanese bicycles, leading to unprecedented demand that sometimes required air-freighting bikes to the US. The book also sheds light on the collaborative nature of Japanese component manufacturing, with companies like Shimano and SunTour supplying parts cooperatively rather than as integrated groupsets, a contrast to European practices. Notably, some higher-end frames were even produced by Italian builders, underscoring the global influences shaping these bicycles. The book is enriched by Bevington’s own experiences, including his early work at a Fuji store in New York and his later career in design, which influenced the book’s layout and aesthetic. It also delves into corporate stories, such as Panasonic’s innovative custom programmes and their involvement in professional racing, alongside profiles of artisan builders like Cherubim and 3Rensho. The narrative concludes with reflections on the industry’s decline in Japan as production shifted to Taiwan and China by the mid-1990s, marking the end of an era for many iconic brands, although companies like Shimano continue to thrive. “Japanese Steel” stands out as a meticulously crafted tribute to a significant chapter in cycling history, blending technical detail with cultural insight and striking visuals. It appeals to enthusiasts interested in the intersection of design, manufacturing, and marketing within the Japanese bicycle industry, offering a fresh perspective that complements the more familiar stories of European framebuilders. The book’s combination of charm, scholarship, and photography makes it a valuable addition to the literature of classic bicycle design.