A few years ago, a southern California entrepreneur named Sal
Rocco Jr. introduced a new line of skateboards and sportswear. The
brand's logo featured figures of a man and a woman, rendered in the
geometric style sometimes used to identify restrooms.
The male figure points a pistol at the head of the female. Above
the scene is the word "bitch." The logo drew criticism from
Americans upset about its violent implications, and for various
reasons it is no longer being marketed in the United States. But a
Japanese company, which licensed the logo and began selling the
goods here in late 1994, has encountered no such opposition.
"It's a big hit," proclaims the amiable Fusahiko Yoshino,
managing director for Crown F. G. Company Ltd. His target customers
are Japan's junior high school and high school students, who have
been avidly buying T-shirts, gloves, mechanical pencils, and
other items emblazoned with the logo.
Retail sales last year were $50 million and should reach $70
million this year, he says.
Sitting in an office whose floor-to-ceiling windows overlook a
downtown Tokyo intersection packed with snowboard and sportswear
shops, Mr. Yoshino explains that the label had a better first year
than any other foreign brand he has handled, including the popular
British label Kangol.
The only complaint has come from an American woman who saw an
advertisement in a Japanese magazine in New York, he adds. Despite
copious advertising in magazines, the wearing of these items by
tens of thousands of young Japanese, and the appearance of the
clothing in a similar number of laundry hampers in Japanese homes,
no one else has complained about the logo to Crown.
The word is of course indecipherable to most Japanese, who see
it as just another bit of English. Clothing manufacturers
frequently use English words and phrases to embellish their goods,
and the meaning of the words is usually inconsequential to the look
The significance of the diagram in the logo may be lost on many
wearers, since young Japanese, unlike young Americans, grow up in a
comparatively crime-free society with few guns.
The contrast between the responses of the American and Japanese
publics to the logo says something about the differences between
the two societies. Just what it says is open to interpretation.
The lack of opposition here suggests that the Japanese are not
as uptight as Americans are about the power of certain words and
images to offend people. To put it another way, political
correctness has not gripped public discourse.
Neither is there a tradition of individuals engaging in loud
protest. Like many countries in East Asia, elders and rulers in
Japan have claimed the responsibility for maintaining order and
equilibrium in society. During Japan's feudal era, those who wanted
to complain to a ruler sometimes had to prove their sincerity by
Generally speaking, individuals do not take it upon themselves
to right perceived social wrongs - it is understood that the
government is constantly on guard.
At the same time, however, the logo case may be an indication of
how Japanese society is moving away from this age-old order. Yoko
Tajima, a feminist and social critic, looked aghast as she examined
the logo for the first time. "It's shocking," she says. "I hate
Sitting with two of her students in a lounge at Tokyo's Hosei
University, where Ms. Tajima is a professor of English literature,
she asks the two young women what should be done. …