Popular Culture Review Vol. 25, No. 1, Winter 2014 | Page 47

The Case of the Dying Kimono 43 traditional kimono shops and schools, encouraging more innovative approaches to kimono fashion.'^ A more local element is provided by local kimono clubs where members meet for educational events, community outreach and instructions on the finer points of wearing the kimono. One example is the L.A. Kimono Club, which was founded in the Los Angeles area in 2003 with about forty members, mostly from the local JapaneseAmerican community. According to the club’s website, the group was founded to “promote mutual understanding and cultural exchanges between the U.S. and Japan through Kimono.”'^ The club is very active in the Los Angeles area and their activities include an annual New Year’s Day group photo in kimono, educational fashion shows, advice for novice kimono wearers, participation in local festivals like the Cherry Blossom Festival in Los Angeles, the Santa Anita Cultural Festival and the celebration of Tanabata or the Star Festival in July. The group also initiated a Miss Kimono L.A. pageant in 2010 to promote the wearing of kimono among younger people. The contest appears to draw many young people of diverse ages and ethnicities. Some groups, such as Kimono de Jack, which started in Kyoto in 2010 are more ad hoc in nature, but are often driven by social media. The idea was to occupy or “jack” a public space such as a park, museum or train station while wearing kimono. The movement was a great success in Japan and now includes overseas groups in London, New York, California and Florida. Groups in the United States have met in a variety of places, including museums and even a baseball game. The purpose is to: “host free gatherings for people who like to wear kimono . . . There is no mandatory dress code for kimono garb, just wear what you like.”'^ Many collectors and members of the kimono community actually fit into several of the categories mentioned above. Devotees of kimono have roots in the cosplay, fashion or arts communities. Cosplay is short for “costume play” and the participants wear costumes representing superheroes, film or anime characters or historical costumes. Cosplayers frequently develop a subculture based upon role playing or historical recreation.'® The term originated in )