014: Event


The casually warm material resonates
with fans at their favorite gathering place

Online motor magazine DRIVETHRU successfully updated the Honda Beat and ISUZU 117 Coupé, a classic from the 1970s, with Ultrasuede® interiors. The director of the magazine, Shogo Jinbo, has participated in the BOBL (Battle of Bottom Link) custom bike race since 2016.Exclusively for small-displacement motorcycles with bottom-link suspension, the event consists of sprints and endurance races at Shiraito Speedland at the foot of Mount Fuji.

Mr. Jinbo overhauled the engine of his Honda Super Cub from the 1960s to customize it for road racing and added a unique seat using Ultrasuede® to enhance the riding position and give the bike more personality. Competing four races in 2016, Mr. Jinbo won the second in a sprint race.

As part of DRIVETHRU magazine’s “ToGo.” mobile café racer project, a “Roomette” camping trailer equipped with a vintage lever-type espresso machine has also been appearing at the events. The espresso is served by barista Kazuyuki Tsuchiya of Steam Piston Brewing, who customizes and repairs espresso machines for a living. Ultrasuede® throughout the interior of Roomette adds a sense of warmth, craftsmanship and inclusiveness that resonates with the close-knit BOBL racing community.


Shogo Jinbo

Born in Fukuoka City in Fukuoka Prefecture. Following graduation from the School of Law of Fukuoka University, he joined the UK-based car magazine INTERSECTION and studied overseas in London. In the course of his studies, he mastered both video editing and graphic design. He returned to Japan for the launch of the Japanese edition of INTERSECTION JAPAN, and joined the company that published the magazine, CAELUM Ltd. In 2014, he launched the online motor magazine DRIVE THRU where he presently works.

The project-based online motor magazine shines a spotlight on a diversity of mobility. The featured lineup of cars and motocycles can actually be ordered by interested purchasers. Under the theme of “Moving”, the publication promotes a creative life of mobility.