POGGY BRINGS TOKYO STYLE TO A CUSTOM PORSCHE 911

Sepia brown was not on the standard order sheet. Porsche's Sonderwunsch program is exactly for this: the customer wants something the configurator does not offer, and the brand makes it happen. When Motofumi "Poggy" Kogi ordered his 911 Carrera T in a color that references the decade of his birth, he was not customizing a car. He was dressing it. That framing is the whole story. Kogi is not a car person who also knows about fashion. He is a fashion architect who treats every object around him as an extension of a curated point of view. Porsche Japan chose him for this reason, not for reach alone. ## Sonderwunsch Means the Standard Colors Were Not Enough The Sonderwunsch program builds bespoke cars for clients whose brief the standard configurator cannot answer. Past commissions have included individual lacquers, historical liveries, and interior treatments tied to personal reference points. Kogi's 911 Carrera T in sepia brown sits in that company. The color references the 1970s not as nostalgia but as precision; born in that decade, Kogi chose the palette from his own era. The Carrera T is a specific model choice. Lighter than the standard 911, stripped of rear seats, built for driving connection over comfort. It is the version of the car that a person who genuinely cares about the object would choose. Not the most powerful spec, not the most expensive; the most honest. ## Poggy Has Been Running This Playbook Since 1997 Kogi joined United Arrows in 1997 as sales staff. By 2006 he was directing Liquor, Woman and Tears, an Aoyama select shop that stocked Supreme alongside Brunello Cucinelli and Etro. In 2010 he launched United Arrows and Sons as director and buyer. By 2023 he was on the BoF 500. In 2026 he launched Dear Boro, his own label. That trajectory matters because it explains why Porsche's caption frames Kogi not as a celebrity but as a "fashion curator and director" whose perspective "brings together fashion, culture and a shared appreciation for design and individuality." Porsche is not borrowing his fame. They are borrowing his framework. Kogi's work through POGGY'S BOX has introduced Japanese brands to overseas buyers. His role as a judge on the Fashion Prize of Tokyo supports designers in holding shows in Paris. He operates between communities rather than inside any single one, which is exactly what luxury automotive brands need for credibility in Tokyo. The [TYPE7 documentation of two custom 993s at Luft Tokyo](/quick/type7-993s-hong-kong-luft-tokyo-r7k3p9qx) made the same point from a different angle: the most interesting Porsche stories happen when the car is treated as a design object first. ## 12 Pieces. Jackie Stewart and Princess Diana. The capsule collection ran 12 pieces: tartan patterns, tailored pieces, V neck sweaters, denim jackets. The reference points Kogi named were Jackie Stewart and Princess Diana. Stewart wore tartan at race circuits; the band on his helmet is as recognizable as his seven Formula One victories. Diana's polo shirts and relaxed tailoring communicated the ease of someone for whom being well dressed was automatic, not effortful. Those two references converge in a specific idea: the Porsche as the garment you do not explain because the people who understand it already do. Pieces ranged from ¥13,200 to ¥60,500, with the sepia brown Carrera T displayed at SELECT by BAYCREW'S Toranomon Hills Station Tower from January through March 2026. ## Porsche Does Not Need Kogi to Sell Cars in Japan Japan is Porsche's fourth largest market globally. The brand does not need Kogi's endorsement to move units. So the question is: what does Porsche Japan get from this that a media spend cannot deliver? The answer is access to the audience Kogi moves between. His POGGY'S BOX events reach buyers who shop across Supreme, Brunello Cucinelli, and every interesting bracket in between; exactly the people who configure through Sonderwunsch rather than clicking standard options. Compare this to [Daniel Arsham's eroded Porsche on the race grid](/quick/arsham-put-an-eroded-porsche-on-a-real-race-grid-mpol9m25), which opened the brand to contemporary art circles, and to [the 911 GT3 S/C's analog argument against progress](/quick/porsche-911-gt3-sc-manual-naturally-aspirated-analog-luxury-2026-g7v3k9px), which spoke to driving purists. Each collab is a different door into the same building. The May 27 post earned 151,133 likes. Kogi chose sepia brown because the 1970s are not a reference period for him; they are the decade he was born in. That is the difference between a celebrity collab and a curator collab: one borrows the face, the other borrows the logic. Porsche Japan, through 12 pieces and one bespoke Carrera T, chose the logic.