“Craft of Speed” is an extensive multimedia project about MOONEYES, a historic American speed parts company that has grown into an enduring international brand. This project encompasses a feature documentary, videos, cinema events, a documentary photography series, and now a photography book.

The “Craft of Speed” MOONEYES Photography Book documents the world of MOONEYES, which celebrates its 75th anniversary in 2025, from the famous MOONEYES headquarters in Santa Fe Springs, California to Shige Suganuma, the Owner of MOONEYES, conducting a test & tune of his MOONEYES Dragster at the beloved Irwindale Dragstrip in Irwindale, California to Chico Kodama, the President of MOONEYES USA, building and racing his new rear engine modified roadster at the epic Bonneville Salt Flats, Utah.

The photography is by photographer/filmmaker, Ming Lai, who spent four years documenting MOONEYES. The graphic design is by design director/graphic designer, Sven Igawa, who’s created brand identities and advertising campaigns for many national and international brands, including Crank Brothers, HBO, Icon Aircraft, Mountain Hardwear, PlayStation, Quiksilver, VF Corp, and Western Digital.

With 100 pages of timeless color and black-and-white photos*, the “Craft of Speed” MOONEYES Photography Book is a luxurious slow read of the fast world of MOONEYES. The book is dedicated to MOONEYES fans, hot rodders, racers, car & motorcycle culture lovers, craftspeople, and this incredible international community.

We’re currently designing the photography book and will publish it under our imprint, Humanist Films X Igawa Design. We plan to officially release the photography book at the MOONEYES Hot Rod Custom Show in Yokohama, Japan on Sunday, 12/7/2025. However, we’ll be showing previews of the photograph book at our upcoming events.

We’ll be accepting pre-orders of the photograph book from now until the MOONEYES Hot Rod Custom Show. We’ll start shipping the books after the show. Be one of the first to receive a copy of “Craft of Speed.”

craftofspeed.com

Photography by Ming Lai
Design by Sven Igawa
Publisher: Humanist Films X Igawa Design

Hard Cover*
8 inches X 10 inches*
100 Pages*
100 Images*
Published in 2025
ISBN TBA

*The book is still being designed, and its cover, paper, dimensions, page count, image selection, and graphic design may change.