Category emergence of various kinds, including those that deviate from social norms, has been examined over the last several decades. There has been, however, the assumption that a newly emerging category would bring about social benefits and gain acceptance by eliminating or otherwise mitigating the deviant aspects of the category. This study engages with an empirical analysis of the category journey of high-end supercars modified in the style of the street car gang known as Bousou-zoku in Japan, where this subculture has originated and since gained international popularity. We adopted a mixed-methods approach, combining qualitative with quantitative analysis, and revealed that even criticized and loathed marginal values are transformed into a distinctive lucrative market category. We explain the three complex mechanisms by which deviation facilitates category formation and establishment without reducing the deviation to gain social approval. First, the critique against deviation strengthens the identity and commitment among the category actors. Second, the aesthetic values transcend the moral standard of right and wrong. Third, the socially positive behaviors on the part of category actors often come as a surprise and prompt the audience to reflect on their prejudice. This study helps understand the dynamic relationship between the emergence of a unique category and societal norms where deviation has nuanced and complex roles to play beyond the moral dichotomy of good and evil.
