YUICHI TOYAMA


Product Description

Concept

「Neutral」(ニュートラル)
無垢なデザインと構造美。
シンプルでありながらも、独自の存在感を併せ持ち
トレンドに左右されること無く、個性を引き出すアイウェア。
[ Neutral ]
Pure design and structural aesthetics. YUICHI TOYAMA. eyewear is simple but unique: expressing individuality without following trends.

Philosophy

「Tradition & Innovation」(伝統と革新)
日本の伝統的な職人技術と革新的なデザインで新たなメイドインジャパンを追求します。
YUICHI TOYAMAの必要最低限に削ぎ落とされた構造と機能の美しさは、
世の中の様々な道具に込められた機能美に相通じる何かを感じさせます。

Philosophy
[ Tradition and Innovation ]
Marrying traditional craftwork and innovative design, YUICHI TOYAMA. sets the standard for ‘new made-in-Japan’ quality today.

YUICHI TOYAMA. is both a brand and a person: the name of the designer behind it all. He works from a philosophy of merging traditional skills with innovative design. You can see a particularly Japanese approach in his eyewear that isn’t afraid to combine opposites to emphasize the simple elegance and timeless beauty of eyewear as an everyday object. Yuichi Toyama designs frames based on 5 guiding principles: Look, Think, Draw, Make, Break.
Working this way, he creates designs that are consistently unique and consciously aware of the customer.

「YUICHI TOYAMA.」

デザイナーは外山雄一。
2009年設立のブランド「USH」から名称変更し、2017年春夏コレクションよりスタート。
ブランドポリシーは「伝統的な技術と革新的なデザイン」。
外山が自身に課した5つのルーティン(見る、考える、描く、作る、壊す)を根幹にデザインをしたフレームは、
独創的でありながら、ユーザーの日常に寄り添うプロダクトとして国内外にて高い評価を得ている。

「Re-born」
Starting Spring 2017 our brand name USH by Yuichi Toyama changes to YUICHI TOYAMA.This year marks the 25th anniversary of Yuichi’s artistic journey as an eyewear designer. To acknowledge the quarter century milestone, the brand changes its name to achieve its full potential in continuing to offer unconventional, timeless products based on an extraordinary experience and the highest Japanese quality.

Yuichi Toyama is deeply influenced by the history of eyewear. His design is an interpretation of the traditional aesthetics of structure and color, combined with modern eyewear decor. This is the strong basis on which he develops the new collections.