Concept

 

[Neutral]
An experiment in pure design and structural aesthetics. Uninfluenced by trends neither fashion, YUICHI TOYAMA expresses distinctive and unique eyewear.

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Philosophy

 

[Tradition and Innovation]
YUICHI TOYAMA will continue its pursuit of a newfound “Made in Japan” quality with exceptional traditional craftsmanship and innovative design.

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YUICHI TOYAMA eyewear features a minimalist design and function, stripping away all unnecessary elements. YUICHI TOYAMA gives you an aesthetic experience with its beautiful frames.

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[YUICHI TOYAMA]

 

Designer: YUICHI TOYAMA

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「Re-born」
Starting Spring 2017 , the brand name USH by Yuichi Toyama changes to YUICHI TOYAMA.

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With more than 25 years of artistic journey as an eyewear designer, acknowledging this 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.

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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.

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Designerʼs profile

 

Yuichi Toyama

Eyewear designer, C.E.O. of Atelier Cinq Co., Ltd.
1993 Experienced marketing, planning at eyewear manufacturer in Fukui.
2004 Worked as a freelance designer, eyewear consultant.
2009 Established the first private label “USH”.
2010 Established Atelier Cinq Co., Ltd. in Tokyo.
2017 Renewing the brand name [ YUICHI TOYAMA ] in 2017 Spring