FASHION /
NEWS
July 17, 2017
Eyewear Brand "USH" Rebrands, First Collection Now Available | YUICHI TOYAMA.|S|
YUICHI TOYAMA.|S|
Inspired by the Competitive Jump Rope Sport "Double Dutch"
Eyewear designer Yuichi Toyama is known for creating glasses that draw out the wearer's individuality, based on a design process of "seeing, thinking, drawing, making, and breaking." He has led his brand "USH" since 2009, developing it both domestically and internationally. However, starting with the Spring/Summer 2017 collection, the brand name was changed to "YUICHI TOYAMA." A sunglass line was also announced at the same time.
Text by Satsuki Wakabayashi
The Sunglass Line by Eyewear Designer Yuichi Toyama
The sunglass line "YUICHI TOYAMA.｜S｜" is crafted by Toyama. The theme of the first collection is "Double Dutch." One day, while strolling through Yoyogi Park, Toyama encountered young people engaged in "Double Dutch," a jump rope sport using two ropes.
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He was captivated by the beauty of the lines the ropes drew in the air, which inspired the front design of the glasses. He sketched on the spot, leading to the idea of constructing the frame with two lines, divided at the joint between the temple and the front.
Beauty Like a Shadow. Special Lenses Developed Jointly with a Manufacturer
From there, Toyama incorporated influences from Dutch design into the frames, drawing a connection through the word "Dutch." By applying cloisonné coloring to the front, the glasses achieve a "one-stroke" appearance when viewed from the front. For the material, lightweight yet durable titanium is used, which is also less likely to cause metal allergies, ensuring exceptional comfort.
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The "Double Dutch Series," inspired by a chance encounter and elegantly realized as eyewear through the designer's filter, is conceptual and full of playful spirit. These frames are sure to capture the attention of many passersby this summer.
Yuichi Toyama
Eyewear designer and Representative Director of ATELIER SANS FACON Co., Ltd. Joined a eyewear manufacturer in Fukui Prefecture in 1993, working in marketing and product development. After going independent in 2004, he worked as a freelance designer and eyewear consultant. In 2009, he established his own brand "USH" and released collections domestically and internationally for the following six years. In 2010, he established ATELIER SANS FACON Co., Ltd. (Head Office: Tomigaya, Shibuya-ku, Tokyo) and became its Representative Director. From the Spring/Summer 2017 collection, the brand name was changed to "YUICHI TOYAMA."
YUICHI TOYAMA.|S| Double Dutch Collection
US-013 Price: ¥35,000 (excl. tax)
US-014 Price: ¥37,000 (excl. tax)
US-015 Price: ¥40,000 (excl. tax)
US-016 Price: ¥40,000 (excl. tax)
US-017 Price: ¥40,000 (excl. tax)
Inquiries
ATELIER SANS FACON
Tel. 03-6407-0990
http://yuichitoyama.com/