An Interview with Tokihito Yoshida, Director of 『esthète』

The Men's Jewelry Brand 『esthète』

An Interview with Director Tokihito Yoshida

Vendome Yamada, known for its original brand 『VENDOME AOYAMA』 and licensed overseas brands like 『ANNA SUI』 and 『JILL STUART』, introduces 『esthète』, its first foray into men's jewelry.
We spoke with Director Tokihito Yoshida, who proposes "jewelry within men's attire," about the brand's concept.

Photo: Kaoru Kitahara

Gentlemen in London's City Rarely Adorn Themselves with Gold

『esthète』 is a word that signifies the "aestheticism" movement that emerged in the 19th century. It was an era characterized by a spirit that pursued art for art's sake and sought to fully embrace beauty. This men's jewelry brand was born from a longing for that aesthetic sensibility.

It has long been said that one's attire, including the appropriate choice for time, place, and occasion (TPO), is a part of one's education. However, when it comes to how men wear jewelry and accessories, there are no established guidelines, and the habit of wearing them beautifully and smartly is not very common.

In Japan, in particular, I feel there is still little interest in changing accessories to match one's outfit.

For example, with an authentic dark suit, should one opt for gold or silver (white)?
Even among whites, there's silver, white gold, and platinum, and each has a different luster and weight.
Alternatively, how can colored stones like rubies or sapphires be beautifully incorporated with a dark suit?

With this men's jewelry brand, 『esthète』, I approach the question of "Why adorn?" and "How to adorn wisely and smartly?" from the perspective of attire, directing it with my own calm, objective viewpoint.

Three Categories of Men's Attire

For instance, gold and green stones suit a heath-colored tweed suit, while men also have personal preferences, like rock or peace symbols, that are independent of trends.
By viewing the coordination and personal tastes of such attire from a stylist's perspective, one can see the coherence between the outfit and its adornments.

『esthète』 categorizes these into three groups: "NOBLE," "MODERNIST," and "HOBBY."

"NOBLE" represents an authentic, elegant style, featuring refined items for formal occasions.

"MODERNIST" offers distinctive items that complement contemporary, up-to-date styling in men's jewelry.

"HOBBY" focuses on items that reflect a man's passions, hobbies, or mindset, suitable for daily styling with items like denim.

I want men to enjoy modernism through attire, by organizing the current chaotic state of men's jewelry—where anything goes—from the reverse perspective of styling.

Grill Cufflinks (Silver)
37,800 yen

Grill Ring (Yellow Gold) 231,000 yen
Grill Ring (White Gold) 241,500 yen

Guitar Pendant (Silver)
126,000 yen

Announcing the Club Ring Series in 2009

Club rings are indispensable to men's collections. In spring 2009, 『esthète』 will launch "Custom Order," a service allowing customers to personalize club rings by choosing the base metal, initials, and stone colors to their preference.

The original molds for these rings were crafted by Mr. HANS, one of the few remaining die-makers in America. He is a leading artisan who has previously created championship rings for the PGA and NFL, as well as rings for the U.S. Navy, Air Force, Army, and prestigious university college rings. We spent over a year collaborating with him to perfect our designs into a style that meets our satisfaction.
We hope you will look forward to it.

Each piece in the world of jewelry is both a work of art and a decorative item.

In this section, through conversations with stylish individuals who skillfully incorporate accessories like cufflinks, tie bars, and rings into their attire, we aim to convey the allure of men's jewelry.