Yuichi Toyama // Experiments in pure design

The Japanese designer Yuichi Toyama has presented distinctive and unique eyewear collections for 2021, offering pure Japanese design with structural aesthetics. The ranges include the Confine Collection, characterized by hybrid frames combining the volume of acetate and the lightness of metal. With a soft, harmonious color palette, the Confine Collection also offers subtle metal details in its “effortless” balanced design style.

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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.

Yuichi Toyama, both a brand and a person

He works from a philosophy of merging traditional skills with innovative design. With a particularly Japanese approach in his eyewear, he isn’t afraid to combine opposites to emphasize the simple elegance and timeless beauty of eyewear as an everyday object. The frames are designed according to five guiding principles: Look, Think, Draw, Make, Break. Working this way, Toyama creates designs that are consistently unique and consciously aware of the customer for whom he creates. In the 7Double Lens Collection, working together with a specialist lens manufacturer, Yuichi Toyama developed a revolutionary approach to color combinations, enabling a two-tone depth effect on a totally flat lens.

Yuichi Toyama glasses - U-116-01
Yuichi Toyama glasses - U-107-01
Yuichi Toyama glasses - U-115-01
Yuichi Toyama glasses - U-111-01
Yuichi Toyama glasses - U-118-01
Yuichi Toyama glasses - U-106-01
Yuichi Toyama glasses - U-120-01

About the brand

Yuichi Toyama eyewear is simple but unique: expressing individuality without following trends. Marrying traditional craftwork and innovative design, he 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 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.

Starting Spring 2017 the 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.

Author: maarten weidema

After being a freelance eyewear designer since 1999, TEF founder Maarten Weidema now solely writes about his fellow designers in the optical industry. His passionate mission is to promote independent eyewear to the international optical arena, backed up by a large group of bloggers and journalists from all over the world. He has recently been awarded "International Optical Personality of the Year", "Leading Innovator in Optical Social Media Marketing", "Social Media Marketing Company of the Year" and received several awards for "best eyewear blog" for his efforts to promote independent eyewear to a community of 517.000 eyecare professionals.

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