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. Pure design and structural aesthetics. YUICHI TOYAMA. eyewear is simple but unique: expressing individuality without following trends. 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.