YUICHI TOYAMA. is both a brand and a person: the name of the designer behind it all. Marrying traditional craftwork and innovative design. setting the standard for ‘new made-in-Japan’ quality today, he works from a philosophy of merging traditional skills with innovative design. A particular approach in his eyewear can be seen that isnt afraid to combine opposites to emphasize the simple elegance and timeless beauty of eyewear as an everyday object.

The town of Sabae in Fukui, Japan is where more than 96% of all eyewear is produced in Japan. It is the undisputed seat of the eyewear industry today. Yuichi Toyama draws upon decades of eyewear industry experience and a deep passion for discovery and innovation to push the limits of engineering possibility and uncover new creative territory. Yuichi Toyama designs frames based on 5 guiding principles: Look, Think, Draw, Make, Break.