YUICHI TOYAMA. is an eyewear brand that combines pure design with structural aesthetics, offering simple yet unique frames that express individuality without following trends. The brand’s philosophy merges traditional craftsmanship with innovative design, reflecting a distinctly Japanese approach. Yuichi Toyama, both the designer and the namesake of the brand, creates eyewear that emphasizes simplicity, elegance, and timeless beauty. His design process is guided by five principles: Look, Think, Draw, Make, Break, ensuring each frame is unique, thoughtful, and customer-conscious. Founded in 2009 under the name "USH," the brand underwent a transformation in Spring 2017 to become YUICHI TOYAMA., marking the 25th anniversary of Yuichi Toyama’s career. This rebranding reflects the designer’s journey towards creating unconventional, high-quality eyewear that blends tradition with modernity. Yuichi Toyama’s eyewear is deeply influenced by the history of eyewear, interpreting traditional aesthetics in structure and color, while incorporating modern design elements. His collections are a perfect balance of innovation and craftsmanship, built on the highest standards of Japanese quality.