U-171 BER col.03

The brand was established in 2009 as "USH", but changed its name to reflect the designer's own name in the 2017 Spring/Summer collection. The brand's policy is "traditional techniques and innovative design". The brand pursues a new "Made in Japan" style with traditional Japanese craftsmanship and innovative design.
Designer Yuichi Toyama's frames are designed based on the five routines he imposed on himself: "See, Think, Draw, Make, Destroy." They are highly acclaimed both in Japan and overseas as products that are original yet closely related to the user's daily life. The brand concept is "Neutral," and the designs are simple with pure design and structural beauty, and are not influenced by trends, yet have a unique presence.