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construction gives them an identity of their own. The frame becomes a quiet collaborator, allowing personality to come through. It is something to be worn, lived in and experienced. That everyday relationship is central to the brand’s idea of eyewear as an object of simple elegance and timeless beauty. Yuichi Toyama’s greatest contribution may therefore be less about creating a recognisable signature shape and more about establishing a way of thinking. interpretation of traditional aesthetics, structural forms and colour. DESIGNED FOR THE PERSON For all its focus on structure and craftsmanship, YUICHI TOYAMA ultimately begins with the wearer. The brand’s concept is deliberately neutral: pure design, structural aesthetics and individuality without dependence on trends. Trends tell us what is happening now. Good design gives us something we can live with. YUICHI TOYAMA frames are created with that longevity in mind. Their restraint allows them to adapt to different faces, personalities and wardrobes, while their distinctive with restraint, while contrasts can make a seemingly simple frame reveal another dimension. A classic silhouette might carry an unexpected detail, revealing a more intricate story beneath its simplicity. This attention to construction gives the eyewear a distinctive presence without making it theatrical. It is individuality expressed through proportion rather than decoration. RE-BORN The evolution of YUICHI TOYAMA is closely tied to the designer’s own journey. In Spring 2017, the brand formerly known as USH by Yuichi Toyama was renamed YUICHI TOYAMA. The change marked a moment of renewal after 25 years of Yuichi Toyama’s journey as an eyewear designer. ‘Re-Born’ became an appropriate description. The new chapter carried the past forward while giving the design language greater freedom to evolve. Toyama’s understanding of eyewear history remains visible in his collections, particularly in his THIS ATTENTION TO CONSTRUCTION GIVES THE EYEWEAR A DISTINCTIVE PRESENCE WITHOUT MAKING IT THEATRICAL 38 VISION PLUS INDIA EDITION