The Aesthetic and Philosophy of Tokyo-Born Shoe Brand "YELLO" That's Captivating the World

I had been modeling for magazines since my teens, but working on monthly publications meant I rarely had extended breaks. After my regular magazine work ended, I started traveling abroad frequently. Through various experiences there, I reflected on how to advance my life, and I realized that fashion was truly my calling.

When I lived abroad, I thought that Tokyo is one of the most cutting-edge fashion cities in the world, Living overseas made me realize that Tokyo is one of the world's most cutting-edge fashion cities, with everything available—yet the high heels I wanted to wear simply didn't exist. When I was studying in Miami, everyone would spend their days skateboarding and enjoying the sun, but in the evenings, they'd dress up in heels and formal wear. I loved that culture of "fully embracing each moment." But Tokyo lacked what I considered "golden ratio high heels." The heels I found beautiful only existed overseas. That's why I decided to take on the challenge of creating them in Japan.

First and foremost, it had to be readable by everyone. I thought if people could read “HELLO”, they'd feel comfortable with the name "YELLO" too. While many brands use color names, I chose yellow because it's the most eye-catching color for footwear. Yellow is used for warning lines on roads and train platforms—it's a color that grabs attention. Also, "YELLO" has a hint of "ero" (erotic) in its sound, hiding a little mischief. I want people of all genders to look sexy when they walk.

Also, "YELLO" has an "erotic" sound to it, so it hides a bit of an ulterior motive. I want people of both sexes to walk around in a sexy way.

Rather than someone who chases after the opposite sex or follows behind others, I've always envisioned someone who walks confidently with steady strides, clicking their heels as they move forward. I aim to create "shoes that allow you to walk confidently toward the people you want to meet—with long strides, straight posture, and dignity." Since Japanese cities have well-developed train systems and you can go anywhere without a car, creating comfortable-to-walk-in high heels is crucial.

I was simply making what I wanted to wear at the time—I wasn't targeting mass appeal, but perhaps that's what worked. While I design considering everyone who says they love "YELLO," I still maintain the principle of "making what I want."

Thanks to everyone's support, renowned celebrities in Japan wear our shoes. Recently, international artists like "XG," "BLACKPINK," and "Tyla" have been wearing them, helping us gain recognition overseas.

Having grown up surrounded by various cultures from childhood, with interests that extend beyond fashion, all of these have had a profound influence on me. My family ran a game center, so I was immersed in manga and anime culture, ‘90s movies and sci-fi, visual kei bands, and in the 2000s, I was right in the heart of Shibuya gal culture. Having fully immersed myself in Japan's domestic culture, I'm confident in my ability to fuse unique essences with global trends and incorporate them into design. I believe this hybrid of otaku and gal vibes is a crucial element that sets "YELLO" apart from other brands.

However, I don't feel burdened by being "Made in Japan!" I simply incorporate things that excite me and that I find beautiful, regardless of whether they're domestic or international, based on my life experiences. My study abroad experiences in the United States and Europe, as well as inspiration from the many countries I've visited, are also essential elements of "YELLO." Now we have other designers besides me, and with people of different generations and experiences contributing their fresh perspectives, I think our designs have become even more interesting.

Calling black high heels just "black high heels" feels bland, doesn't it? Having names that express each shoe's personality lets people imagine what's in the designer's mind, and thinking about the naming background brings happiness and joy. As a brand, we want to name each item individually and deliver them to customers with deep affection. We also receive feedback from customers saying they develop an attachment to their named shoes.

Absolutely. We use low-rebound cushioning inside the insoles and carefully select materials and functionality for the outsoles. We're also developing innovations. Our shoes involve a lot of handwork. I often visit factories, and every shoe here isn't something that can be easily mass-produced by machines—from creating the last to the final product, each pair is the result of many people's hands and efforts. I'm genuinely grateful to the factory workers.

Thank you. Our Omotesando fitting salon operates on the concept that "every customer is VIP." With an increasing number of international customers, we offer tax-free service and have established a system for worldwide shipping whenever possible. Domestic shipping is free, so we can deliver to hotels at no charge. We've assembled bilingual and trilingual staff and expanded our size range to 2XL (26.5cm), ensuring international customers can comfortably experience "YELLO's" hospitality.

I don't want to expand the brand indiscriminately with numerous stores. While I'd like to increase international attention, I absolutely refuse to dilute our essence to broaden our target audience. I'm currently doing everything I can to the maximum, and I want to continue giving my all wholeheartedly to everyone who says they love "YELLO."