Japanese Brand Pride: "ayame" Eyewear That Captivates the World

Fifteen Years of Crafting Eyewear with Respect for History and the Present

Since its establishment in 2010, "ayame" has steadily built popularity and acclaim, now celebrating its 15th anniversary. The brand's distinctive approach involves taking classical eyewear designs and elevating them for contemporary wear using cutting-edge materials, all under the Japanese philosophical concept of onko-chishin—learning from the past to create the new.

"We create eyewear with the challenge of making it as simple as possible—seeing how much we can pare away. This comes from our belief that eyewear decorates the human face, so there's no need for excessive ornamentation. As we consider the lightness also crucial, we make our frames light and comfortable to wear. Our 'MANRAY' series, for example, weighs only about 10 grams," explains Masumi Matsumoto from Public Relations.

This minimalist design philosophy and high quality have earned "ayame" a devoted following not only in Japan but among international enthusiasts. Behind this craftsmanship is the indispensable presence of designer Yu Imaizumi.

"While many other eyewear brands work with teams of multiple people, we have only designer Imaizumi creating our entire eyewear designs. This ensures consistency without deviation in our design language. We often see customers who purchased our frames early on return to us after trying various other eyewear brands," says Kota Namekata, Store Manager of ayame optical store.
 
This minimalist aesthetic and consistent design—this waste-free approach to eyewear—represents both the great appeal and the competitive advantage that has earned "ayame" its recognition.

Made-in-Sabae: Supporting the "ayame" Eyewear Production

While design is essential in eyewear creation, the artisans who bring those designs to life are equally indispensable. Since the brand's inception, "ayame" has maintained Sabae, Fukui Prefecture, as its production base.

"Sabae is known for creating the world's first all-titanium eyewear in the 1980s, and our frames are primarily made of titanium as well. The eyewear crafted by Sabae artisans is of overwhelmingly high quality, and everyone approaches their work with serious dedication. They respond to our demands to the fullest extent possible, resulting in techniques that are exclusive to 'ayame' eyewear," explains Namekata.

This includes the world's first technique adopted in their signature "MANRAY" model: an all-metal frame that integrates the bridge and nose pads as one piece. Being titanium, it's both lightweight and strong, becoming a technology that supports the brand's popularity. Currently, they work not only with Sabae artisans but also commission highly skilled artisans in Nakatsugawa, Gifu Prefecture.

Unceasing Fashion Industry Recognition for Quality

The seamless fusion of Sabae craftsmen's techniques with designer Imaizumi's practical yet straightforward designs has earned "ayame" global support for many of its signature models. This quality has also gained recognition in fashion circles, evidenced by numerous collaboration offers spanning from fashion brands to specialized eyewear shops.
 
"In collaborations, we value communication with our partners. Counseling them about what they want to create—both in selection and throughout the process—is a crucial aspect," says designer Yu Imaizumi.

"ayame" continues to create eyewear that honors the past while embracing the present, connecting and expanding from Japan to the world through eyewear. "While we could produce frames in 3-4 months during our early days, it now takes 10 months to over a year—an extremely challenging situation. We're considering the need to move from downstream to midstream operations. 'ayame' eyewear is designed with subtractive elements, so while never flashy, we prioritize balance when worn on the face. We'd be delighted if people would try various options," says Imaizumi.

Please experience the passion behind the Japanese craftsmanship.