DEEPTOKYO
magazine
EN
DEEPTOKYO
magazine
EN
2025.11.28
PR"Zoff" introduced a compelling idea to the world: that glasses could be changed as effortlessly as clothing. By shifting eyewear from a purely corrective tool into an integral part of fashion and everyday culture, the brand expanded how people think about “seeing.” Combining accessible pricing, same-day pickup, and uncompromising Made-in-Japan craftsmanship, Zoff sparked a quiet revolution from its first store in Shimokitazawa. Today, from Tokyo to global cities, the brand continues to redefine the value of sight—and the role eyewear plays in modern life.
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The story of "Zoff" began in 2001, in the creative enclave of Shimokitazawa in Setagaya, Tokyo. At the time, glasses in Japan were viewed as specialized medical devices: practical, expensive, and often sold in hushed, formal shops. Wanting to challenge these conventions, the founders chose Shimokitazawa—a neighbourhood known for independent culture and free-thinking youth—as the ideal place to launch a new kind of eyewear experience.
They envisioned a bright, glass-fronted store that felt relaxed and approachable. With its pop-inspired interior, affordable pricing, and the ability to finish glasses on the spot, the shop dismantled the traditional image of eyewear stores as intimidating and overly serious.
The concept of “changing glasses like you change a T-shirt” was radical at the time. Drawing from an apparel-industry background, the founder believed glasses should be selected by mood, style, or season—just like clothing. Until then, most purchases were driven by necessity: broken frames, worsening vision, or a lost pair. Zoff reframed eyewear as something expressive, enjoyable, and closely connected to personal style.
Zoff’s first Shimokitazawa store, opened in 2001. The space was redesigned in 2021 to mark the brand’s 20th anniversary.
Open, welcoming interiors and easy-to-browse displays helped overturn the traditional perception of eyewear stores as formal and unapproachable.
A promotional flyer distributed at the opening. The striking visual and message "A new era of ¥5,000 glasses" symbolized the brand’s philosophy of “making eyewear free and accessible,” drawing widespread attention.
A selection of early designs. Narrow vertical frame shapes—then highly popular—paired with colourful, expressive palettes defined the initial lineup.
The original Zoff logo featured a Siberian Husky puppy, chosen because its natural facial markings resembled a pair of glasses.
Glasses are not only tools for seeing—they are tools for expressing. It holds the potential to shape mood, reveal character, and enrich daily life. Zoff recognised this early and sought to create a culture where eyewear becomes a natural extension of self-expression.
A pair of glasses, sitting at the center of the face, will play a central role in expressing individuality. This quiet shift toward a new kind of eyewear culture began, fittingly, in the streets of Shimokitazawa.
In the early 2000s, when Zoff launched, waiting several days to purchase glasses was the norm. Vision testing, frame selection, and lens processing—each was a separate process, and obtaining a pair required both time and cost. It was Zoff's business model that changed this convention.
Zoff reshaped this norm through a vertically integrated SPA (Specialty store retailer of Private label Apparel) model—managing everything from design and manufacturing to in-store sales. This allowed for precise inventory control, clear pricing, and efficient production.
Most importantly, by installing lens-processing machines directly in stores, Zoff enabled customers to receive finished glasses within 30–45 minutes. The speed aligned naturally with modern urban lifestyles and introduced a new kind of shopping experience, which turned “I want it” into “I have it now.”
Zoff’s SPA model—encompassing planning, manufacturing, and sales—ensures fair pricing without compromising quality.
Staff support customers through consultation, measurement, lens processing, and handover. Interpretation devices help ensure smooth service for international visitors.
In-store machines allow lenses to be cut and fitted on-site, enabling Zoff to deliver glasses within 30–45 minutes.
By collaborating directly with factories rather than through intermediaries, Zoff expanded its design range. Stores carry around 1,600 frame types at any given time, with nearly 100 new releases each month.
These innovations stemmed from simple customer-centred questions:
“Why are glasses so expensive?”
“Why can’t something worn at the centre of the face be more stylish?”
This thinking led to Zoff’s signature three-tier pricing: ¥5,000 / ¥7,000 / ¥9,000.
In the eyewear industry at the time, frames and lenses were priced separately, and the final costs were often unclear until checkout. Zoff eliminated this opacity by displaying prices upfront, creating an experience where "buying glasses is more casual and reassuring." The three-tier pricing of ¥5,000, ¥7,000, and ¥9,000 reflected Zoff's concept of "fair pricing for glasses." Clear, accessible pricing transformed eyewear from a special, occasional purchase into an everyday style option.
The aim wasn’t merely to make glasses cheaper. It was to redesign the entire purchasing experience.
That became one of Zoff’s defining revolutions.
This was another revolution envisioned by "Zoff.
Despite its reputation for accessible prices, Zoff has always maintained a deep commitment to quality. Even with mass production, the brand introduced a Made-in-Japan line early on, collaborating with factories in Sabae, Fukui—the heart of Japan’s eyewear manufacturing. Here, skilled craftspeople oversee each step of production with remarkable precision. Even in international facilities, Japanese engineers and on-site staff ensure the brand’s consistent “Zoff Quality, regardless of where it's made.”
Central to the brand’s development is a philosophy rooted in real customer concerns. Designers, engineers, and store teams work closely to translate feedback into new ideas. This approach led to the 2011 launch of "Zoff SMART", a category-defining product that addressed concerns about weight, durability, and comfort—ultimately selling more than 9.5 million units. Other innovations include "Galileo", an all-rubber, highly flexible frame, and "Zoff COLORS" (introduced in 2024), a collective term for fashion-forward color lenses. These photochromic, polarized, and high-contrast lenses change color with UV exposure, attracting attention as fashionable lenses with diverse functions. By incorporating "UV eye care," which hasn't yet fully penetrated Japan, into daily life and spreading a culture of protecting eyes while enjoying fashion, Zoff aims to create this new habit.
The "Made in Japan" series crafted by artisans in Sabae, Fukui Prefecture, the "holy land of eyewear." Using uniquely Japanese high technology, they've created ultra-thin, ultra-lightweight frames weighing approximately 3.6g, with temple diameters of about 0.75mm.
"hexagon" from the "Made in Japan" series. The front material uses lightweight, high-strength pure titanium made in Japan. Diamond cutting is applied to make every detail stand out. ¥19,900
Zoff's original color lenses offer a wide range, from natural tones suitable for everyday use to darker options that effectively reduce glare.
In 2025, "color photochromic function" and "high contrast function" will debut. The photo shows the "color photochromic function," which appears lighter indoors and at night but turns darker outdoors during the day due to UV rays.
"REMASTER" from the "DESIGNERS DIRECTION LABEL," where Zoff designers commit to every detail, updates 2000s trends for contemporary wear. ¥13,300
"D.D.Spectacles" features minimalist design with unnecessary elements removed, creating an elegant and intellectual impression. Combined with classic lens shapes and sizing, it's a timeless masterpiece for long-term use. ¥13,300
"VOLQUE" features delicate engraving on the front, creating a gorgeous and substantial presence. The 8mm thick frame and baroque-style decoration create a presence that complements both simple and distinctive styling. ¥16,600
"STROBE XX" features a substantial design inspired by military and workwear styles. Paring matte titanium with plastic components, the rugged metal parts stand out. It's a collection that combines intellectuality with strength.
A spirit of playfulness animates Zoff’s design culture. Collaborations with anime characters and fashion brands, abundant color variations and limited designs, and themed projects aligned with seasons and trends. Supporting this free thinking is a designer-led project culture. Projects like "DESIGNERS DIRECTION LABEL" allow designers to participate in theme setting and material selection actively, creating an environment where ideas are easily shared company-wide. This open culture is the driving force behind new products and collaborative projects.
The challenge Zoff began in 2001 in Shimokitazawa has now spread throughout Japan and into Asia. At its core remains a distinctly Tokyo sensibility—one that moves effortlessly between lifestyle, culture, and design. With this spirit, Zoff is stepping confidently onto the global stage.
Today, stores welcome visitors from around the world with multilingual support in English, Chinese, Korean, and more. Staff carry interpretation devices to provide the same attentive service international customers would expect in Japan. The brand’s hallmark speed—glasses ready in as little as 30 minutes—and accessible pricing (“from ¥5,500 for frames with lenses”) continue to resonate with global consumers.
In 2020, they unveiled the new brand concept "Eye Performance," redefining glasses from "vision correction devices" to "tools that enrich life." Just as athletic footwear enhances physical ability and cosmetics nurture beauty, Zoff aims to be an entity that stimulates human sensibility beyond "seeing" and "expressing." The origin of development is the fulfillment of wants, not needs. To create "what has yet to exist in the world," they continue product development that enhances Eye Performance, starting from field feedback. They're also focusing on educational activities to communicate the effects of UV rays on the eyes. Through diverse color lenses, including "Zoff COLORS," they're spreading a new culture of "protecting eyes while enjoying fashion."
Zoff's current logo. The Siberian Husky puppy that symbolized the brand since its founding was renewed as an illustration for the 20th anniversary.
A collaboration model with "RIRONE," the brand of Gento Kono, who is active as a YouTuber and entrepreneur. The design cuts out excess visual information to enhance concentration during study. With lightweight materials and a comfortable fit, it's an optimal choice for students.
"Megane Tokidoki Sunglasses (Glasses Sometimes Sunglasses)" features front attachments that magnetically snap on and off. It's a convenient 2-way series that eliminates the need to switch between glasses and sunglasses.
To protect children's eye health, Zoff conducts visiting classes. By learning through enjoyment, the aim is to provide opportunities for children to think about eye health, relationships with digital devices, and the importance of UV protection.
Through a partnership with Joshi Sei Gakuin Junior & Senior High School, Zoff supported Japan’s first school-approved use of designated sunglasses to protect students’ eyes from UV exposure.
Blending design with function, engaging with culture, and maintaining a thoughtful social perspective—Zoff is not merely evolving a brand but reimagining what eyewear can mean in modern life. It is a message from Tokyo to the world: that new values can emerge from rethinking familiar objects.
Glasses will no longer be defined solely by their purpose. They will reflect personal taste, lifestyle, and daily choices. With a commitment to freedom, enjoyment, and accessibility, Zoff will continue elevating Eye Performance—and reshaping global expectations—one pair at a time, from Tokyo.
