The story of Yellows Plus
by Mathias Stering on Sep 07, 2022
YELLOWS PLUS stands for the traditional form of beauty. YELLOWS PLUS is designed and manufactured in Japan. The Fukui area is the center of handmade eyeglass frames in traditional Japan. The area is known worldwide for its tradition of artisans where knowledge has been passed down from generation to generation. Toshiaki Yamagishi was born in Fukui, Japan in 1969.
While working as a salesman for his family's optical company, he was approached by one of the popular Japanese clothing stores to design their own frames. A couple of years later, aged 32, the knowledge had grown so much that Toshiaki launched his own brand YELLOWS PLUS. The brand began as "the collection with the Japanese people, for the Japanese people, and by the Japanese people". Today, YELLOWS PLUS has become one of the most prominent Japanese eyewear brands in the world for its universal and traditional form of beauty, high quality and comfort.
YELLOW'S PLUS design philosophy is to ensure that the traditional Japanese beauty together with the modern aesthetic lives on to the next generation. Toshiaki Yamagishi believes that bows that naturally have the timeless beauty in them suit all individuals, styles and occasions. That is the reason why the purest models have remained on the market through all generations, regardless of prevailing fashion trends.
To realize his vision with YELLOWS PLUS, Toshiaki Yamagishi manufactures all frames in his hometown in Japan. The craftsmanship is absolutely decisive on products that are placed on the most noticeable part of the face, and then 1 millimeter on the width of the frame, or 1 degree difference on the angle makes the impression completely different. Toshiaki believes that as a successor in this craft profession, it is extremely important to develop new methods for future generations, just as his ancestors did. That desire and knowledge to further develop and continue to meet the extremely high quality controls on the frames is what makes YELLOWS PLUS and the craftsmen in Fukui have a reputation that extends all over the world.