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Hello everyone.
Today, I would like to share with you the "behind-the-scenes" story of the development of our special new 20th-anniversary product, the "Y31 Mini Shoulder", for which advance reservations begin on our official website on Thursday, October 15th at 11:00 AM. It’s a bit of a long story, but I really want to share it with you all.
This bag encapsulates YOUTA's 20-year history and craftsmanship. In truth, its completion was the result of our artisans’ immense struggles and uncompromising dedication.
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1. Seeking the "Ideal Mini Bag" for Our 20th Anniversary
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"We want to create an Octavia-esque mini bag that lets you carry your smartphone and essential items with ease, without sacrificing the dignity of an adult."
That desire was the starting point for the Y31 design concept.
For daily stress-free use, we adopted a "highest-quality synthetic leather" that combines "surprising lightness" with "toughness that can handle rain and dirt." By combining this with Octavia’s traditional "high-quality leather handle," we completed a combination bag for adults that strikes a perfect balance between casual and luxury. However, the really difficult part started after that.
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2. The Irresistible Charm of Two Masterpiece Materials
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Initially, we planned to make this bag with only one material. However, when we created prototypes using two of the masterpiece materials that have colored YOUTA's history, the company fell into a happy state of chaos.
One is the "Light Series," which boasts an elegant sheen and surprising lightness.
The other is the "ELK Series," which is thick, supple, and clings to the hand. "The Chocolate and Burgundy in the Light Series add a refined lightness to heavy autumn/winter coat styles."
"The Sky and Dark Green in the ELK Series allow their vibrant colors to shine deeply and beautifully because of their thick texture." Both materials had their own distinct merits, and we couldn't bring ourselves to choose just one. "In that case, let's create a luxurious variety using both materials in four colors that maximize the appeal of synthetic leather." This was the moment our special lineup was decided.
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3. Artisan Struggle: Why Was "15 per Color" the Limit?
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However, this decision marked the beginning of a grueling challenge for our artisans.
Even though "Light" and "ELK" are both synthetic leather, their fabric thickness, softness, and elasticity when machine-stitched are completely different.
Even with the same "Y31" pattern, an ideal, beautiful silhouette cannot be born unless we change the lining reinforcement, needle size, and sewing speed to suit the material. Mass-producing them like machines is impossible.
Skilled artisans must check the individuality of each material by hand and breathe life into it with millimeter precision to prevent any loss of shape. "This is the limit for what we can craft with perfect quality by the end of January."
The number the artisan presented was [only 15 per color (60 in total)]. We would rather offer authentic products in limited numbers than lower the quality. With that sentiment, we chose to limit it to "15 per color" as part of our 20th-anniversary project.
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4. Gratitude for 20 Years: An "Under 30,000 Yen" Challenge Regardless of Profit
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I really want to tell you one thing here.
This Y31 Mini Shoulder was developed as YOUTA's "first Dulles bag," condensing the aesthetics of our signature Dulles bag into the smallest size. "We want those who have never owned a Dulles bag to experience this beautiful classic worldview."
"We want to give the best possible gift back to the fans who have supported us for 20 years."
With that in mind, as a special anniversary project, we decided to ignore profits entirely and keep the price at [under 30,000 yen (29,700 yen including tax)].
To be honest, offering 60 limited-edition bags, each painstakingly crafted by an artisan, at this price is a massive loss for the brand. But precisely because it's a 20th-anniversary celebration, we have packed our passion into this price without caring about profitability at all.
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5. A Fateful Encounter: The Excitement of Adding Urushi Lacquered Handles
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This is how the Y31 was born as a crystallization of artisan skill. While the bag is beautiful enough with its standard genuine leather handle, when we happened to snap on our top-tier "Urushi lacquered handle," a cheer went up in the atelier.
The moment the traditional "deep sheen of Urushi," layered many times over, met the light and active synthetic leather body (Y31).
The contrast of the different materials created an overwhelming sense of luxury and the sophisticated beauty of Japanese Modern. It is truly the ultimate combination that provides both "ease of use for daily life" and "dignity suitable for formal occasions." The glow of the lacquer reflects light quietly, yet powerfully, every time you move your hand.
"We want the fans who have supported our 20th anniversary to experience this breathtaking beauty as a set." With that strong desire, during this Y31 advance reservation period, for 4 days only, from Thursday, October 15th at 11:00 AM to Monday, October 19th at 6:00 PM, we have decided to simultaneously hold a
[10% OFF Sale on all Urushi lacquered handles], usually priced at 13,200 yen. |
6. As a special partner to welcome the New Year
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The Y31 mini shoulder bag is scheduled to be delivered around late January.
A time to welcome a new beginning in the New Year.
Featuring a durable body suited for everyday use, paired with a "lacquered handle" that embodies the soul of craftsmen and traditional techniques. We would be overjoyed if it could stand by your side in your daily life, helping you walk a little taller.
Furthermore, as a token of our appreciation, those who place a pre-order this time will receive an exclusive, not-for-sale "20th Anniversary Limited Cosmetics Pouch," which sold out to great acclaim at our recent event. It is a special anniversary item available only now, perfect for using with your bag.
These fateful four days begin on Thursday, October 15th at 8:00 PM.
Quantities are limited to 15 per color, and orders will be strictly first-come, first-served. We invite you to take this time to carefully imagine your preferred material, color, and choice of lacquered handle before the launch. We look forward to seeing you there.
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There are plenty of high-quality options for men's clothing, but the same cannot be said for bags. That is why we decided to make them ourselves. With that straightforward mindset, I launched the leather bag brand "YOUTA" in 2006. Having worked in various areas of the apparel industry, including clothing, watches, and footwear, I focused on synthetic leather. It is a lightweight, water-resistant material, so it requires no maintenance. Another reason for choosing "vegan leather"—a non-animal-based material—is that it is suited for modern life. Through craftsmanship rooted in Japanese tradition, we aim to provide a comfortable business life for working people and support Japan's manufacturing industry. Representative, Kenta Sugawara |
