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Hello, I'm Sugawara, the designer. It's hard to believe that 20 years have passed since the brand started.
For these 20 years, we have continued our endless journey of "monozukuri" (craftsmanship).
What we have consistently pursued, even as times change and trends evolve.
It is the "texture close to the real thing" that makes your heart tremble the moment you hold it, and the "universal beauty" that accompanies your life the more you use it.
As we reached the major milestone of our 20th anniversary, we asked ourselves a question:
"What is the best product we can express now?" The answer we arrived at is the "20th Jet Black Lizard" series, which we are introducing today.
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1. The "black" of our 20th year is not just black.
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In business bags, "black" is the most basic yet also the deepest color.
Although we have handled countless "blacks" in the past, the 20th-anniversary model we aimed for is a "jet black" that has an elegant sheen and yet emanates a strong will from within. Why did we insist on "black" so much?
It's because black is the color that most cruelly reflects the dignity of its owner. Because there's no room for deception, the quality of the material, the beauty of the tailoring, and the philosophy of the design are all revealed. For this project, we poured all of our accumulated network and technology into embodying this "jet black."
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2. Why did we intentionally choose "Lizard"?
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First, the main material we chose for our 20th anniversary is "lizard (lizard) PVC leather," which is synonymous with exotic leather.
Unlike the standard lizard series with a matte texture, this is a custom-made lizard PVC material with a delicate, jewel-like sparkle.
The fine scales (spots) that adorn the surface of the lizard are like a geometric pattern created by nature. No two arrangements are the same, and they show various glitters depending on the angle of the light. However, the real reason we chose lizard is not just its "rarity."
In fact, despite its delicate appearance, lizard PVC leather is a very light and soft material. It also excels in water repellency, a benefit of PVC, so you can use it freely even on rainy days. Rather than something "beautiful but difficult to handle," it's "beautiful, so you can use it casually every day."
This practical luxury is the conclusion of our 20 years. |
3. Three carefully selected forms for business use
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This time, the jet-black lizard adorns three masterpieces that have supported our history.
The elegant YK7 Horizontal M size. From business to formal occasions, it has a presence that inspires its owner when it matters most.
The YK3 Vertical L size, which blends into daily life. Its golden ratio proportion best showcases the beauty of the lizard's patterns. Also suitable for one-night business trips.
The Horizontal L size, boasting the largest capacity among the three. With its classic Dalles bag horizontal design, it's recommended for one-night business trips or for those who carry camera equipment.
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The initial lot will consist of 15 pieces each for these three models, totaling 45 pieces. While this may seem like a small number, it allows us to secure handles and materials of a quality we are satisfied with, and for skilled craftsmen to meticulously handcraft each piece. |
4. An unfinished story, with you
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While there were many great men's clothing items, bags were scarce. So, we decided to make them ourselves. With this straightforward idea, we launched the leather bag brand "YOUTA" in 2006. As someone who had worked in various apparel-related fields, including clothing, watches, and shoes, the material that caught my attention was synthetic leather. It is lightweight, rain-resistant, and requires no maintenance. The reason I chose synthetic leather was also because it is a "vegan leather" made from non-animal materials that suits modern times. Through monozukuri, a traditional Japanese culture, we aim to provide a comfortable business life for working people and become a pillar supporting Japan's manufacturing industry. Representative Kenta Sugawara |
