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Hello, everyone.
Thank you for your continued patronage of YOUTA. This year, which marks our memorable 20th anniversary, we have unveiled special products that push the boundaries of craftsmanship, including the "Jet Black Lizard," which expresses the "ultimate black," and the "Limited Tweed," an update to our legendary model for the first time in three years. Thanks to your support, both have received a response that exceeded our wildest expectations, and all of our artisans and staff are filled with deep gratitude.
As the excitement of our anniversary year continues, today we are revealing a highly important product that looks "beyond" our 20th year.
It is not just a temporary limited color.
Replacing our classic "Navy," which has long supported the YOUTA business style and has been loved by so many, is the birth of our new staple color: "Tourmaline Green," which will become our new face for the future. Starting today, we are opening pre-orders for the first production lot exclusively on our official online store.
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1. Neither black nor navy. A "third option" dedicated to the modern businessperson
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"Not as boring as black or navy, but not as casual as brown. Is there a color that perfectly balances the intelligence of the wearer with a sense of adult playfulness?"
Our answer to that question in our 20th year was "green."
In fact, "green" is YOUTA's brand color. Used in the background of our logo and throughout our interiors, it is the color that symbolizes the "intelligence and playfulness" we have guarded most closely for 20 years—it could be called the soul of our brand. However, mere forest green or olive does not fit the dignity of business wear. What we sought was a luxurious expression that further evolved this deep green, which is our brand's DNA.
A deep green that draws you in, and changes its expression enchantingly depending on the angle of the light. After repeated prototyping, the color we finally arrived at was none other than the miraculous gemstone created by nature: "Tourmaline." |
2. Designing light. The functional beauty of "Intrecciato PVC" that remains beautiful even on rainy days
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The greatest feature of the new "Tourmaline Green" is the fusion of its "multifaceted beauty" with the "absolute toughness" that allows it to be used freely 365 days a year.
The base is the YOUTA deep green we have always loved. Indoors or in the shade, it has a deep, calm presence that looks almost black or dark navy, but the moment you step out into the city and soak in the sunlight, a vivid, translucent green appears as if glowing from within. Its brilliance, which changes its expression moment by moment depending on the angle and intensity of the light, is truly that of "tourmaline," the miraculous gemstone created by nature.
What makes this gem-like shading stand out even more is the "Intrecciato (woven design)", which is also a symbol of YOUTA. As light hits the mesh embossing, carefully finished by skilled artisans to have a three-dimensional effect, it creates beautiful highlights and shadows, producing an overwhelming depth and sexiness that plain, smooth leather can never express.
And supporting this delicate beauty is our pride: "Custom-made high-grade PVC material."
If this beautiful green were expressed with genuine leather, its greatest enemy would be rain. Being forced to compromise on a rainy morning by leaving your favorite bag at home out of fear of water stains, discoloration, or loss of shape is not the functional beauty we aim for. This Intrecciato PVC boasts overwhelming water repellency that sheds rain and water like beads, while simultaneously depicting beautiful shadows. Even when faced with torrential rain or unexpected water, it does not soak in and can be wiped off to restore its original look. It is also extremely resistant to scratches, so even with friction on crowded trains or hard daily use, the beautiful luster of Tourmaline Green will never fade.
"Elegantly sophisticated, yet ruggedly tough even on rainy days."
Because we achieved the ultimate balance of these seemingly contradictory elements, it will be a partner that supports your peak performance anytime, regardless of the weather. |
3. Two sophisticated forms to match your style
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This time, we have narrowed it down to two of our most popular models in the YOUTA lineup to feature "Tourmaline Green."
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4. [Official Exclusive] Special privilege for only the "20" pieces in the first lot
 
Although we plan to make "Tourmaline Green" a future staple, this time we are accepting orders for "first lot" (initial production) limited to [20 pieces] total for Y7 and Y4. The first 20 pieces, tailored with the dedicated attention of our artisans, hold special significance in terms of quality.
Furthermore, we have prepared special hospitality just for those who pre-order starting today, September 1st, on our official online store (Shopify).
As a pre-order bonus, we will present you with a not-for-sale "Limited Genuine Leather Key Strap."
Matching the worldview of this Tourmaline Green, this is a special strap handmade by artisans, with the 20th anniversary commemorative logo beautifully embossed on high-quality jet-black genuine leather. By resting it gently against the wooden handle of the bag, the deep green, the warmth of the natural wood, and the jet-black leather unite to further elevate the class of the bag as a whole. This bonus is only for pre-orders from the official store, and distribution will end completely as soon as the initial 20 slots are filled.
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5. Finally. A new season, with a new partner
Arrival and delivery to you are scheduled for late December, as autumn deepens.
Please try to imagine yourself holding the handle of this "Tourmaline Green" with the sleeve of a newly tailored coat or jacket. It will surely make your daily commute and important business meetings feel a little prouder and more dramatic. With gratitude for the navy that has been with us for many years, we will walk into the next 10 years with this green. We look forward to your order as one of the 20 people in the world to own it first.
In our next blog (scheduled for release in late September), we will delve into the overwhelming practicality of the "Y7" and "Y4" while showcasing actual apparel coordinates to see how beautifully they harmonize in business scenes. Please stay tuned.
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[Click here for the 20th Anniversary New Staple Tourmaline Green Reservation Page]
※The first lot is limited to 20 pieces. Once the limit is reached, orders with the pre-order bonus (not-for-sale genuine leather strap) will end.
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There are many high-quality items for men's clothing, but not so for bags. So, we decided to make them ourselves. With that straightforward thought, we launched the leather bag brand "YOUTA" in 2006. As someone who had worked in various apparel-related jobs, including clothing, watches, and shoes, I focused on synthetic leather. It is a lightweight, rain-resistant material, so it requires no maintenance. The fact that it is a "vegan leather" made from non-animal materials that suits the modern age was also a reason for choosing it. Through manufacturing, which is part of Japan's traditional culture, we aim to be an entity that provides a comfortable business life for working people and supports Japanese manufacturing. Representative Kenta Sugawara
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