EYEWEAR RETAIL REPORT

EYEVAN 7285, TOKYO

Text MIO HAYASHI

EYEVAN was initially launched in 1972 with a concept of “eyewear for dressing as a fashion item”, featuring Japan’s genuine craftsmanship, creativity and imagination. A little more than 40 years later, in 2013, a new design team reconstructed the brand EYEVAN 7285 based on the original archives and has been creating collections it envisions as “truly beautiful”.

With a dedication to details and materials, the clean, simple aesthetics that have been stripped down to their essence, which serves as the brand’s design philosophy, and this is also reflected in the minimal interior of the new shops.

“Rather than the uniqueness that originates from having many elements, we chose the uniqueness that originates from having fewer elements”, comments Mr. Makino, the manager of the Tokyo shop. All aspects related to the shop interior, from its design to the selection of accessories were done by the brand’s design team.

Two new flagship stores, one in Tokyo and another in Osaka were opened simultaneously this year on March 10, celebrating the brand’s original company location as well as the founder’s birthplace.

The products are created purely based on the pursuit of beauty and aesthetics and not according to any marketing target as the brand explicitly does not focus on trends.

As for the bestseller, it’s the 717, a combination of plastic and metal that incorporates details of pilot glasses. The design direction for the upcoming season is minimal with a light feel, featuring colors in the pale tone range, with metal continuing to be a key material.

EYEVAN 7285 TOKYO

1F, 5-16-2, Minamiaoyama
Minato-ku, Tokyo 107-0062
+81 3 3409 7285
www.eyevan7285.com

Illustration: courtesy of EYEVAN 7285

This article originally appeared in the MUSIC issue // published in April 2017.
A celebration of the best musical acts from around the world and a look behind the scenes of different music genres, featuring Glen Ballard, Les McCann, Doe Paoro, Susie Suh and more.