Tokyo-based eyewear brand „Ayame“ was established by Yu Imaizumi in 2010. Having worked in the beauty industry as a hair & make-up artist from the age of 16-21, he now applies his passion of "making faces more beautiful" to the creative direction of Ayame.
The desire to create his own sunglasses evoked when he experienced distress wearing Western brands, which are stylish but not particularly made for Japanese bone structure.
Deciding to produce his own brand in 2005, he learned eyewear design through training from Yellow Plus founder Mr. Yamagishi in the mecca of eyewear, the small city of Sabae, Fukui, and self-study thereafter.
It took him 5 years and much tenacity to convince the highly skilled craftsmen from Sabae to produce for him.
Today, the Ayame brand is very much connected to the Tokyo fashion scene. Nevertheless, his design approach is not to stick to what fashion dictates. His core philosophy is to design items that make a face more beautiful.
The brand name “ayame =菖蒲” means Japanese Iris. The flower is the symbol of Yu Imaizumi’s home town. By changing the word’s characters to “ayame =彩目”, Yu attaches a new meaning to the brand: “aya =彩” means colouring and “me =目” means eyes.
“Ayame” pursues to create a tool to colour your eyes.