It was in 2008 that Yuya Hasegawa opened Brift H, a shoe polishing shop where he shines shoes behind the counter while dressed in a suit. As his dream, which began on the brink of poverty, became a reality, young people began to compete with him, striving to catch up and surpass him. When asked about his current goal, he replied, "To have shoe polishing listed as a profession that children want to pursue."

Yuya Hasegawa, a shoe polishing craftsman who runs "Brift H".

Brift H is Japan's most expensive shoe shining shop. Starting at 1,500 yen, it increased to 2,400 yen with the 2011 renovation, and then to 4,000 yen this May. The 4,000 yen course is the signature Brift H course, which includes a drink and shines your shoes right in front of you. If you leave your shoes with us, it's 2,700 yen.

Many people assume that shoe shining costs 500 yen for 10 minutes. With that preconception, it's understandable that you might think our service is expensive. However, the service we offer is not your typical shoe shining. We are confident that we have created a style that is well worth the price. Think about it: a decent hair salon would cost nearly 10,000 yen. I don't think our service is expensive at all.

I published a book this June, aptly titled "The Book of Shoe Polishing," in which I generously showcased the skills I've honed. I'm genuinely happy that my work has been recognized in the form of publication.

Let me also brag about the cream we use in our treatments. Our cream is made for us by a cosmetics manufacturer. I think it's probably the first of its kind in the world. In fact, that company has been a long-time customer of ours.

It is composed entirely of ingredients used in cosmetics. In other words, it contains absolutely no petroleum-based ingredients. It's made of moisturizing ingredients, so this is to be expected, but the finish wasn't quite smooth enough. We overcame this by adjusting the balance of the ingredients, and after three years, we created a gentle cream that can even be applied to the skin.

Between you and me, I was applying it so liberally that the cost of store-bought cream would skyrocket, which was a financial necessity (laughs).


It's been eight years since I opened this shop on Antiques Street. Currently, I have an in-shop at Bloom & Branch nearby, and I've also opened a franchise in Hokkaido. When you start selling goods, economies of scale are important. Next, I'd like to open a directly managed store in Ginza and a franchise somewhere in Kansai. Eventually, I plan to land in New York. I'm thinking of going there for research next year. My book will soon be released in Korean and Chinese editions, but I'd like to somehow create an English edition as well. It would serve as my business card. My goal is to be like Marie Kondo (laughs). To become the global standard, you know.

When I decided to open a shoe-shining service on Antique Street for 1500 yen, everyone around me said it would definitely fail. It's a little behind schedule compared to the original plan, but it's turned out pretty well.

The person who taught me that there is no distinction between noble and ignoble professions.

My decision to make a living shining shoes stemmed from the street and punk spirit, but ultimately, I can't ignore my mother's influence. My mother ran a hostess club, and that's how she raised me. She taught me firsthand that "there is no noble or ignoble profession."

I was really impressed by his composure when he was polishing his car at Shinagawa Station. I secretly came to take a look. Unfortunately, I arrived just as the police were about to remove it. My mother, who was peeking over from the pedestrian overpass, just walked away without saying a word. Amazing, isn't it?

Oh yeah, I heard from my sister a little while ago that he straddled a tough guy and beat him up. I was really surprised by that (lol).

Text: Takegawa Keiji
Photo: Ozawa Tatsuya

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Isetan Shinjuku Store, Men's Building , B1F = Men's Shoes
03-3352-1111 (main representative)