"Customer requests, the skills (craftsmanship) of the eyewear artisans, and design ability—this trinity is the concept of SUGIMOTO KEI , and if even one of them is missing, a good product cannot be made," asserts designer Yoshihiko Sugimoto. Sugimoto believes that "products are living things," and he always keeps a notebook by his bedside when he sleeps to jot down any ideas, thoroughly examines materials, and personally searches for factories. The glasses that he releases to the world are "products that speak for themselves, even when they are just sitting on a table."

Event Information

Japan Eyewear Promotion

□December 26th (Tuesday) - January 16th, 2018 (Tuesday)

□ Isetan Shinjuku Store, Men's Building 8th Floor = Isetan Men's Residence ■ Participating Brands: G4/G-Four MASUNAGA Sugimoto Kei

*Production of this product has now been discontinued. Please be aware of this beforehand.

The "KS-22" is a masterpiece that has broadened the brand's recognition.

Thinking, "I can't do the same thing as everyone else," Kei Sugimoto launched his own brand, and the model "KS-22," also known as number 22, quickly attracted attention in the eyewear industry.

"I came up with a three-dimensional frame design with sharp edges using thick acetate fabric, and when I took the prototype to a retailer, they recognized it as a 'design that seems like it should have existed but didn't.' So I took the 'hiko' from Yoshihiko Sugimoto and came up with a three-letter brand name that fits well. Model 22 is a frame that is polished by hand by craftsmen one by one, so mass production was difficult, but we won the Grand Prix in the men's category at IOFT (International Optical Fair Tokyo, Asia's largest international eyewear exhibition) 2009," says Mr. Sugimoto.

Although production has now ceased, it remains one of the brand's signature frames.

What are the sources of ideas for cutting-edge and original designs for the next generation?