Opened in June 2022 at Isetan Shinjuku Store, Men's Building , BLANC a brand that has quickly become popular as eyewear that blends seamlessly with fashion. We interviewed designer Toshiyuki Watanabe about the brand's appeal and featured a series that uses "photochromic color lenses" that can be used as both eyeglasses and sunglasses, making them very useful for the upcoming season. We also introduce the series with style samples from six male and female Isetan staff members, supervised by Mr. Watanabe.

View BLANC products at the Mitsukoshi Isetan online store.

Neutral eyewear that can be colored in various colors (personalities)

BLANC , an eyewear brand that recently opened on the 6th floor Isetan Shinjuku Store, Men's Building is doing very well. Particularly attracting attention is their series that uses "photochromic color lenses," which change not only the density but also the tone of the color depending on the amount of ultraviolet light in the surroundings. Drawing on his experience as a sales staff member and buyer at select shops, designer Toshiyuki Watanabe sees eyewear as a fashion item that can be freely enjoyed according to one's mood and style.

Furthermore, BLANC recommends that customers check their appearance in a full-length mirror when trying on glasses at their directly managed stores. In other words, it is an eyewear brand that is very conscious of the user's style, fashion, and overall coordination.

To learn more about BLANC 's design philosophy, commitment to craftsmanship, and the appeal and popularity of their "photochromic color lenses," we interviewed Mr. Watanabe himself. To clearly illustrate the benefits of "photochromic color lenses," we asked him to select BLANC 's unique photochromic eyewear that fits the diverse styles of the distinctive Isetan staff.


Watanabe: I wasn't originally on the manufacturing side of eyewear; I was on the side of selecting and buying (for my own store and customers). Moreover, I mainly dealt with sunglasses as a fashion item, not eyeglasses for vision correction. So, for better or for worse, I don't pay attention to industry conventions. When choosing eyewear, including eyeglasses, you shouldn't be limited by what's commonly called "face shape." It could be music, movies, or fashion. I believe you should enjoy it in your own "style."

-- Mr. Watanabe says that when designing BLANC eyewear, he tries to avoid details that are too assertive or that would immediately identify the brand. The brand name BLANC (French for "white") also refers to light, which is closely related to eyewear. And "white" is the simplest and most neutral color, a color that can be dyed any color. What he aims for is not eyewear that adds color, but eyewear that is dyed in the color (individuality) of each person.

Watanabe eyewear is neutral, like a "white" light, that suits everything from high fashion to casual and street styles. We've always aimed to create a brand that can be a "supporting actor," seamlessly blending into any styling, so that people will think, "I don't know what brand it is, but that stylish person's eyewear is great."

Fashionable glasses that transform into sunglasses – a practical and playful design.

—The "photochromic color lenses" that are currently gaining popularity can be said to reflect Mr. Watanabe's personality—his deep understanding of fashion, his modest and refined nature—and the very essence of BLANC .

While it's not exclusive to Watanabe BLANC , we've been incorporating "photochromic color lenses," which change not just in intensity but in color itself, quite early on. From the very beginning, we've focused on color lenses that create a soft impression by allowing the eye's expression to show through. Our "photochromic color lenses" are designed to appear clear or lightly colored indoors, and then change to a level of intensity that doesn't completely hide the eye when you go outdoors.

—Unlike in Europe and America, in Japan, wearing sunglasses while interacting with superiors is not generally well-regarded. However, wouldn't it be acceptable if the lenses were thin enough to allow your eyes to be seen? —Perhaps Mr. Watanabe's thoughts and politeness are reflected in the light tint of the lenses.


Watanabe: Especially in this day and age, we can't ignore the existence of masks. If someone wearing a mask also wears sunglasses with dark lenses, it just makes them look a little scary or suspicious (laughs). If you're wearing a mask, I think it's definitely better to have sunglasses with lighter lenses, and I think our customers appreciate that.

—Outdoors, it functions as sunglasses that effectively block visible light and ultraviolet rays, and indoors, it transforms into eyewear (glasses) that keeps your vision bright—the photochromic lenses allow you to seamlessly switch between any situation with a single pair of eyewear, setting them apart from conventional clip-on or flip-up sunglasses in their smart design. And it's a revolutionary product that not only eliminates the troublesome action of changing or taking off eyewear, but also erases the very "awareness" of whether you are indoors or outdoors.

BLANC 's "photochromic color lenses" are very appealing because of their wide variety of colors, including pink, yellow, blue, and green. But what's interesting is that some types change their hue in a way that incorporates brown undertones, rather than simply darkening when exposed to ultraviolet light. It's like having two pairs of glasses and sunglasses at once, but only needing to wear (or carry) one pair—a truly great value product that kills two birds with one stone.


Watanabe: I think it's simply fascinating when light yellow lenses suddenly change to gray. For example, imagine a friend who came to Isetan with you, and their eyewear suddenly changes from gray to yellow once you enter the building (laughs). People with poor eyesight can also get prescription lenses. And at ISETAN MEN'S , even if your eyewear has regular lenses, you can change them to your preferred "photochromic color lenses."

—Eyewear that uses "photochromic color lenses" is certainly functional and groundbreaking. However, BLANC 's true strength lies in its fashionability. Whether it's modernizing retro Showa-era designs or deliberately creating designs that exude an otaku and geeky vibe... There is probably no other eyewear brand like BLANC that can be enjoyed in the same way as fashion, where trends change and are revived in a certain cycle, based on various cultures.

Eyewear like Watanabe Glasses, with its fashionable look even with clear lenses, offers the unexpected advantage of transforming into sunglasses outdoors. We hope you'll enjoy this extra appeal of "photochromic color lenses." Please take a look at the styling of the Isetan staff for inspiration and find your favorite pair.

SNAP! Isetan staff enjoy BLANC in their own unique styles.

Simple and elegant outfit with denim and a shirt - Men

"Today, I'm keeping it simple with a Studio Nicholson shirt and Auralee jeans. Summer outfits tend to be simple, so I was able to differentiate myself with sunglasses and accessories to create a sophisticated look. I've always been interested in photochromic lenses and wanted to change the lenses in my existing glasses. After shooting indoors, the color really did change when I went outside. It's fun to wear them because the color changes depending on the scene."

Elegant dress for women

"Today, I went for an elegant, mature style. I usually prefer casual styles, so I was worried about whether elegant styling and sunglasses would go together, but the translucent frame and not-too-dark lenses went well with the Akira Naka dress, and I'm glad I tried it. The sunglasses' color acts as an accent to the monochrome dress, so I think I'll incorporate this style again in the future."

Summer-appropriate patterned shirt_Men

"Today I went for a summery look with a patterned shirt. Since the pattern on the Turk shirt is quite striking, I chose a simpler design for the sunglasses to create a well-balanced outfit! When wearing a mask, if your eyes are completely hidden by sunglasses, it can give off a scary impression because people can't see your facial expressions, so I thought it was great that the photochromic lenses lighten indoors. Outside, they darken nicely and protected my eyes from the glare."

A retro feel with a touch of novelty - Women

"I paired a blouse and skirt from Roku to create a retro look with a touch of modernity. The gold-rimmed sunglasses with purple lenses added a nice touch, preventing the look from becoming too retro and giving it a more polished feel! The atmosphere changes completely depending on the color of the lenses, so I'd like to enjoy choosing different lens colors to match my mood."

The visibility was consistently excellent. Even indoors, I could see my surroundings without any difficulty, and they looked stylish. Outdoors, the lens color changed differently depending on whether there was a lot or little UV light, resulting in just the right amount of visibility. Because I could wear them all day without taking them on and off, they were very comfortable and I highly recommend them for everyday use.

A relaxed style with black leather accessories - Men

"I aimed for a slightly relaxed, effortless look. The eyewear design I chose is simple and goes well with any item, and the clear parts make it especially useful in the summer. I paired an Hender Scheme bag with BLANC flap case, and kept the leather accessories, including the belt, in easy-to-match black."

Casual look with a T-shirt and boyish pants - Women

"I paired a T-shirt with some boyish pants for a simple and casual style. The tortoiseshell frame you chose matches the black of my top perfectly, making it look very stylish. The lenses also have just the right tint—not too bright, not too dark—and the visibility is excellent. I highly recommend BLANC eyewear; all of them are stylish and practical."

View BLANC products at the Mitsukoshi Isetan online store.

Related Article ► [Interview] Eyewear Designer Toshiyuki Watanabe | Why You Should Choose BLANC Sunglasses by Looking in a Full-Length Mirror