Bros Japan, which handles BJ Classic, has established a new company and is launching a new brand.
Its name is "EVE un BLUE".
The brand, which launches this spring, has a lineup of fragrances as well as eyewear.
This is a new proposal that allows people to choose eyewear intuitively, without being influenced by brand image or gimmicks.
The three series, ``WING,'' ``FIN,'' and ``TALON,'' are likely to drastically change the way we interact with eyewear.
[WING Wing]
When on business, he wears watches and writing utensils that elevate his suit appearance.
On my days off, I take the plunge and go out in my dream car and enjoy my hobby of photography...
There are probably many men who find joy in being surrounded by things they are particular about.
Carefully selected items that appeal to one's senses give the owner great power and confidence, and like wings, invite them into the future.
Especially if it's something you wear.
Glasses and scents are especially valuable items that can be worn both on and off to create your own look.
It will also function as an item that makes an impression on the other person's memory.
[FIN Fin]
I suddenly stopped by an eyewear shop.
It's like I was lured in by the faint scent wafting from the entrance.
This scent feels so good... It blends in with my current mood and I feel like I want to be surrounded by this scent forever.
When I was talking about this with the staff, I heard that there are glasses based on this scent.
To be honest, I don't know what kind of glasses would suit me, but if I imagine my favorite scent, I think they would fit well.
I came across this scent and glasses by chance in the midst of a flood of things and information every day.
This is no mere coincidence. I'm sure my FIN guided me.
[TALON]
Important presentations and business negotiations. Or even in private...
Even if you're not an athlete, there are times when you can't beat someone.
In such critical situations, they wear what is known as ``competition uniform.'' Of course, this doesn't have to be limited to just clothes.
There are glasses that change your look to be more dignified just by putting them on, and perfumes that make you feel better with just a spritz.
Like a hawk's claw, it becomes a reassuring weapon that motivates me.
It's not true that ``the eyes speak as much as the mouth,'' but I'm sure my words will be more persuasive, and my words will remain strong in the other person's memory along with the scent.
“We want Yves En Bleu to become a presence that challenges the way existing brands operate.”
Ken Hamada, the designer of BJ Classic and the person who started Yves En Bleu, says so.
This brand has no so-called clear target, and there is no image photo featuring a model wearing the frame. All that can be said clearly is that it is a high-quality item produced at a factory in Fukui that Mr. Hamada trusts. right.
Moreover, the first collection will not only offer glasses but also fragrances.
``The brand image of Yves en Bleu is not something I propose, but I want the recipient to feel it.The interpretation can be as many as the number of stores that sell it and the number of users.BJ Classic is a cool place for me. I'm a brand that sells designs that I think are good with my own story behind them, and with Yves En Bleu, I want sellers and buyers to tell their own stories.
In other words, what this brand wants to propose is not a designer's worldview or style, but a new way of ``encountering things.''
In this day and age, both buyers and sellers are relying too much on brands... It poses such a poignant question to us.
So why did they choose not only glasses but also scents to decorate their debut?
``When people hold something in their hands, they feel happy when they have memories and feelings attached to it. When I thought about what could evoke those memories, the first thing that came to mind was scent. ”
The fragrance line consists of a diffuser and a perfume that expresses the worldview of the series.
This is an original scent exclusive to Yves En Bleu, created in partnership with a French fragrance maker.
For example, when we are attracted to fragrances, there is no logic behind it.
The reason I'm drawn to it is intuitive, and the combination of ingredients is an afterthought. When it comes to choosing eyeglasses, you should definitely be more free and intuitive.
What you wear is not just something. It is an ``impression'' that remains in one's own memory or someone else's memory, and there are as many people as there are people who wear the fragrance and glasses.
``Yve en Bleu is a brand with a lot of space.If we were to compare it to music, it would be like we only propose rhythm.BJ Classic proposes a completed form with melody and lyrics added to it, but this brand is different. We hope that you can play any melody you like to the rhythm we propose, and that you can add the lyrics and sing however you like."
In a sense, a brand that doesn't have a clear image can be a bummer for magazines. Magazines like to convey the image of ``this brand like this'' through visuals and text in an easy-to-understand manner, and in that sense, this contradicts what the brand is aiming for.
Therefore, the story written here is just one of our suggestions, and one of many. We hope that each and every person who gets this eyewear will create their own story.
