YUICHI TOYAMA. is both a brand and a person: the name of the designer behind it all. Its philosophy is to merge traditional skills with innovative design. You can see a distinctly Japanese approach in her eyewear which is unafraid to combine opposites to emphasize the simple elegance and timeless beauty of eyewear as an everyday item. Yuichi Toyama designs frames based on 5 guiding principles: Look, Think, Draw, Do, Break.