Yuers: A sincere factory brand aiming to become the third force in sneakers. Part 2
Hello, I'm Hasegawa, a YUEN support staff member.
This time we will introduce the second part of the interview we had the other day.
The previous interview is here
Yuers: A sincere factory brand aiming to become the third force in sneakers. Part 1
The inspiration for the brand came from a simple "pursuit of an ideal." The insatiable spirit of inquiry of Tadazu, the CEO of EST Co., Ltd., who has continued to create products, led to the creation of the brand. His ideal was to create a fashionable sneaker that combines thorough usability and design.
The interview continues to provide more specific details.
Hasegawa: "I'd like to talk about the recent releases of yuers, SOON, LEAVES, and LOOMER. First, yuers' design philosophy is stated as follows: 'Yuers sneakers are based on archived masterpieces from the past, updated with modern materials and details, and are designed to pursue the reason why people want to wear them now (hence the yue) while retaining their timeless appeal.' Can these three models be interpreted in the same way? If so, what models did you sample?"
Tadatsu: "I can't name any specific brands, but there are masterpiece models that are the basis for all of our products. LEAVES is based on a European trekking shoe manufacturer. As you can see, LOOMER is modeled after a German trainer. SOON is based on a classic slip-on from the past."
Hasegawa: "Thank you. I guess I can't name the brand after all. German Trainer is definitely easy to understand."
Tadatsu: "If you understand the base, like LOOMER, it's even easier to understand how they've added their own unique style."
Hasegawa: "Just looking at what you said about the fusion of usability and design, I can understand that to some extent. I guess the key features are the Vibram sole, FREE LOCK, quicklace, etc."
Tadatsu: "Those two points are certainly important, but it's not that simple (laughs). Certainly, the Vibram sole and specifications such as FREE LOCK are major features, but simply introducing them does not simply improve usability. For example, even if you use a Vibram sole, the combination of the midsole and outsole, also known as the compound, and the outer and inner parts also make a big difference."
Hasegawa: "Even in tires, they say compound. I think it's the part that comes into contact with the road, but the midsole is the part that provides cushioning and other functions, right?"
Tadatsu: "That's right. Just like tires, the required functionality of a compound changes depending on the situation in which it is used. There are various types such as studless tires and tires for city driving, and just like tires, there are many types of sneaker compounds. The midsole is also a very important part of sneakers, and cushioning, weight, and shape retention can all change significantly."
Hasegawa: "I understand cushioning and weight, but what about shape retention?"
Tadatsu: "It's a very simple thing, but cushioning requires softness and elasticity. Unlike short-term athletic sneakers, most people wear the same fashion sneakers all day. If the shape of the midsole, which is supposed to provide cushioning, gets distorted or the cushioning is lost after wearing them for a long time, then they can't be called good sneakers, right?"
Hasegawa: I see. So you mix the compound and midsole while considering those functions and designs.
Tadatsu: "That's right. But there's a lot more to it than that (laughs). For example, even if you use a highly cushioned midsole, if the fit of the upper, heel cup, and heel area don't fit properly, your foot will move around inside the sneakers. This is especially true if the midsole is highly cushioned, but choosing the upper material to match the sole, and the shape of the last and heel cup are also very important."
Hasegawa: Hmm... that's difficult...
Tadatsu: "So, let me explain it in an easy-to-understand way using SOON. SOON uses an outdoor compound called XS-TREK from Vibram. It's a very well-balanced compound; despite its sturdy appearance, it's not too hard, and you won't get tired even when walking for long periods of time. It's the perfect compound for outdoor sneakers worn around town. The compound is designed to repel mud and water, making it all-weather and extremely versatile. We've blended XS-TREK with a midsole called LCS (Long lasting Compression Set). This has sufficient cushioning while also having very high shape retention, allowing it to maintain its high cushioning even after long periods of use. It's perfect for wearing around town."
Hasegawa: "Is it correct to say that this is the optimal combination of a full-fledged outdoor compound adapted for street wear?"
Tadatsu: "That's right. What we make are fashionable sneakers for town wear. Of course, we don't want people to wear SOONs to go on serious mountain climbing. They're slip-ons after all, so they're not suited to serious mountain climbing. But we've focused on functionality to the point that it's possible to wear them for short hikes, even though they're slip-ons. As I just explained, the sole is as good as it gets, but to make the most of the sole's functionality, there's only one elastic band on the inside of the tongue, which reduces the slip-on slip-off that's typical of slip-ons. Shoes that are easy to put on and take off and fit well are actually quite contradictory, but with some small ingenuity we've come close to achieving our ideal."
Hasegawa: "These shoes sample masterpiece-like designs, are functional enough for light hiking, have a sole that's comfortable to wear for long periods around town, and are easy to put on and take off, with a comfortable fit... They're very luxurious and packed with charm. I think they certainly incorporate all of the yuers design philosophy that we talked about at the beginning."
Tadatsu: "The reason I want to wear them now (the late Yue) is ultimately just my own selfishness, and there's no doubt that masterpieces from the past have a timeless appeal. However, times change, and even if something was said to be comfortable at the time, modern technology can make something even better. I think it's just a constant cycle of wishing something like this existed."
Hasegawa: "It all comes back to that (laughs). I think it's amazing that he was able to start a brand based on such a simple desire and turn it into such a solid product."
Tadatsu: "I have really reliable friends who have helped me a lot in creating yuers. I was the one who initiated the idea to create yuers, but friends who shared the same vision came together and we were able to create it to this point."
Hasegawa: So it's structured like a design team?
Tadatsu: "It's a little different again, but I'm a production professional, a professional who gives shape to design and functionality. The other person is a sneaker professional, a professional who is well-versed in past archives, color combinations, details, etc. The other person is a marketing professional, a professional who is very familiar with the sneaker market. The idea is that yuers is created through the interaction of these three people."
Hasegawa: "Three people with different areas of expertise, skills, and perspectives come together to pursue their ideals and bring them to fruition. That's powerful."
Tadatsu: "It's fun just making things. We're a group of people who all have their own dreams and want to make them come true, so we definitely have strong personalities and a lot of passion. I think that's why we can create such interesting things. Although it's a brand that has just started, we can recommend it with confidence, so please look forward to it."
Yuers is a brand that began with the simple pursuit of ideals.
After the interview, I was able to hear many very sincere, detailed, specific, and sensitive stories about this simple beginning. There are far too many to write about in this article.
As children, we all have had the experience of setting and striving for dreams and ideals, but for the most part, those dreams remain vague and fade away. By striving for them seriously and continuing to take action, the vague dreams and ideals will begin to take shape. I think that you will gradually become more specific about how much effort, skill, and time you need to make your dreams come true.
Yuers is a group of experienced professionals who pursue their dreams and ideals, and they continue to take an incredibly sincere, thorough, specific, and sensitive approach.
Please look forward to the future of yuers, which embodies the dreams and ideals of experienced professionals.
