What Is the Emerging Eyewear Brand 'NOCHINO OPTICAL' Crafted by Artisans in Sabae?

Based on the concept of 'the delicate virtues of the Japanese', the eyewear brand 'NOCHINO OPTICAL' is meticulously crafted by artisans in Sabae City, Fukui Prefecture. Its unisex designs are particularly popular among younger generations. In 2023, the brand opened a shop in Aoyama, gaining further momentum. We spoke with Hanako Suga, the brand's press agent, about the brand's commitment, production background, and future vision.

Inspired by the 'Beauty of the Incomplete' of the 'Later Moon'

The Japanese eyewear industry is indeed a red ocean. However, 'NOCHINO OPTICAL', established in 2021, is different. It stands out from the rest, attracting men and women of all ages with its unique subtleties. Suga, the press agent, talks about the brand's origin and concept.

"The eyewear is handmade by artisans in Sabae, Fukui Prefecture, who carefully bend the frames among other tasks. Yet, the product is incomplete until fitted to each customer's ears and nose shape in the store.
 
"The Japanese appreciate the beauty of the incomplete and the beauty of empty space. Delving into this leads to the moon, a symbol of Japanese virtue.