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Delivering Products Directly Across Japan! What Makes "ONE THIRD RESEARCH" So Special?
SANTASU Co., Ltd. has long operated as a factory handling OEM production for domestic and international shoe and bag brands. Leveraging this extensive background, they launched ONE THIRD RESEARCH as an in-house brand to share their craftsmanship and philosophy directly with customers.
Drawing on years of manufacturing expertise, the brand expresses values that couldn't fully be captured through OEM work alone. Their approach goes beyond delivering products—it aims to convey the passion and technique of the craftspeople behind them.
We spoke with Director Yuki Motoyasu and Shop Manager Yusuke Yamamoto, who stands at the brand's frontline, about ONE THIRD RESEARCH's approach to craftsmanship and their vision for the future.
Why They Started Their Own Brand
SANTASU Co., Ltd., the parent company behind ONE THIRD RESEARCH, has handled shoe OEM manufacturing since its founding in 2014. Operating an in-house factory capable of seamless end-to-end production from planning to manufacturing for various domestic and international brands, they eventually expanded into bag production. Over time, internal production reached an even split between shoes and bags. But after years of supporting other brands as a factory behind the scenes, a new aspiration began to take shape."Through years of manufacturing for various brands both in Japan and abroad, we cultivated artisan techniques, material knowledge, and production know-how. We developed a strong desire to use these strengths to directly share the true value we want to deliver with our customers,"
explains Director Yuki Motoyasu. This vision came to fruition in March 2025, when the brand ONE THIRD RESEARCH launched alongside its flagship store. The brand name reflects a desire to propose a lifestyle that seamlessly transitions between the three equal parts (ONE THIRD) that make up a day: work, play, and rest.
At its core lies a unique concept: "Excite the Heart, Spread the Vibe." By ensuring that the makers themselves are genuinely excited first, that positive energy is transmitted to the user through the product, spreading outward to those around them. Creating this chain reaction of happiness is the brand's ultimate goal.
"Does this product truly excite the heart? To excite our customers' hearts, we realized we first have to feel that excitement ourselves. That principle serves as the anchor for our craftsmanship," says Motoyasu.
"MORROW": Redefining the Standards of Leather Shoes
How do the expertise gained from OEM production and the "Excite the Heart" philosophy translate into actual products? The brand's signature loafer, "MORROW," speaks volumes in answer to this question.At first glance, it looks like a classic loafer. Inside, however, is a concentrated blend of unconventional craftsmanship. The upper uses a special leather that undergoes double vegetable tanning—a process known for requiring numerous steps. The surface is then thoroughly infused with paraffin wax, allowing deep creases and luster to develop over time, offering a rich patina unique to the wearer.
"While the upper design and materials follow those of a classic loafer, pairing them with a Vibram sole creates a hybrid model in terms of cushioning and walkability," says Yamamoto.
The sole features a dual-layer structure of urethane and rubber, achieving sneaker-like comfort. At the same time, the heel is sculpted to preserve the sleek, elegant silhouette characteristic of traditional leather shoes. Functional details inspired by sneakers—such as a pull loop on the heel for easy wearing—are seamlessly integrated into the shoe's design. It is precisely in these thoughtful details that the brand's identity shines through.
No compromises are made even in hidden areas, such as using highly moisture-absorbent natural leather for the lining. To ensure long-term wearability, the soles can also be resoled. Rather than following passing trends, "MORROW" aims to be a pair that stays with its owner for a long time.
MORPH: Bags Designed to Move with You
The philosophy honed through shoe crafting extends seamlessly into their bag making. A core staple since the brand's launch, the "MORPH" series is a collection themed around "transformation," true to its name."We focused heavily on creating a silhouette that fits the body. We wanted to perfect how the bag looks when carried, refining it through endless trial and error," explains Yamamoto. The curved straps, designed to follow the contours of the body, create a beautifully unified look. Another signature feature is how the drape changes depending on the load and how it's carried, giving the bag shifting expressions.
The material used is a specialized fabric known as "high-density military cloth." Woven from ultrafine polyester and nylon threads, it is so densely woven that the weave is invisible, yet it remains surprisingly lightweight and supple. As highlighted by its history of being used in Italian military gear, it boasts high durability and excellent water repellency. Its unique luster, which shifts subtly under different lighting, adds to its appeal.
The series' signature feature is its distinctive double zipper. Beyond serving as a design accent, it provides functional ease of access from either the left or right when the bag is shifted to the front. The backpack model, "MORPH PACK," includes a laptop sleeve accommodating up to 15-inch devices and features a PVC-coated lining for enhanced waterproofing—thoroughly fulfilling the practical demands of modern lifestyles.
A Nationwide Caravan Delivering Products Directly from the Makers
Beyond creating exceptional products, how they reach the user is equally important. ONE THIRD RESEARCH's sales strategy strongly reflects this philosophy. Their primary retail channels are direct flagship stores, the official online store, and pop-up stores touring department stores across Japan. They rarely engage in conventional wholesale, prioritizing opportunities for the creators themselves to engage directly with customers."We intend to maintain this approach of using our own physical presence to bring products directly to our customers for the foreseeable future. We travel across the country, delivering items in person," says Motoyasu.
True to his word, they continue their "Caravan" initiative, hosting pop-up stores nationwide throughout the year. Key brand members stand on the sales floor, sharing the craftsmanship and passion behind their products. This steadfast effort is steadily bearing fruit. At their flagship store, international travelers account for 40 to 50 percent of customers, proving that Japan's meticulous craftsmanship resonates across borders. Furthermore, an increasing number of customers who first discover the brand at pop-ups later make purchases via their e-commerce store.
"Seeing an increase in e-commerce purchases from regions where we held pop-up events really highlights the power of in-person communication. We belong to a generation that loved seeing products in person, letting our desire grow before making a purchase. I believe the value of that experience remains fundamental, even today," notes Motoyasu.
Though little time has passed since its launch in March 2025, ONE THIRD RESEARCH products embody solid craftsmanship and expertise cultivated through over a decade of OEM manufacturing experience. It is a fresh yet mature brand brought to life by seasoned specialists.
The makers travel nationwide on foot, exchanging words directly with users. This approach, though seemingly inefficient, perhaps speaks most eloquently to the brand's core values. Striving to spread "thrilling waves of excitement," their journey has only just begun.
PROFILE
Yuki Motoyasu
CEO, SANTASU Inc. / Director, ONE THIRD RESEARCH
Founded SANTASU in 2014 and established SANTASU Inc. in April 2016. Drawing on technology and experience cultivated through OEM manufacturing for domestic and international brands, he launched "ONE THIRD RESEARCH," a lifestyle goods brand offering end-to-end planning, design, manufacturing, and sales. Under the concept of "spreading thrilling waves of excitement," the brand proposes products that seamlessly blur the boundaries between work, play, and rest, combining functionality with aesthetic beauty.
PROFILE
Yusuke Yamamoto
SANTASU Inc. / Shop Manager, ONE THIRD RESEARCH
Joined SANTASU Inc. in January 2025. As shop manager for "ONE THIRD RESEARCH," he oversees overall store operations. In addition to customer service and sales, he manages social media channels and e-commerce store operations, planning and executing strategies to boost brand awareness and drive sales growth.
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