Sanyo Yamacho Men's Shoe Brand: All 4 Shoe Care Items, Including Shoe Cleaner and Shoe Cream, Renewed with Modern Packaging, Launching Saturday, March 28th

Sanyo Yamacho, a men's shoe brand developed by Sanyo Shokai, will launch all four original shoe care items – Shoe Cleaner, Shoe Cream (available in 4 colors), Shoe Wax (available in 2 colors), and Wax Cleaner – with renewed package designs and easy-to-use formulas. These will be available from Saturday, March 28th, at six Sanyo Yamacho stores and the Sanyo Shokai official online store, "SANYO ONLINE STORE."

For these new products, both the package design and formula have been revised, refreshing them into shoe care items that are easy for everyone, from leather shoe beginners to enthusiasts, to handle and incorporate into their daily routines.

■Background and Purpose of Product Development

～Transforming Shoe Polishing from a Special Task into a "Daily Habit"～

Sanyo Yamacho has always upheld "quality first" as its creed, valuing the craftsmanship of Japanese artisans in making leather shoes and providing after-care to ensure their long-term use. It has long been supported by leather shoe enthusiasts, particularly business professionals who seek high quality.

In recent years, models such as the "Kenshiro" U-tip shoes, which can be worn both on and off duty, and the authentic leather sneakers "Shikkoku" (Jet Black) and "Junpaku" (Pure White) have appeared, making the brand popular not only among those familiar with leather shoes but also a wider range of customers. While the value of "wearing and nurturing" leather shoes is spreading, shoe polishing is often perceived as "difficult" or "time-consuming," making it challenging to establish as a daily habit.

Against this backdrop, this series was born as a "total care" solution to comfortably maintain daily footwear, from leather shoes to leather sneakers, providing shoe care that can be used with confidence even without specialized knowledge or experience.

For the development of this series, manufacturing was entrusted to Taniguchi Chemical Industry Co., Ltd., a long-established shoe care manufacturer that has supported Sanyo Yamacho's shoe care product development to date. This collaboration has shaped Sanyo Yamacho's vision for sustainable shoe care products, based on the principle of long-term use of leather shoes.

～Enriching the Time Spent with Your Shoes～

Leather shoes are not merely worn and discarded; they are items that gradually deepen in character through repeated care.

Sanyo Yamacho values the idea that shoe polishing time becomes a quiet moment of connection with one's shoes, and that this accumulation of care fosters affection for them. This renewal of shoe care products is a proposal to make such time more natural and comfortable.

■Product Features

～Renewed with Modern Packaging that Blends into Daily Life, Like Perfume～

Refreshing the image of conventional shoe care products. Updated to an appearance with a luxurious feel.

The package design has been refreshed from the conventional image of shoe care products, updating them to an elegant appearance.

By creating a design that blends into entryways and living rooms, much like perfume or cosmetics, the aim was to make them "items that can be naturally picked up in daily life," rather than "tools only taken out when used."

The design is intended to make shoe polishing a part of one's daily rhythm, rather than a burdensome task.

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