Sanyo Yamacho Launches Refreshed Shoe Care Line with Modern Packaging on March 28th (Sat)

Sanyo Shokai's men's footwear brand, "Sanyo Yamacho," is launching four original shoe care items—Shoe Cleaner, Shoe Cream (4 colors), Shoe Wax (2 colors), and Wax Cleaner—on Saturday, March 28th. These products feature refreshed packaging designs and user-friendly formulas, and will be available at six Sanyo Yamacho stores and the official online store, "SANYO ONLINE STORE."

The products have been redesigned in both packaging and formula to be accessible and easy to incorporate into daily routines for everyone, from leather shoe beginners to enthusiasts.

■ Background and Purpose of Development

～Turning shoe polishing from a special task into a "daily habit"～

"Sanyo Yamacho" has long operated under the philosophy of "Quality First," focusing on Japanese craftsmanship and after-care to ensure long-term use. The brand is supported by business professionals and leather shoe enthusiasts who value quality.

In recent years, the brand has expanded its reach with models like the "Kenshiro" U-tip shoe and the "Shikkoku" and "Junpaku" leather sneakers, attracting a wider audience. While the value of "nurturing" leather shoes is spreading, many still find shoe polishing "difficult" or "time-consuming," making it hard to establish as a daily habit.

To address this, this series was created as a "total care" solution that is easy to use without professional knowledge, keeping everything from leather shoes to sneakers in top condition. The series was manufactured in collaboration with the long-established shoe care manufacturer Taniguchi Chemical Industry, ensuring the products align with Sanyo Yamacho's goal of sustainable, long-term shoe care.

～Making time spent with your shoes more enriching～

Leather shoes deepen in character through repeated care. Sanyo Yamacho values the quiet moments spent polishing shoes, as these moments build attachment to the footwear. This renewal is a proposal to make that time more natural and comfortable.

■ Product Features

～A modern package that blends into daily life like perfume～

Updating the image of traditional shoe care into a luxurious aesthetic.

The packaging design has been updated to a sophisticated look, moving away from the traditional image of shoe care products. By creating a design that fits into an entryway or living room—resembling perfume or cosmetics—the goal is for these items to be "naturally picked up in daily life" rather than "tools taken out only when needed." The design is intended to make shoe polishing a part of one's daily rhythm rather than a chore.