Men's Shoe Brand Sanyo Yamacho Renews All 4 Shoe Care Products, Including Shoe Cleaner and Shoe Cream, with Modern Packaging, Launching March 28 (Sat)

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

For these new products, both the package design and formulation have been reviewed and updated, transforming 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 motto, valuing the craftsmanship of Japanese artisans in shoemaking and providing after-care to ensure long-term use. It has long been supported by leather shoe enthusiasts, particularly business professionals seeking high quality.

In recent years, models such as the U-tip shoes "Kenshiro," which can be worn both on and off duty, and authentic leather sneakers "Shikkoku" (Jet Black) and "Junpaku" (Pure White) have emerged. This has led to the brand being chosen by a wider range of customers, not just those familiar with leather shoes. 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 resulted in shoe care products that Sanyo Yamacho aims to make effortlessly sustainable, based on the principle of long-term enjoyment 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 leads to a deeper attachment to 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 traditional image of shoe care products. Updated to an appearance with a sense of luxury.

The package design has been refreshed, updating the traditional image of shoe care products 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 naturally picked up in daily life" rather than "tools only taken out when used."

The design is conscious of making shoe polishing a part of life's rhythm, rather than a burdensome task.

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