Year-end greetings for the year of the rabbit, 2023

From Yuya Hasegawa to all Brift H customers.

Thank you very much for visiting the official Brift H online store this year.

The year 2023 was an important year for our feet, as we finally experienced the full-fledged Corona disaster, and I am sure that the shoes of the world will say, "I can finally wear them! "I can finally walk outside after a long time! I am sure that the shoes of the world must have been happy to finally be able to wear them and walk outside for the first time in a long time.

While the world is moving away from leather shoes due to the shift to remote work and casual wear, I feel that more and more people who are particular about fashion and who want to cherish and use their things for a long time are becoming more particular about their leather shoes.

In the early days of Brift H, most of our customers were in their mid-30s to mid-50s, but recently we have seen customers in their mid-20s, and over the past 15 years, the age range has become about 10 years younger.

One possible factor is that "more people in their 20s are buying good leather shoes.

I have seen a few customers come into our store and say, "I bought good shoes with my first salary! I bought good shoes with my first salary! In the past, I would have been surprised to see a new graduate with a pair of John Lobb shoes. But today, with the development of SNS and the Internet, we can learn a lot about good shoes and reach the top of the list at once.

I think to myself, "Okay, I'll buy good shoes! Let's buy good shoes! ・・・・・ Hmmm...there is a brand of top quality leather shoes called John Lobb...hmmm...the price is 200,000 yen...that's expensive...but if I work hard, I can afford it. If I'm going to go to the trouble of buying them, I might as well buy them as a lifetime gift!

For a generation that doesn't find it attractive to have a lot of things, quality is better than quantity. I feel that the number of people who buy high-end leather shoes at a young age is increasing because they want to cherish and use the best pair of shoes instead of buying a lot of them.

Another reason for the increase in the number of customers in their 20s is the rise in shoe-shine literacy, as evidenced by the increase in shoe-shine videos and opportunities to experience shoe-shine through YouTube, shoe-shine craftsmen all over the country, and social networking sites.

Young people like listening to music on vinyl records. Young people who grind and brew their own coffee. Young people who write with fountain pens. Young people who stay fit in saunas.

In this digital age, more and more young people are returning to the analog world, and shoeshine is one of them. I believe that more and more of this generation naturally enjoys and practices "polishing leather shoes and polishing themselves.

Let's use good shoeshine tools for ourselves. If you are going to go to the trouble of having your shoes polished, have them polished while you talk with them at the counter and learn how to polish your shoes. We have customers who come to our store every day.

I am very happy to see this, and I think it is essential for us to attract the attention of young people when we think about the future of leather shoes and shoe polish. More specifically, I hope that we can influence even teenagers.

I started wearing leather shoes for the first time when I was in high school, and at that time, my friend was wearing REGAL loafers, which I strongly admired. I couldn't afford to buy them because they were too expensive, so I wore loafers made by other manufacturers, but I think that my admiration for leather shoes at that time has made me who I am today.

Teenagers look at adults with shiny shoes and say, "Cool! If teenagers see adults with shiny shoes and look at them with envy, I am sure that they will develop a yearning for shoeshine and it will take deep root in their culture.

We will continue to work with the motto, "Revolutionize the world's feet! We will continue to make the feet of the world shine through our unique activities. When our feet shine, we gain confidence, our posture improves, and we can walk with strength. A life with a strong step will surely create a better life. I believe so.

Thank you very much for your support this year. I would like to thank you from the bottom of my heart.
I wish you all a wonderful next year and a happy New Year.

Yuya Hasegawa, Representative Director of Brift H

Notice of New Year Holidays for the Official Online Store

Regarding the shipment of products during the year-end and New Year holidays

Orders placed between December 29 (Fri.) and January 4 (Thu.) will be shipped sequentially from January 5 (Fri.), 2023.

Year-end and New Year holidays

We regret to inform you that we will be closed during the following period for the year-end and New Year holidays.

Official online store

Saturday, December 30, 2023 - Thursday, January 4, 2024

Inquiries received during the holiday period will be handled in order from January 5, 2024 (Fri.).

Store locations

Saturday, December 30, 2023 - Thursday, January 4, 2024

Normal business hours will begin on January 5, 2024 (Fri.).