AIM is a Japanese eyewear brand that started in Tokyo in 2001. It offers sunglasses and optical frames, and after suspending its activities from 2012 to 2018, it relaunched with a rebrand for the Spring/Summer 2019 season. To bring out the individuality of the wearer, it creates products from a neutral perspective and takes a stance against overstating trends. Its creative aims are “things that are glamorous yet delicate,” “things that are simple yet have substance,” and “things that help fulfill a purpose.” The director is Takumi Hasegawa.
Concept
“Things that are glamorous yet delicate,” “things that are simple yet have substance,” and “things that help fulfill a purpose”