The Art of the Fold
When it comes to the accessories we use all day, every day, incremental improvements can make a monumental difference. Designed by longtime Evernote collaborator Kazushige Minami, this wallet is classically Japanese: strip the object to its essentials, then elevate it with ingenious details. We appreciate its fine leather, minimalist structure, and origami-like precision.
“I focus on products that I genuinely want to use. That means we don't create something that eight out of 10 people would like – we target the one or two who are looking for the same thing we are, and understand how special it is.”
From Finance to Fine Leather
abrAsus founder Kazushige Minami knows how to handle money. A former finance guru, this longtime Evernote collaborator turned his business acumen to men’s accessories, designing some of the world’s most ingenious wallets, bags, and business card holders.
Inspired by Technology
While computers, cell phones and cameras were getting lighter, smaller, faster, and cheaper, Minami noticed that men’s accessories hadn’t changed in decades. Believing that these essential products were worthy of innovation, he set his sights on redesigning them.
Sample, Simplify, Repeat
The abrAsus product development process is intensely intimate. A sample is made, it’s used it for a week, the team figures out how to simplify and improve it, and then they do it all again until they get it right. Some products go through up to 30 iterations before design is finalized.