Japan Eyewear Maker Ends 'Glasses Are a Burden' Era

Toshiyuki Itabashi spent years apologizing to customers for their uncomfortable glasses. As an eyewear salesman in 1980s Japan, he watched people grimace as they adjusted tight frames around their ears and heard the same complaint repeatedly: "If I didn't need glasses, I wouldn't wear them."

That frustration sparked a mission. Itabashi envisioned eyewear that didn't pinch, didn't loosen, and didn't require constant trips back to the store for adjustments.

The problem was finding someone to make it. Factory after factory turned him down because nobody had attempted flexible, comfortable frames before. After countless rejections, Itabashi finally met a factory owner who shared his vision.

Together in 1986, they created the first 999.9 frames using titanium for flexibility. The design embraced the natural shape of faces rather than forcing wearers to adapt to rigid frames.

Why This Inspires

Itabashi and his four co-founders all started as salespeople, not engineers. They didn't invent groundbreaking technology but simply listened to what customers needed and refused to accept "that's just how glasses are."

Their work helped establish Sabae, Japan as synonymous with quality eyewear. Today, when shoppers choose made-in-Japan frames, they expect the comfort that Itabashi fought to create decades ago.

The shift matters because over a billion people worldwide wear glasses daily, and for years, discomfort was just accepted as inevitable.