The spirit of "putting your heart and soul into every stitch" weaves together masterpiece bags
in 1935 | TOKYO, JAPAN | Kichizo Yoshida
Yoshida & Co. is a renowned Japanese bag brand known to everyone, even those who aren't bag enthusiasts. From its founding to the present day, its history of showcasing Japanese craftsmanship to the world is more than just a business success story. Founder Yoshizo Yoshida's philosophy of "putting soul into every stitch" has been upheld, and while adapting to changing times, they have never compromised on quality. Tracing this trajectory reveals why Yoshida & Co. has remained so beloved.
Founder Yoshizo Yoshida was born in 1906 in Samukawa-machi, Kanagawa Prefecture. At the young age of 12, he aspired to become a bag maker and dedicated himself to his apprenticeship. After experiencing the Great Kanto Earthquake of 1923, he carried his belongings out using a shoulder bag, which led him to the philosophy that "a bag must first and foremost be a tool for carrying things." This belief became the foundation that runs through his life and all of Yoshida Bag's products.
In 1935, at the age of 29, Yoshikura became independent and established "Yoshida Bag Manufacturing" in Kanda Sudacho, Tokyo. Having weathered the storms of war, he moved his base to the present-day Higashi Kanda during the postwar reconstruction period, and in 1951, he made a fresh start as "Yoshida Co., Ltd." Even amidst the chaos of the postwar era, the bags he created, which become more comfortable with use, remained unwavering, and Yoshida bags, handcrafted by skilled artisans, steadily gained the trust of their users.
The "Elegant Bag," released in 1953, featured an innovative function that allowed for the bag's gusset to be freely adjusted, and became a huge hit. Its practicality, which matched the lifestyle of the time, was appreciated, and it became an opportunity to further spread the name of Yoshida & Co. Then, in 1962, Yoshida & Co. launched its first in-house brand, "PORTER." The brand name is derived from "porter," a hotel employee who takes care of guests' bags and knows their quality. The launch of PORTER can also be seen as an attempt to break away from the situation at the time, where it was common for people to not know which manufacturer made a bag, and to make the name "Yoshida & Co." known to the public.
Starting with this Porter bag, Yoshida & Co. went on to develop a series of products that combined fashion and practicality. In particular, the "TANKER" series, which appeared in 1983, incorporated military-inspired designs of the time. Although it didn't attract much attention at first, it later became Yoshida & Co.'s flagship series.
Yoshida & Co., Ltd. upholds traditional craftsmanship while also embracing innovation to keep pace with the times. In 1984, they launched a new brand, "LUGGAGE LABEL," which further boosted their popularity. In 1994, they opened their first flagship store in Shibuya. The store was named "KURA CHIKA," a combination of the founder Yoshikura's name ("Kura") and his wife Chika's name. Since the 2000s, they have actively collaborated with overseas brands and artists, accelerating their global expansion. They continue to pursue their unique style that fuses tradition and innovation.
Founder Yoshizo Yoshida passed away in 1994, but even now, as a globally recognized brand, the spirit of Yoshida & Co. remains at its core: Yoshizo's philosophy of "putting one's heart and soul into every stitch." The history of Yoshida & Co. is not merely the journey of a bag manufacturer. It is a story born from the passion and conviction of one craftsman, and a symbol of "Japanese craftsmanship" that continues to resonate with many people. The Yoshida bag you own is undoubtedly a masterpiece that plays a part in that history.