A Future Hand-in-Hand with Leather Artisans, Envisioned by FYSKY’s Brand Director

FYSKY is a made-to-order leather shoe brand with its atelier in Kichijoji. Supporting the brand alongside founder and master shoemaker Yosuke Ide is Tetsu Ishiguro, the brand director, who also serves as a board member. “I’m someone on the non-artisan side, which is precisely why I became interested in communicating the value of artisans’ skills and creations to society at large,” says Ishiguro. “At FYSKY, Ide is the ‘maker,’ and I am the ‘communicator.’ Because our roles are clearly divided, we’re able to make the most of each other’s strengths.” With a background at an advertising agency, Ishiguro is responsible for presenting artisans’ techniques, their philosophy of craftsmanship, and the FYSKY brand in the most effective way.

The two first met in high school, as Ide would occasionally join practices as an alumnus of the basketball team. Their connection continued even after his graduation and over time evolved into an artisan–brand director relationship. “I kept telling Ide that he should have his own brand someday,” Ishiguro recalls. “Then one day, he came to me and said he wanted to try launching one. I had gained experience in marketing and branding through my advertising work, so I thought, let’s take on the challenge together.” And so FYSKY was launched in 2022, with the two working side by side to put the brand on a steady path.

Ishiguro believes that communication is an essential element of craftsmanship. No matter how exceptional an artisan’s skills may be, he feels that their work cannot continue if it remains unknown. “People often imagine artisans quietly working away on their creations,” he says. “Even with outstanding skills and passion, it doesn’t automatically mean what they make will sell and sustain a livelihood. If we can design ways to communicate artisans’ techniques and dedication to society, so they don’t have to give up on their dreams, I believe we can reach far more people.”

What Ishiguro values most in branding is avoiding overly embellished messaging when expressing a brand’s concept, and instead conveying facts with care and sincerity. “We’re careful not to be too verbose as a brand,” he explains. “We don’t want self-praise or to impose our own feelings. So we consciously leave room for interpretation in our communications, logos, and design so that each recipient can take away what resonates with them.”

In addition, FYSKY operates a separate leather goods line called lllast. The brand began when Ide decided it would be a waste to discard high-quality leather offcuts produced during the shoemaking process, and instead started making leather accessories. The response at event sales was so positive that items sold out quickly.

“At first, we sold them under the FYSKY logo,” says Ishiguro. “But the price range of leather accessories and made-to-order leather shoes was simply too different. We decided to separate the branding and sales strategies and operate them as independent brands.” Around the same time, three new artisans joined the team, prompting a rebranding of lllast with a mission centered on supporting makers, preserving techniques and culture, and passing them on to the future. At FYSKY, the focus is on conveying artisans’ advanced skills, product quality, fine details, and a customer-oriented approach; at lllast, the emphasis is on approachability, charm, and communicating the brand’s perspective.

While producing high-quality leather goods, both FYSKY and lllast have successfully communicated the value of artisanal skills and built sustainable business models. Looking to medium- and long-term growth, Ishiguro and Ide have also articulated a new direction through the Edo Tokyo Kirari Project—evolving from a made-to-order leather shoe brand into a comprehensive leather brand centered on shoes, while also encompassing bags, wallets, and other leather goods. As part of this effort, they are currently working on strengthening brand identity, establishing internal guidelines, and producing brochures and videos to expand brand recognition and attract new customers. The videos, already available on YouTube, introduce FYSKY’s Made-to-Measure (MTM) services, the brand’s background, and even the personalities of the two founders, offering viewers a deeper understanding of FYSKY’s appeal.

Reflecting on his work as a brand director striving to open new paths for the future of craftsmanship, Ishiguro says, “Anyone can start a brand. The difficult part is continuing it and nurturing it. If we can grow as a brand and become a model for others, there may come a day when we can share our know-how. And not only within our own brand or the leather industry—we’d like to take on new challenges as well. To do that, our team first needs to achieve clear, tangible results.”

In the world of leather shoemaking, with its long and storied history, FYSKY is still a young and emerging presence. Even so, the brand continues to cherish the techniques and culture of craftsmanship that have been inherited and refined over time, while working to pass them on to the next generation. From a small atelier in Kichijoji, a new breeze is building strength toward one day reaching the global stage. FYSKY’s journey is only just beginning.

■FYSKY YouTube Channel
Getting Started with Small Leather Goods and the Team’s Work