New Brand

Company Information

  • Corporate Name

    THE Co., Ltd.

  • Established

    March 4th, 2012

  • Chief Executive Director

    Yusuke Yonetsu

  • Board of Directors

    Manabu Mizuno
    Masashichi Nakagawa
    Keita Suzuki

  • Headquarter Address

    FLEG Daikanyama 2F,
    1-31-12, Ebisu Nishi, Shibuya-Ward, Tokyo , 150-0021

  • Capital

    12 million JPY

  • Fiscal Month

    End of February (Annual)

  • Banking Institution

    MUFG Bank, Ltd.
    The Bank of Kyoto, Ltd.

  • Business Description

    Planning, manufacturing, wholesale, retail sale of all Product goods

    Consultancy for businesses and operation of collaborative projects based on the concept of THE, in fields such as Product planning, design direction, product design, graphic design, marketing tactics.

  • Office

    Minami Aoyama Office
    (Public Relations / Production Management / Product Development )
    303, 4-10-4, Minami Aoyama, Minato-Ward, Tokyo, 107-0062

    Daikanyama Office
    (Creative Direction)
    FLEG Daikanyama 2F, 1-31-12, Ebisu Nishi, Shibuya-Ward, Tokyo, 150-0021

    JP Tower KITTE 4F, 2-7-3, Marunouchi, Chiyoda-Ward, Tokyo 100-0005
    FUJII DAIMARU 2F, 605, Teianmaeno-cho, Shijo-kudaru, Shimogyo-ku, Kyoto-shi, Kyoto 600-8031

Manabu Mizuno

Total Direction

Creative Director and founder of good design company. Guest associate professor of Keio University.  

Born in Tokyo Prefecture, Japan, 1972. Graduated Tama Art University with a degree in graphic design in 1996. Founded good design company in 1998. Mr. Mizuno carries out the entire design direction starting from logo design, which is fundamental in developing brands to product planning, packaging, and interior design. Major works include the naming, advertising, and branding of “iD” NTT Docomo; the “Ministry of Agriculture, Forestry and Fisheries” CI; rebranding of Seven Eleven Taiwain “7-Select”; planning and design of “Kumamon” the mascot of Kumamoto Prefecture; total director of new stationary brand “STALOGY”; branding of “Kuharahonke” (Kayanoya, Shoboan, etc); total direction of singer Hikaru Utada’s “SINGLE COLLECTION VOL.2” and “Sakura Nagashi”; “Nakagawa Masashichi Shoten” etc. Mr. Mizuno has won numerous awards including “The One Show” (Gold), “CLIO Awards” (Bronze), “London International Awards” (Silver); “NYC ADC Award” (Bronze), “Asahi Advertising Award (Runner Up). His literary works include “Sense ha Chishiki Kara Hajimaru”, “Output no Switch”, “Idea no Secchakuzai” (Asahi Shimbun Publications), as well as “good design company no Shigoto” and “SCHOOL OF DESIGN” (Seibundo Shinkosha).

Masashichi Nakagawa

Project Management

Nakagawa Masashichi Shoten, Co., Ltd, executive chairman.

Born in Nara Prefecture, Japan, 1974. After graduating Kyoto University, Department of Law, he entered Fujitsu Ltd. Upon joining Nakagawa Masashichi Shoten Co., Ltd. in 2002, he accelerated the opening od directly owned “Yu Nakagawa” shops and became the first in Japan to establish a SPA business based on traditional arts. Mr. Nakagawa also started his own brand “kisara” in 2003, and opened a flagship store in Omotesando Hills in 2006. He became the 13th president of Nakagawa Masashichi Shoten Co., Ltd. in 2008. Based on his vision “the revitalization of traditional Japanese crafts” he started a management consulting business for specialized businesses. For the first client, Maruhiro Ltd., a ceramic maker in Hasami-cho, Nagasaki prefecture, he lauched a new brand, “HASAMI” in June 2010, which became an unprecedented hit. On the topic of “Branding for Medium and Small-sized Businesses”, Mr. Nakagawa has conducted many seminars for managers and designers, as well as lectures at universities. His books include: “Nara no Chi-sana Kaisha ga Omotesando Hills ni Mise wo Dasu Made no Michinori”, “Brand no Hajimekata” (Nikkei BP) and “Chi-sana Kaisha no Ikiru Michi” (Hankyu Communications).

Photo: © Mikiko Fujioka

Keita Suzuki

Product Design

Product Designer. Founder of PRODUCT DESIGN CENTER.

Born in Aichi Prefecture, Japan, 1982. After graduating the Product Design Department of Tama Art University. Keita was employed at NEC Corporation and Iwasaki Design Studio, and launches PRODUCT DESIGN CENTER in 2012. Tackle the creation of new products with the theme "solid innovation" that will advance the history of objects one step further. Invited writer for "Saint-Etienne International Design Biennale" in 2015. 2016 "HUBLOT DESIGN PRIZE 2016" finalists (Asian first). Visiting professor at Kanazawa College of Art. Good design award youngest young judge member. DESIGN-AH "Designer" (E Tele) appeared.

Photo: ©Taro Hirano

Yusuke Yonetsu

Product Management

THE Co. Ltd., CEO

Born in Tokyo Prefecture, Japan, 1980. After graduating Tokyo Zokei University with a degree in product design in 2005, he worked for PLUS Corporation where he engaged mainly in product planning and product development of metal and plastic goods such as scissors/ staplers/ hole punchers/ cutters/ stamps/ correction tape/ safes/ paper cutters etc., as well as marketing. In 2012, he joined THE as Product Manager and was responsible for overall product management and business planning, which involved visiting manufacturers all over Japan, product development, distribution, production management and quality control etc. He was promoted to CEO in March 2015 after working as the Vice President. He is the recipient of the iF Design Award 2012, Red Dot Award 2012, Good Design Award 2007/ 2008/ 2012. In addition, NIKKEI TRENDY hit item ranking, NIKKEI MJ hit item numbering, etc., award-winning history in product development.
Photo: ©Kenta Hasegawa