Manila, Philippines — “Aside from it being a Japanese brand, we at JINS have always had a vision. That is to offer the ‘Magnified Life‘ and that’s what we care about the most. The “Magnified Life” through the JINS eyewear means encouraging people to change the way they view the world.” says Katsumi Kubota, Managing Executive Officer at JINS Holdings Inc.

In an exclusive interview, visionary Katsumi Kubota reveals the mission of eyewear brand JINS Philippines and what it means to wear JINS.

“80% of the information that we absorb as human beings are coming through the eyes.  The remaining 20% of information, we obtain through the ears, or sense of taste and touch. The information coming through the eye is a major channel for human beings. So through the JINS eyewear, we help people with difficulty in their eyesight to view the world better. We are responsible for their needs, and we are fortunate to work with that need. “That’s why we always say, we offer a ‘Magnified Life‘ through JINS.” 

“Even though we are known for our stylish prescription glasses, JINS has always had a mix of function and fashion in our offerings. Like for me personally, I do have three eyeglasses that I use regularly: one for functionality which is my pair of reading glasses because of my age, one pair is for reading but more in style, and another is my pair of sunglasses for fashion. My prescription glasses help me see the world better, while the pairs which are more in style, help me see and feel better about myself.” JINS

Eyeglasses, once perceived solely as utilitarian objects, have now evolved into fashionable accessories. The CEO of JINS understands having multiple pairs for various purposes reflects the growing trend of owning eyewear that complements different occasions. A pair for functionality addresses age-related visual challenges, highlighting the importance of vision enhancement. Another pair for reading in style exemplifies how JINS eyeglasses can be used as an expression of one’s individuality.

“We have a vision…We say magnified life. Magnified life is the vision for JINS. That’s what we care about the most. This means JINS encourage people to change the way they view the world.”

When asked about the brand DNA of JINS, Katsumi Kubota highlights their vision, which can be explored in detail on their website. The brand’s vision is encapsulated in the phrase “magnified life.” This vision represents JINS’ commitment to encouraging people to change the way they perceive the world. Kubota emphasizes the significance of vision, stating that 80% of the information human beings receive is through their eyes. JINS recognizes this responsibility and considers themselves fortunate to work with such a crucial aspect of human perception.

The concept of magnified life resonates deeply with JINS’ philosophy. It signifies their belief that by providing eyewear that enhances vision, they can empower individuals to experience the world in a new light. JINS goes beyond mere functionality and understands the transformative power of eyewear.

“If you wear a square metal glass, you look more serious. But if you wear a bold style, you look different too.” 

“I selected one pair more because of the comfortability, and I look really soft in the office when I wear this pair. I can sense people approach me easier when I am wearing this pa. So the time I have to talk to my sub-unit people, I don’t want to intimidate them so much so I wear this soft style.” 

Kubota understands the psychological impact of different eyeglass styles. The notion that square metal glasses give a more serious impression while bold styles create a distinct look sheds light on the subtleties of eyewear choices. It shows that eyeglasses not only affect the wearer’s appearance but also influence how others perceive them, reinforcing the importance of making a well-suited choice.

“And this other pair is a more formal one, it’s a mix of warm and cool. You know what, it has magic. You look different for each glass. Like you feel different. This is the beauty of eyeglasses. You wear a different pair each time and even your demeanor changes. Like I can see there is a little bit of change every time you wear a different pair of eyeglasses.” 

“In a sense, these three different pairs of eyeglasses are helping me to magnify my life.”

In addition to prescription eyeglasses, JINS also offers a range of stylish sunglasses. Katsumi Kubota describes these sunglasses as a fusion of function and fashion. While they serve a practical purpose, such as protecting the eyes from the sun, they also make a fashion statement. Kubota acknowledges that as people age, their vision may change, requiring reading power in their sunglasses. JINS addresses this need for functionality while also allowing individuals to express their personal style.

Wearing JINS sunglasses not only helps people see the world better but also allows them to see themselves more clearly. The value that emanates from JINS eyewear lies in the ability to enhance one’s vision while simultaneously reflecting their unique identity. Kubota explains that different styles of eyewear can project different images. For instance, wearing square metal glasses might give a more serious appearance, while opting for bolder, more unconventional frames can create a different impression. Whether one seeks to exude professionalism or embrace a more daring and distinctive look, JINS sunglasses cater to diverse style preferences.

Photo: JINS

Beyond their renowned prescription eyeglasses, JINS offers a captivating collection of stylish sunglasses that blend both function and fashion. The brand acknowledges the evolving needs of individuals as they age and ensures that their eyewear provides the necessary functionality while still reflecting personal style choices.

JINS empowers individuals to see the world more clearly while embracing their unique identity and personal expression. Whether it’s the desire for improved vision or the aspiration to make a fashion statement, JINS eyewear offers a diverse range of options that cater to every individual’s needs and desires.

In the world of eyewear, JINS continues to shine as a brand that not only provides high-quality products but also encourages wearers to embrace a magnified life—one where vision becomes a catalyst for personal transformation and a renewed outlook on the world.

Images of Katsumi Kubota by photographer Pranz Kaeno