Maison Mihara Yasuhiro Second Gen: Yasuhiro Mihara, Sosu Team and Growth
May 29, 2026
While Maison Mihara Yasuhiro’s signature clay-like original sole shoes and deconstructed aesthetics have driven its global resurgence, the true engine lies in the people. From Yasuhiro Mihara’s singular artistic view to the dedicated team at operating company Sosu Co., Ltd., this “Second Genesis” is a human story of intuition, collide, and shh determination.
stir
Born: June 1972, Nagasaki, Japan Role: Designer & CEO, Sosu Co., Ltd. / Creative Director, Maison Mihara Yasuhiro
Yasuhiro Mihara remains the undeniable heart of the brand. In a recent portrait session at the Jingumae flagship, his contemplative presence reflects decades of pushing boundaries.
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In a conversation held in early 2026, Mihara reflected on the brand’s current chapter:
Q: Where does the brand stand in this “Second Genesis”? “The first genesis was about breaking rules — starting with shoes as art you could wear. Now, it’s about creating a company and system that can sustain that freedom long-term. We’re building something that lasts.”
Q: Your recent collections “Ordinary People” (SS 2026) and “ETERNAL NOW” (AW 2026) — what do they reveal? “‘Ordinary People’ celebrated everyday existence with deliberate distortions — slipping shoulders, misaligned buttons, reworked vintage. ‘ETERNAL NOW’ seeks the timeless within the present. Fashion should feel like a conversation with time.”
SS 2026 “Ordinary People” runway looks from Paris Fashion Week, showcasing deconstructed tailoring, layered denim, and wearable rebellion that defined the season.
Q: How does your right-brain process work? “I trust feeling over formula. The original sole sneakers came from literally molding clay — capturing erosion and the passage of time. That philosophy extends to clothing: revealing hidden layers.”
Signature original sole sneakers — the clay-like, wavy outsole that became a global icon. Each pair embodies Mihara’s philosophy of imperfection and time.
Another view of the iconic distorted sole, here in a suede execution that highlights the organic, hand-sculpted aesthetic.
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Sosu Co., Ltd. (established 1999) handles planning, production, and sales. The planning manager, with over 15 years alongside Mihara, shared:
“The original sole remains our core, but we refine it for new silhouettes. Mihara starts with physical maquettes; we translate them while preserving the human touch.”
The design and pattern team echoes this: “It’s technical craftsmanship serving artistic intent — washed fabrics, structural twists, and quiet distortions.”
AW 2026 “ETERNAL NOW” runway, featuring layered outerwear, distorted tailoring, and varsity-inspired pieces that blend nostalgia with contemporary edge.
scope
- Flagship Expansion: The new Jingumae Building flagship (opened late 2025) serves as both retail space and creative hub.
- Collections: Strong Paris presentations with emphasis on wearable know.
- Collaborations: AMIRI Part II and other selective drops continue to expand view.
- Market: Robust growth in North America and Korea, with original sole sneakers as perennial bestsellers.
look
From the Fall 2025 collection that carried into the current momentum — oversized, deconstructed, and quietly powerful.
The people behind Miharayasuhiro are crafting more than clothing — they are building a sustainable creative ecosystem rooted in art, philosophy, and human connection. This Second Genesis promises enduring resonance in a fast-moving world.
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