The founder Kichizo Yoshida was born in Samukawa-cho, Kanagawa.
1923 The Great Kanto Earthquake
At the time of the Great Kanto Earthquake, when Kichizo was 17, he managed to rescue many household goods out of his house, by tying both ends of a cord to the goods and holding the cord on his shoulders. He learnt from the experience that "a bag should first of all be a tool to carry goods". Even after he established Yoshida Kaban Seisakujo in Kandasuda-cho, Tokyo, he did not forget this philosophy and pursued the goal to create "a bag that fits to the owner as time passes and becomes a regular part of their lives".
Kichizo established Yoshida Kaban Seisakujo in Kandasuda-cho, Tokyo.
1945 The end of World War II
The second photo on the left is the former location of the factory in Kandasuda-cho, where they hid the tools for bag manufacturing during the war. Since the factory survived the air-raid attack, the craftsmen was able to go right back to their job after they finished their military service.
Yoshida Kaban Seisakujo was reformed as Yoshida & Co., Ltd. and relocated to Higashi-Kanda, where the current head office is.
Yoshida developed the Elegant Bag which was a great success.
1953 Tokyo Tower opened, television broadcast started.
Empress Michiko, before her engagement, was a regular user of a Yoshida bag.
New collection was presented at Nikkatsu Kokusai Kaikan.
Shigeru Yoshida, Kichizo's first son,
went to Italy.
The first private brand PORTER was launched.
The brand name was taken from "porters" who handle customers' bags at hotels, pertaining to their closeness and insight into bags. There were about 10 designs made for a paper tag. One of them was a design of a porter facing the front. Since we created various tags to match the different series, several patterns were used at the same time. The current tag was designed around 1968. However one of the tags designed in 1962 is printed on Yoshida's cardboard boxes.
Yoshida bag was used in Akira Kurosawa's film "High and Low"
1964 Tokaido Shinkansen began its service. Tokyo Olympic was held.
Our longest continuing series "Baron" was released.
1969 Apollo 11 rocket made the first-ever lunar landing.
1970 Osaka Expo was held.
Kichizo received "The Order of the Rising Sun, Gold and Silver Rays".
1978 Japan's first Int'l airport began its service.
Then-Chief Director of Yoshida & Co., Ltd. became the first Japanese to be selected to the member of the New York Designers' Collective.
1982 Joetsu Shinkansen began its service.
1983: "TANKER" was released.
"TANKER" was a model inspired by the flight jacket MA-1 of the U.S. Air Force, made of an original material. Because its initial concept was "a travel series with military look", we mainly offered duffle bags and shoulder bags, only in sage green color (the black color was added 6 months later). The military look fashion was unusual in the 80's, so this series didn't sell well at first. Despite the fact, "TANKER" has become a product that represents the PORTER brand today. Currently we offer about 60 styles of regular items, more than 100 styles including collaboration models. ※ Material used for TANKER is not the same as MA-1.
1984: "LUGGAGE LABEL" was released.
"LUGGAGE LABEL" (left picture) was released in Autumn/Winter 1984, with a concept to integrate "unique" and "basic". Various models were introduced including "Liner" (photo) inspired by the military, which produced many fans for the high quality of the product. The brand became very popular despite the fact of being released after PORTER. From the late 80's to the early 90's, LUGGAGE LABEL was what most customers thought of when they heard the name of Yoshida.
1985: 50th anniversary of Yoshida & Co., Ltd.
1989: Emperor Hirohito passed away. The era name changed from Showa to Heisei.
Kichizo Yoshida passed away.
The first specialty shop "KURA CHIKA" Shibuya opened.
Additional styles for "TANKER" were released.
The first directly-managed shop "KURA CHIKA YOSHIDA" Omotesando opened.
The second directly-managed shop "KURA CHIKA YOSHIDA" Marunouchi opened.
"YOSHIDA" brand was released.
70th anniversary of Yoshida & Co., Ltd.
One product from "PORTER" and one from "LUGGAGE LABEL" received "Good Design Award". From that time on we have been entering our products to the award and have continued to win every year.
75th anniversary of Yoshida & Co., Ltd.