Yasuhiko Iwanade began his career in the music industry in the 1970s with guitar repairs and vintage restorations. In the 1980s, he leveraged this experience to start crafting guitars.
He later moved to the United States, where he worked in the custom guitar production department of an American company before returning to Japan. After serving as an advisor for an American brand’s import agency, he established his own guitar brand. During this time, he also contributed columns to guitar-related magazines and authored specialized books on musical instruments, one of which was published in English in the United States.
In the 2000s, he once again joined an American company, where he focused on expanding sales channels from a management perspective, overseeing numerous countries including those in Asia.
He became the head of the Japanese subsidiary, managing the Japanese and Asian markets. After a career spanning several decades, he eventually became independent.
He launched “Toneism” to produce pickups, which represent the culmination of years of planning and research.
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