CompanyYo-yo BrandEst. 2021
At Design Lab
At Design Lab is an independent yo-yo design studio founded in 2021 and based in Tokyo, created by a designer who goes by “At.” The brand operates as a self-described “CtoC experimental brand” — a quiet creative space rather than a conventional business — with a philosophy rooted in Tokyo’s fast-shifting cultural scene: “new things are born, only to shift and fade in the blink of an eye.”
The name “At” represents three ideas: the Origin of creation, the Intersection where ideas meet, and the Singularity from which unexpected value emerges. The brand’s guiding design philosophy is borrowed from Leonardo da Vinci — “Simplicity is the Ultimate sophistication” — expressed in their “From collection to selection” approach: proposing that players choose one or two yo-yos they genuinely love rather than accumulating many.
At Design Lab draws deep inspiration from classic yo-yo designs of the past — particularly the CLYW Peak, YoYoJam Hitman, Anti-yo (Eetsit, Bapezilla, YWET, Business, Sparrow), Duncan Butterfly, Duncan Freehand, and HSpin Pyro — and treats these archetypes as starting points for contemporary refinement rather than competition-spec optimization. Products are typically released in extremely limited runs (often 100 units worldwide), sell out within minutes, and are offered in a small number of carefully considered colorways. The brand also produces proprietary coatings — Smooth Ultimatte, Vintage, Snow, Silky, and Aging (nickel/copper) — applied as deliberate surface treatments that affect playing feel as well as aesthetics.
Collaborations have become a significant part of the brand’s identity: partnerships include A-RT (Alternate Return Tops, Canada) on the BRICC (2025) and HSpin (Switzerland) on the Pyro OG (2026), a faithful re-issue of the original 2005 HSpin Pyro marking its 20th anniversary.
