Embodying the brilliance of diamonds.

Luxury. Originating on the American West Coast, this monumental wave in custom car culture swiftly engulfed the world, primarily championed by self-made celebrities such as athletes and artists. It elegantly adorned eccentric premium cars with large-diameter wheels that overwhelmingly outshone others, clad in dazzling chrome. The models that garnered particular acclaim during their heyday were predominantly those of purely opulent and simple forms, designed to evoke a sense of superiority.

This current of luxury, naturally, reached trend-sensitive Japan in an instant. Initially dominated by US-originating models, it was LS, born in 2003, that dramatically reversed this tide. A fusion of robust, powerful styling with Japan's uniquely meticulous, top-quality chrome plating captivated the gaze of the world, not just Japan's luxury devotees. Simple yet exuding an intimidating aura and brilliance, LS etched its name into the history of custom car culture as an iconic design wheel that pioneered luxury style, commanding universal respect.

And time flowed on. Luxury, once hailed as a symbol of celebrity, has now subtly transformed. It has seemingly matured into a style more characteristic of high society, emphasizing grace and dignity. It's a look purely suited for the entrance of a luxury hotel or a red carpet. Rather than a style focused purely on extravagance and a celebrity vibe, it is being sublimated into a style exuding the sophisticated aura of royalty.

Therefore, LS has also been reborn. The facial sculpting is now more intricate, more delicate. The brilliance born from its diamond-motif 3D sculpting beautifully and directly reflects a different world, known only to true celebrities. Significant functional advancements have also been achieved, including the incorporation of bespoke elements—the pinnacle of luxury—such as millimeter-precise custom offsets.

The reborn, new LS is not a series that competes solely on the flamboyance or aggressive presence of yesteryear. It is a gift for adults who cherish luxury, possessing both the opulence to lead the next generation of US luxury style, now matured, and a contrasting delicacy. Made in Luxury. The future of luxury will be built by this new LS, born from luxury itself, and trailblazing half a step ahead of it.