Snowpeak Apparel intro
for hhv journal
Copywriting to introduce Japanese brand Snowpeak Apparel to the hhv audience. Interview by Adrian Bianco.
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But if you want to pick out one country that has found its love for the outdoors way before the trend and the culture of hype, it is Japan. Deeply woven into the nation’s DNA, the Japanese found their unique way to combine elegant aesthetics with outdoor life, outdoor apparel – basically everything outdoor-related in general. Several big brands are thought leaders in the field of outdoor fashion, and people here take outdoor activities seriously. Japan has found its very unique way to smoothly combine urban and outdoor wear – and has been doing exactly that for a long time already. A perfect example of this fusion of outerwear and urban minimalistic design is Snow Peak. A brand with a long history, never failing to reinvent itself.
Japan’s geological characteristics bring it that people live with mountains basically everywhere. Surrounded by mountains also lays the city Jingo in Japan’s Niigata prefecture. A one-hour bullet train ride away from Tokyo, the region is famous for its winter sports areas. The diverse environment causes a strong connection to nature itself for people born and raised here.
One of them was Yukio Yamai, a mountaineer that at some point wasn’t satisfied with the gear on the market of that time. In 1958, at the age of 26, out of this discontent, he founded his own line of superior climbing and mountaineering gear. Snow Peak was born (first under the name »Yamai Shoten«). Yukio Yamai began by designing and selling his own pitons and crampons made from titanium, stainless steel and aluminium. The success was already laid out as the region is famous for its professional metalwork. Apart from the company production, he also designed custom made climbing gear for friends. Essential for the brands’ appearance always has been and ever will be the inspiration it takes from its origin, the Chūetsu region. It is also where the headquarter of the family business is located up to this day, including public campsites and several concrete-and-glass buildings.
From 1980, Yukio Yamai’s son Tohru Yamai took over to lead Snow Peak towards international recognition as a high quality, innovative and fashionable brand that inspires people around the globe to enjoy the beauty of nature and activities in the outdoors. In 1999, he brought Snow peak to the US, where the brand initially was known in the backpacking industry for ultralight titanium products. It has expanded its range ever since to car, camping, apparel, home and lifestyle.
Through its 60 year history, Snow Peak always valued the exchange with its users. For this reason, the brand initiated an annual event called »Snow Peak Way Campout« in 1995. A possibility for like-minded outdoor enthusiasts to share their experiences and stories. Encounters like this give the brand new input about the needs of the consumers.
With the launch of Snow Peak Apparel in 2014, the next generation of the Yamai legacy brought a fresh breeze into the company. Yukio Yamai’s granddaughter Lisa Yamai is pushing Snow Peak yet another step forward with a line of apparel standing out through its impeccable aesthetic and smart, functional design. Her unisex design approach pays respect to old traditional garments like kimonos or indigo dyed workwear but gives it a new spin that makes it suitable for the outdoors.
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Full article here
Peter Obradovic, Berlin, 2023