Community Cultivation: Snow Peak’s Next Generation

Copywriting

Born on the unforgiving terrain of Japan’s Mount Tanigawa, Snow Peak was founded by Yukio Yamai, a Japanese mountaineer and outdoors devotee from Tsubame-Sanjo. Unsatisfied by the equipment he was using at the time, Yamai set out to change his fortunes by creating innovative mountaineering gear that would stand the test of time - sparking the flame that would go onto create a bedrock that is now known as Snow Peak.

Through its more than 60 years of history and a family tree deeply ingrained in Snow Peak, the integral mission has always remained the same; to cultivate a strong connection to the outdoors, always evolving, innovating and creating new approaches. That, in a way has always been a target met by Snow Peak. Their impeccable footprint on Japanese camping and the outdoors has shone through modern camping cookware, minimalist dining set-ups, tents, and more recently a collection of highly functional garments; suited to sit in the grounds of outdoor fashion resurgence.

That correct move into clothing came to light in 2014 when Yukio’s granddaughter, Lisa Yamai – the third generation to take the helm of the brand – launched Snow Peak apparel. Designed in the same vein as Snow Peak’s camping offering, priority is put on functionality of the garments, which are tested rigorously to suit the outdoor landscape, with efficient transitions into urban city life. The crossover into the outerwear garment space is a timely one considering fashion’s ascending rapport with the genre – propelling outerwear brands such as Arc’teryx, And Wander and Snow Peak into the peripheral of contemporary style.