At the intersection of Japanese heritage and contemporary outdoor innovation - the crossroads between hands-on craft and technical performance: there’s Snow Peak. The company is now in its third generation of family ownership, led by father and daughter Tohru and Lisa Yamai. As president of Snow Peak USA, Tohru is affectionately called “Boss Man” by their growing team. His daughter, Lisa Yamai serves as president in Japan, as well as Snow Peak’s apparel designer. In her design role Lisa has produced some of the most iconic styles in the contemporary outdoor canon. Fire resistant Aramid chore jackets - 3L weatherproof parkas, and allover printed insect repellent trousers - all in city ready silhouettes - these are just a few of the progressive outdoor styles in Snow Peak’s apparel collection. We chatted with their US and Japan teams about the Japanese perspective on outdoor culture, and what they see for the future of the company.
Anyone exploring the intersection of fashion and the outdoors will inevitably be drawn to Snow Peak’s philosophy. The company uses the Japanese word ‘noasobi’ to center its identity. If you ask Google Translate, it’ll tell you this means “playing in the field”. As with much of the Japanese language, there are layers of meaning and nuance lost in translation. “Embrace Your Nature” might be a little easier to understand. Throughout our interview, we kept coming back to one idea. - “Yukio, Tohru and now Lisa have all led the company through different transitions and stages of growth, but their commonality is a dedication to providing nature-oriented experiences to customers”. Connecting humans with nature is always at the heart of Snow Peak’s mission.
After producing some of the world’s best camping gear for more than 50 years, Snow Peak apparel launched in 2014, and was almost immediately embraced by the growing movement of outdoor fashion. Lisa studied apparel design at Bunka Fashion Graduate University in Tokyo, and the influence of Tokyo’s street style culture has permeated each season of Snow Peak’s apparel. While traditional outdoor apparel brands tend to iterate the same products in new colorways each season, offering buyers little more than color codes on a line sheet - Yamai’s seasonal collections are more like what you’d find on a runway. Among a staggering number of new styles each season, you’ll also find some standbys. The Flexible Insulated line is Snow Peak’s essential warmth layer, utilizing silky soft polyester outer fabric and quilted with Primaloft - Flexible Insulated stretches, insulates, wicks, and perhaps most importantly - works just as well at camp as in the city.
There’s an element of sustainability to clothing that serves these multiple purposes. One imagines a Tokyo or New York apartment closet - both cities where space is at a premium. “The demand for fashion-oriented apparel in the outdoors stems from the desire to both consume more mindfully - i.e. purchasing clothing that has dual-use, and from the belief that there’s no reason outdoor apparel can’t be fashion-forward”. In addition to reducing the number of pieces you may have to buy, Snow Peak wants to produce these versatile styles more carefully too. “Our overall focus is on material development for coexistence with the earth, including using eco, recyclable and sustainable materials”.
In terms of Snow Peak’s mission of connecting us with nature, it doesn’t stop at the gear. Snow Peak Way is an ongoing series of camping events in Japan and the USA, where Snow Peak staff and customers mingle freely, hike together, and spend evenings sipping Suntory around the campfire. Having attended both of the first two SPW events in the US, I can honestly say there’s no brand experience like it. What’s striking is that this series of events offers not only a way for Snow Peak customers to connect with the outdoors, it gives Snow Peak a chance to learn from their customers - “Snow Peak Way originated in Japan and was a pivotal turning point in the company’s trajectory. During the first Snow Peak Way, Tohru Yamai and Snow Peak leadership realized that to truly create products for our users, we needed to embrace their perspective as our own. Additionally, Snow Peak employees are also users, so it makes sense to bring everyone together to enjoy our common love of time in nature.” What other event gives you the opportunity to have a cocktail next to a family of four and the president of a multinational corporation at the same time?
At Snow Peak Way - or at any Japanese campsite, the activity orbits the takibi. This translates roughly to ‘campfire’ - but with Snow Peak, takibi is a way of life. From packable fire pits and grilling accessories to a dedicated fire resistant apparel line - takibi is the starting point to understanding Japanese outdoor culture. “The Japanese style of camping has a greater focus on the social aspect. Campgrounds in Japan are wide open fields without designated campsites. Campers often set up near each other without the traditional barrier of bushes or trees often featured at campgrounds in the US. Camping is not as widespread in Japan, with only 7% of the population camping regularly. There is a greater emphasis on bringing home to the outdoors and a refusal to sacrifice creature comforts in order to enjoy nature. The Japanese style of camping doesn’t skimp on small luxuries, particularly regarding camp setup and cookware. Snow Peak’s products reflect these preferences. Many of our collections center around gathering in the outdoors and many of our products are designed to be dual use for the home and camp.“
Even as outdoor apparel continues to penetrate the fashion landscape, there tends to be a pull toward the ultralight mentality, which is a minimalist approach with a hyperfocus on weight reduction. Snow Peak’s gear and apparel transcend any blanket philosophy, and the company aims to accommodate outdoor users of all kinds. Their line of alpaca cable knit garments produced in collaboration with Japan’s Inouie Brothers are the peak of cabin cozy, and their ‘Insect Shield’ outerwear boasts performance bug repellent properties, fit for a fly fishing journey. Both collections offer the superb color theory, contemporary fit, and certifiable performance that Yamai’s designs have come to be known for.
“From a gear perspective, our product lines are designed for different types of outdoor experiences. TheTakibi Line, for example, is intended to be used at home, for car camping or during day trips. It's not designed for lightweight backpacking, so it’s naturally a bit sturdier and heavier than our ultralight titanium items. While our products for car camping, overlanding and the home might not be as lightweight as others, they are incredibly durable, thoughtfully designed and come with a lifetime guarantee. Snow Peak has long been known for its ultralight titanium cookware, pocket-sized backpacking stoves and other lightweight goods. These products were designed for backcountry excursions where space is sacred and ounces count – so they’re super light and nest together for compact storage.”
Naturally, the pandemic and related travel restrictions offer challenges to a company whose mission is to gather people outside. The US team has been leading the outdoor landscape in how they continue to connect with their community. “While things look different this year, we’ve found creative ways to continue and build upon our connection to our customers. With events like the Snow Peak At Home Campout and regular live demonstrations during COVID-19 stay at home orders, we’ve been able to offer ways to enjoy our products and the outdoors despite our shared challenges.”
Between its generations of family heritage, and today’s evolving outdoors industry - Snow Peak is positioned to continue its international growth. Tohru’s wisdom and experience, mixing with Lisa’s bold vision for the future create a brand and a collection that promises to challenge and expand our perception of outdoors apparel for years to come. Kanpai (cheers)!