Brand Focus: Snow Peak

This Month's Asian Brand Focus:  Snow Peak. 

Its hard to classify Snow Peak. But the words that come up to try to define Snow Peak as a brand are a lot of gear, a lot of fashion, a lot of authenticity, and a lot of heart

Its not Marmot. Its not Montbell. Its not TNF. Its what I wish Aigle would have been. 

AMC ❤️ Snow Peak. 

Here are excerpts from their websites, in Japan and in the USA. We encourage you to visit them to see their latest creations and sustainable projects.   Snow Peak. 


  • 1958年 7月
  • 初代社長 山井幸雄が金物問屋として、山井幸雄商店を創業。
  • 1959年
  • 登山を趣味とする山井は当時の登山用品に不満を持ち、オリジナル登山用品を開発。全国に販売を開始。
  • 1963年
  • 「スノーピーク」を商標登録
  • 1964年 1月
  • 有限会社 山井商店を設立。法人組織化。釣具ブランド「カープ」を商標登録し、フィッシング業界に参入。本格的アウトドアレジャーのメーカーとして事業領域を拡大。
  • 1971年
  • 株式会社ヤマコウへ組織変更。
  • 1986年
  • 現社長である山井太が入社。アウトドアをライフスタイルととらえ、スノーピークをオートキャンピングブランドとしてリニューアル開始。
  • 1987年
  • スノーピークの代表的な商品であるマルチスタンドをリリース。同時にシステムデザインをコンセプトとしたオートキャンプ用品の開発を本格化。
  • 1988年
  • オートキャンプ用品の本格的リリース。オートキャンピングのパイオニアメーカーとして日本のアウトドアシーンを革新。
  • 1992年
  • 創業者 山井幸雄逝去。山井トキが社長に就任。
  • 1995年 5月
  • 西日本の営業拠点として大阪営業所を設立。
  • 1996年 12月
  • 山井太が代表取締役社長に就任。同時に株式会社スノーピークに社名変更。新規事業としてフライフィッシング事業に参入。 アメリカの拠点である子会社Snow Peak U.S.A.,Inc.をオレゴン州に設立。
  • 1998年
  • キャンプイベント「Snow Peak Way」の開始。
  • 2001年 1月
  • ヨーロッパへ輸出開始し、韓国をはじめアジア市場へ本格参入。
  • 2001年 4月
  • 東北営業所開設。
  • 2001年 10月
  • オセアニア地区へ輸出開始。
  • 2003年 5月
  • 福岡・太宰府と東京・晴海にスノーピーク初の直営店『Snow Peak Store』を出店。
  • 2004年
  • 秀岳荘白石店、L-Breath御茶ノ水店、WilD-1多摩ニュータウン店内に『Snow Peak Store』を出店。梅田、神戸に直営店『Snow Peak Store』を出店。
  • 2005年
  • L-Breath新宿店内に『Snow Peak Store』を出店。Snow Peak Club 開設。
  • 2006年
  • パワーズ広島店、ポイント&ペグ熊本流通団地店内に『Snow Peak Store』を出店。
  • 2007年
  • Wild-1仙台泉店、楽天市場、Wild-1印西ビッグホップ店内に『Snow Peak Store』を出店。ヨーロッパでの拠点、Snow Peak Germany をドイツに設立。


Snow Peak's journey began in 1958, when our founder Yukio Yamai, an accomplished mountaineer, created his own line of superior climbing gear out of the discontent for the current gear on the market. It is our birthplace and our founder's heritage that we look to whenever we sit down at the drawing board and create our next piece of outdoor gear.

Snow Peak's home in Sanjo City, is in the Chūetsu region of Niigata Prefecture, which is also known locally as the hardware town for its history of fine crafted metal work. A range of mountains that rise up to an altitude of 8,051 ft. between Niigata and Fukushima prefectures with rivers and streams cutting into the valleys, flow out to the East Japan Sea. This rich environment naturally evokes a strong connection to the outdoors. For the people born and raised here, nature is a part of life. It is this place that inspired Yukio Yamai, and to this day continues to inspire all of the products that come from Snow Peak, as is still home to our International Headquarters.

From 1980 to the present, Snow Peak has been run by Yamai's son, Toru, Yamai who brought the company to national recognition as a brand who inspires people around the world to enjoy the outdoors and find harmony with nature. Yamai believes that it is Snow Peak's mission to bring people closer to nature; that by spending time out of doors we find our humanity.

Presently, the next generation of the Yamai legacy is being brought forward by Yukio's granddaughter, Lisa Yamai, who in 2014 launched Snow Peak Apparel. With great acclaim from the fashion and outdoor industries, Snow Peak Apparel has inspired a new generation of outdoor enthusiasts.



We place our trust in the personal vision of each employee and come together as a team unified by a common goal: to be the world’s leading brand of exceptional outdoor lifestyle products.


We embrace our consumer’s vision and point of view as our own and deliver products and services that inspire us both. Constantly innovating and building new trends, our ideas are always progressing.


We strive to create a positive impact through everything we do. We create lifelong products, that stand behind every design.

私達スノーピークの原点は、創業以来一貫して 「自分達もユーザーである」
という原点から革新的な新製品の開発を行い、 私達が世に送り出す製品がユーザーの皆様に愛着を持って使っていただけるよう 独自の保証制度によって品質の保証を行って来ました。 ユーザーの笑顔を増やしたい。 ナチュラルライフスタイルの楽しさを一人でも多くの方に知っていただきたい。 そしてスノーピークは、皆さんが参画できる開かれたインダストリーであることを目指しています。 私達のスタッフの熱意、そして開発力や生産設備も全てがユーザーの皆様のために存在しているからです。
代表取締役社長 山井 太
Snow Peak (Japan)        Snow Peak (USA) 

Zara Launches First Sustainable Fashion Line


Info From Zara

Zara has launched a new sustainable collection they’re calling Join Life. But unlike most sustainable high street special editions, Join Life doesn’t stand alone, it is Zaras introduction to a whole new way of doing business. 
Here’s everything you need to know about the new Join Life initiative:
Kinder fabrics
The collection itself is a carefully curated offering of classic silhouettes in a palette of ‘mineral tones’; seaweed green, light stone, rust, camel and navy. Made from TENCEL®, recycled fibres and organic cotton, the fabrics reduce impact on the environment as well as the chemical intake on your skin.
By putting deforestation,animal cruelty, reducing water and being kinder to the skin on the agenda, Zara are looking at integrating methods used to develop this collection into their main line. Think of Join Life as a starting point rather than a separate entity within this trend conscious brand.
Clothes collect
Following the H&M group including H&M and & Other Stories, Zara have set up a customer recycling points in their stores, to try and help closing the loop on the life cycle of garments. 
Can’t make it to a store? Don’t worry, they’ve got you covered with a clothing collection service. All your unwanted garb is given to Cáritas, the Red Cross and Oxfam.
Closing the loop on packaging
All Zara brown boxes are made from recycled cardboard. Their programme is so efficient, 56% of online orders are delivered in boxes made from their own boxes. Genius.
Transparency with manufacturing
Materials are just one part of the puzzle and Zara have recognised this. Working on a more long term, sustainable supply chain has a positive impact on consumers, business owners, workers and the environment. 
Zara are working with different organisations to protect workers rights, carry out audits of their factories and develop plans to improve their production processes.
Already 50% of Zara stores around the world are classified as ‘eco-efficient’, but they only want to improve on this. Fitting the stores with energy reducing light bulbs and adjusting the air-con and heating to weather appropriate conditions as well as training their staff on recycling and water reduction are just a few measures they’ve put in place to ensure all stores are ‘eco-efficient’ by 2020.
The green web
84% of the energy used to power the servers and offices is renewable. By 2018, they aim to run entirely on renewable sources, and by 2020 that figure will be reduced by 20%.
Fashion Conscious