Snow Peak: Japanese gorpcore for the uber-luxe set


18 November, 2019

Do you see yourself as outdoorsy, athletic, adventurous and at one with nature? I’m none of those things so why am I so enamoured with Snow Peak? And specifically its new retail playground in Piccadilly?
Back-story: Snow Peak originated in 1958 when founder Yukio Yamai, a dedicated Japanese mountaineer became frustrated with the standard available kit he was using. He set to creating a company that aligned his love of nature with high quality design and craftsmanship of the sort we’ve come to expect from Japanese brands. Fast-forward to the late 80s and his son (and current president) Tohru Yamai joined the fray to reinvent the image of camping in Japan. Later, Tohru’s daughter…


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