{"id":154486,"date":"2020-05-18T00:01:27","date_gmt":"2020-05-18T06:01:27","guid":{"rendered":"https:\/\/www.heddels.com\/?p=154486"},"modified":"2020-05-25T12:02:06","modified_gmt":"2020-05-25T18:02:06","slug":"in-conversation-with-snow-peak-london","status":"publish","type":"post","link":"https:\/\/www.heddels.com\/2020\/05\/in-conversation-with-snow-peak-london\/","title":{"rendered":"In Conversation With Emily Dillon and Kenya Mitsui of Snow Peak London"},"content":{"rendered":"<p class=\"p2\"><span class=\"s2\">We recently took the time to profile Japanese outdoors brand <a href=\"\/tag\/Snow-Peak\"><strong>Snow Peak<\/strong><\/a>. Originating in 1958, the brand have become known for their attention to detail, minimalistic style, and high-performance equipment. In 2014 the brand created the apparel arm of the company under direction of Lisa Yamai, Vice President and granddaughter of founder Yukio. <\/span><\/p>\n<p class=\"p2\"><span class=\"s2\">Snow Peak is now internationally recognized as a cult Japanese outdoors brand by both camping gurus and style enthusiasts, merging contemporary design sensibilities alongside age-old craft and modern fabrications. <\/span><\/p><div class=\"related_posts evergreen_funnels\"><h3>Like this? Read these:<\/h3><div class=\"flex space-x-4\"><div class=\"related_post w-1\/2\"><a href=\"https:\/\/www.heddels.com\/2024\/03\/how-to-buy-the-right-shoe-size-with-wyatt-gilmore-of-grant-stone\/\"><img width=\"360\" height=\"225\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/www.heddels.com\/wp-content\/uploads\/2024\/02\/grant-stone-sizing-360x225.jpg\" class=\"left wp-post-image\" alt=\"\" decoding=\"async\" loading=\"lazy\" \/><noscript><img width=\"360\" height=\"225\" src=\"https:\/\/www.heddels.com\/wp-content\/uploads\/2024\/02\/grant-stone-sizing-360x225.jpg\" class=\"left wp-post-image\" alt=\"\" decoding=\"async\" loading=\"lazy\" \/><\/noscript><h4>How to Buy the Right Shoe Size with Wyatt Gilmore of Grant Stone<\/h4><\/a><\/div><div class=\"related_post w-1\/2\"><a href=\"https:\/\/www.heddels.com\/2021\/03\/3sixteen-interview-2021\/\"><img width=\"360\" height=\"225\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/www.heddels.com\/wp-content\/uploads\/2020\/10\/over-a-decade-in-denim-catching-up-with-andrew-chen-and-johan-lam-of-3sixteen-360x225.jpg\" class=\"left wp-post-image\" alt=\"Over-a-Decade-in-Denim-Catching-Up-with-Andrew-Chen-and-Johan-Lam-of-3Sixteen\" decoding=\"async\" loading=\"lazy\" \/><noscript><img width=\"360\" height=\"225\" src=\"https:\/\/www.heddels.com\/wp-content\/uploads\/2020\/10\/over-a-decade-in-denim-catching-up-with-andrew-chen-and-johan-lam-of-3sixteen-360x225.jpg\" class=\"left wp-post-image\" alt=\"Over-a-Decade-in-Denim-Catching-Up-with-Andrew-Chen-and-Johan-Lam-of-3Sixteen\" decoding=\"async\" loading=\"lazy\" \/><\/noscript><h4>Over a Decade in Denim &#8211; Andrew Chen and Johan Lam of 3sixteen<\/h4><\/a><\/div><\/div><\/div>\n<p class=\"p2\"><span class=\"s2\">With stores throughout Japan but only three outside its home shores, the brand continues to steadily grow. Most recently, Snow Peak opened a three-floor storefront in St James\u2019s, London. Its first UK outpost and a stone\u2019s throw from fellow Japanese brand 45R, the store is a Mecca for fans of titanium mugs, pile fleece, taped seams, and technical garment design.<\/span><\/p>\n<div id=\"attachment_154608\" style=\"width: 1055px\" class=\"wp-caption alignnone\"><img aria-describedby=\"caption-attachment-154608\" decoding=\"async\" loading=\"lazy\" class=\"size-full wp-image-154608\" src=\"https:\/\/www.heddels.com\/wp-content\/uploads\/2020\/04\/in-conversation-with-snow-peak-london.jpg\" alt=\"In-Conversation-With-Snow-Peak-London\" width=\"1045\" height=\"699\" \/><p id=\"caption-attachment-154608\" class=\"wp-caption-text\">Snow Peak London occupies 4,300 square feet of space in the UK&#8217;s capital (image via Snow Peak)<\/p><\/div>\n<p class=\"p2\"><span class=\"s2\">We took the time to chat with Emily Dillon (Wholesale Manager) and Kenya Mitsui (Business Development Manager and Japanese transplant in London) to discuss the opening of the store, how things are going and what&#8217;s next for the Snow Peak in its newly adopted European market.\u00a0<\/span><\/p>\n<p class=\"p2\"><span class=\"s2\">The basement of the London outpost is dedicated to Snow Peak tents, shelters, and camping equipment (image via Snow Peak)<\/span><\/p>\n<p>Having worked in the industry for a number of years and experience with <a href=\"\/tag\/nigel-cabourn\"><strong>Nigel Cabourn<\/strong><\/a> and <a href=\"\/tag\/filson\"><strong>Filson<\/strong><\/a>, Emily&#8217;s role focuses on wholesale management and building the brand&#8217;s image with independent retailers here in the UK. Passionate about the outdoors and with key links to Snow Peak in Japan, we wanted to understand what drew Emily to the brand and how its transition into the UK and European market has gone so far.<\/p>\n<p class=\"p1\"><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-154735\" src=\"https:\/\/www.heddels.com\/wp-content\/uploads\/2020\/04\/snow-peak-tent.jpg\" alt=\"\" width=\"1045\" height=\"699\" \/><\/p>\n<p class=\"p2\"><strong><span class=\"s2\">Heddels (H): Thanks for taking the time to talk with us. You recently took on the role of Wholesale Manager at Snow Peak, having worked in the industry for a while. What drew you to the brand?<\/span><\/strong><\/p>\n<p class=\"p2\"><span class=\"s2\"><strong>Emily Dillon (ED):<\/strong> After I left Filson, I spent a lot of my time outdoors. In between quite varied freelance jobs I walked across Spain, I spent four months in a surf camp in Morocco and spent most of my time living, quite literally outside. I wasn&#8217;t sure that there was a brand that combined my love of the great outdoors and traveling along with considered design. To be honest I wasn\u2019t considering returning to the fashion industry but then Snow Peak got in touch.<\/span><\/p>\n<p class=\"p2\"><span class=\"s2\">I interviewed with Lisa Yamai, Vice President and granddaughter of the founder of Snow Peak Yukio Yamai, and she just amazed me. Not since I first met Nigel Cabourn as a textile student have I come across such an inspiring designer. <\/span><\/p>\n<p class=\"p2\"><span class=\"s2\">I totally respect that she is part of a huge Japanese company but within that created a whole new area of outdoor apparel that led to a new market in technical clothing which is well designed and fit for purpose. The way Lisa talks about form, functionality, and fabrication is so exciting to me. In the same way that Nigel takes reference from military garments and sports that he is enthusiastic about, Lisa has a depth of knowledge in traditional Japanese clothing and a love of camping. I knew from meeting her over a year and a half ago Snow Peak was a company that I really wanted to work for.\u00a0<\/span><\/p>\n<p class=\"p2\"><span class=\"s2\">One of my favorite things about Snow Peak is that it has such a strong identity as a company. So many outdoor brands are about climbing the highest mountain or running the fastest mile. But at Snow Peak the emphasis is on <i>connecting<\/i> to the outdoors. <\/span><span class=\"s2\">Leaving your phone packed away and connecting to nature and the people around you. <\/span><\/p>\n<p class=\"p2\"><span class=\"s2\">In Japan they talk about restoring humanity, which I am not sure translates that well into English but I think that it is really good for everyone\u2019s mental health to take time being mindful and enjoying nature and each other&#8217;s company.\u00a0<\/span><\/p>\n<div id=\"attachment_154610\" style=\"width: 1055px\" class=\"wp-caption alignnone\"><img aria-describedby=\"caption-attachment-154610\" decoding=\"async\" loading=\"lazy\" class=\"size-full wp-image-154610\" src=\"https:\/\/www.heddels.com\/wp-content\/uploads\/2020\/04\/in-conversation-with-snow-peak-london-snow-peak-london-offers-three-floors-of-the-brands-apparel-outdoor-gear-and-tents-image-via-snow-peak.jpg\" alt=\"In-Conversation-With-Snow-Peak-London-Snow-Peak-London-offers-three-floors-of-the-brand's-apparel,-outdoor-gear-and-tents-(image-via-Snow-Peak)\" width=\"1045\" height=\"699\" \/><p id=\"caption-attachment-154610\" class=\"wp-caption-text\">Snow Peak London offers three floors of the brand&#8217;s apparel, outdoor gear and tents (image via Snow Peak)<\/p><\/div>\n<p class=\"p2\"><strong><span class=\"s2\">H: With the creation of the UK store, the brand is continuing to expand beyond its home shores. Tell us about how you\u2019ve managed this transition and expansion within the UK?<\/span><\/strong><\/p>\n<p class=\"p2\"><span class=\"s2\"><strong>ED:<\/strong> I don&#8217;t think I could claim any part in managing the transition! I feel lucky to have been a small part of it. Kei Saito, who I first worked with at Nigel Cabourn over twelve years ago has been the driving force behind the UK expansion of Snow Peak. <\/span><\/p>\n<p class=\"p2\"><span class=\"s2\">He has done an amazing job of finding and negotiating our store in St James&#8217;s and building the business with the key wholesale accounts in the UK and Europe. I&#8217;m very lucky that I have been able to join the company at a time where so much is happening and be able to be a part of it.\u00a0<\/span><\/p>\n<p class=\"p2\"><span class=\"s2\">Compared to the 300 employees we have in Japan, the UK is a tiny start up business. I feel privileged to work with a great international team in Japan and to be surrounded by a diverse and talented team in the UK.\u00a0<\/span><\/p>\n<div id=\"attachment_154611\" style=\"width: 1055px\" class=\"wp-caption alignnone\"><img aria-describedby=\"caption-attachment-154611\" decoding=\"async\" loading=\"lazy\" class=\"size-full wp-image-154611\" src=\"https:\/\/www.heddels.com\/wp-content\/uploads\/2020\/04\/in-con3.jpg\" alt=\"IN-CON~3\" width=\"1045\" height=\"699\" \/><p id=\"caption-attachment-154611\" class=\"wp-caption-text\">Snow Peak London was beautifully designed to not only showcase the brands product but also to demonstrate the essence of the Japanese retail experience in a calming, inspiring, and modern space (image via Hypebeast)<\/p><\/div>\n<p class=\"p2\"><strong><span class=\"s2\">H: How has the reception been in the UK (and Europe) to Snow Peak?<\/span><\/strong><\/p>\n<p class=\"p2\"><span class=\"s2\"><strong>ED:<\/strong> Absolutely incredible. Talking about the brand gets me really excited and as many of the retail staff who have experienced my staff training would probably agree, I talk far too much and get very carried away! I also spend a lot of my time at international tradeshows with buyers from all over the world and they recognize how unique the brand is. I&#8217;m really lucky that I am working with some of the best stores in the UK.<\/span><\/p>\n<p class=\"p2\"><span class=\"s2\">Although well known in the fashion industry to the camping community in the UK, we are still relatively new, and we are hoping to introduce the Japanese way of camping to the masses! We regularly run events in our store in St James&#8217;s Market. Once a month we hold a Snow Peak Day in store which consists of really interesting and hands-on workshops.\u00a0<\/span><\/p>\n<p class=\"p2\"><span class=\"s2\">Kenya is a natural at tent demonstrations and we host activities the whole family can get involved with. Last month our creative event was trying out Japanese Calligraphy and this month we are teaching people to make accessories out of paracord. If anyone is interested in joining us for any of these future workshops I recommend signing up to our newsletter to hear all about the events we are holding. <\/span><\/p>\n<p class=\"p2\"><span class=\"s2\">They are a really relaxing way to spend an afternoon and our store is really beautifully designed and doesn\u2019t feel like a traditional retail space.\u00a0\u00a0<\/span><\/p>\n<div id=\"attachment_154612\" style=\"width: 1055px\" class=\"wp-caption alignnone\"><img aria-describedby=\"caption-attachment-154612\" decoding=\"async\" loading=\"lazy\" class=\"size-full wp-image-154612\" src=\"https:\/\/www.heddels.com\/wp-content\/uploads\/2020\/04\/in-conversation-with-snow-peak-london-snow-peak-equipment-is-built-to-withstand-even-the-most-adverse-conditions-the-environment-has-to-offer-image-via-snow-peak.jpg\" alt=\"In-Conversation-With-Snow-Peak-London-Snow-Peak-equipment-is-built-to-withstand-even-the-most-adverse-conditions-the-environment-has-to-offer-(Image-via-Snow-Peak)\" width=\"1045\" height=\"699\" \/><p id=\"caption-attachment-154612\" class=\"wp-caption-text\">Snow Peak equipment is built to withstand even the most adverse conditions the environment has to offer (Image via Snow Peak)<\/p><\/div>\n<p class=\"p2\"><strong><span class=\"s2\">H: What\u2019s on the agenda for this year, anything exciting planned? (Both with the brand generally and in the UK)<\/span><\/strong><\/p>\n<p class=\"p2\"><span class=\"s2\"><strong>ED:<\/strong> \u00a0All our event plans are on hold at the moment due to Covid-19 but one we\u2019d love to organize &#8211; once we\u2019re back to some kind of \u2018new normal\u2019 &#8211; is a Snow Peak Way! Which is a Snow Peak hosted camping event. In Japan we hold over thirty a year. It is a chance for Snow Peak customers, enthusiasts and staff to come together to enjoy camping together. <\/span><\/p>\n<p class=\"p2\"><span class=\"s2\">Whichever job role you hold within Snow Peak, albeit a board member or retail staff, you attend these events. I was lucky enough to be flown over to Kochi to experience this first hand. There was a typhoon on its way to Kochi when we arrived but that is a whole other story&#8230;In short the rain that ensued was biblical but it gave me a first-hand experience of the superior performance of Snow Peak tents.<\/span><\/p>\n<p class=\"p2\"><span class=\"s2\">The fire pit is one of the most iconic Snow Peak products and the word for bonfire in Japanese is \u2018takibi\u2019. A key part of the Snow Peak Way is what we call \u2018Takibi Time\u2019, which is at dusk, and we sit &#8217;round a fire with customers and discuss their camping needs. <\/span><\/p>\n<p class=\"p2\"><span class=\"s2\">We listen to their suggestions to improvements they think we can make to our products. We then feed back to our R&amp;D team and hopefully a new product is started or an existing line improved. We really hope to host this event in the UK. Eventually we also hope to open a Snow Peak campsite. <\/span><\/p>\n<p class=\"p2\"><span class=\"s2\">Currently, Kenya and I are competing about which one of us should move to the countryside and manage the campsite! (Sadly I think that as Kenya is our camping expert\u2014he has the upper hand.)\u00a0<\/span><\/p>\n<p class=\"p2\"><span class=\"s2\">There are so many exciting projects planned, and I could talk for hours but one of my favorite products we are releasing this year is our second shoe in collaboration with <strong>New Balance<\/strong>. The first shoe was incredible and really comfortable and the second is a feat of footwear engineering. <\/span><\/p>\n<p class=\"p2\"><span class=\"s2\">It is a trainer that contains a camping slipper that can be a high top, or a low top. We\u2019re really excited about the launch and working with the New Balance team.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-154614\" src=\"https:\/\/www.heddels.com\/wp-content\/uploads\/2020\/04\/in-conversation-with-snow-peak-london-coffie.jpg\" alt=\"In-Conversation-With-Snow-Peak-London-coffie\" width=\"1045\" height=\"699\" \/><\/p>\n<p><em>Kenya Mitsui has worked with Snow Peak in Tokyo and London since 2018. With a passion for outdoor adventure and thirst for exploring the countryside, Kenya spent large amounts of time in the wilds of Japan and a substantial\u00a0 period in New Zealand.<\/em><\/p>\n<p><em>Incredibly familiar with relevant outdoors equipment, his role at Snow Peak London centres around fostering an outdoor community in this new market for Snow Peak. So with such a unique role and experience with the brand in Japan, we thought we&#8217;d run a few questions by him too.<\/em><\/p>\n<p class=\"p1\"><strong><span class=\"s1\">Heddels (H): Tell us about your work with the brand in Japan and the UK?<\/span><\/strong><\/p>\n<p class=\"p1\"><span class=\"s1\"><strong>Kenya Mitsui (KM)<\/strong>: I feel that my work with Snow Peak is to create communities and environments to go camping, as one of the solutions to take back your happiness from a stressful urban life. I started working with Snow Peak in 2018 at one of our stores in Tokyo as a Sales Associate and I enjoyed talking with customers (perhaps I should rephrase as \u2018camping comrades\u2019) about our favorite campsites or gear. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">I was fortunate that I had so much time to test our products during camping trips in Japan and was able to enjoy camping with family or friends. It feels very safe and reliable to use the highest quality gear in the outdoor environment, which is a real requirement when you want to have a fun time with your camping group! <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">I\u2019m happy to see people discovering nature\u2019s potential, for me the moment of being relaxed in nature and retrieving some sensitivity makes my day. Creating these moments for others is the job that I\u2019ve been doing in Japan and what I\u2019ll continue to do here in the UK.<\/span><\/p>\n<p class=\"p1\"><strong><span class=\"s1\">H: What is the appeal of Snow Peak for you?<\/span><\/strong><\/p>\n<p class=\"p1\"><span class=\"s1\"><strong>KM<\/strong>: As a company we have a mission of &#8220;restoring humanity&#8221; which is directly translated from Japanese. This is expressed through everything we do and reflected by the Snow Peak Way. It is an opportunity to create more connections to the outdoors and foster relationships with our customers.<\/span><\/p>\n<p class=\"p1\"><strong><span class=\"s1\">H: Are there any differences in the Snow Peak customer in Japan and the UK?<\/span><\/strong><\/p>\n<p class=\"p1\"><span class=\"s1\"><strong>KM<\/strong>: It is remarkably different in the UK and Japan; we have more customers looking for clothing in the UK, whereas in Japan it&#8217;s quite the opposite where we have more customers for camping equipment. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Part of the reason is that \u2018Auto Camping\u2019 or \u2018Car Camping\u2019 is very popular in Japan but not so much in the UK, and as we are the first pioneers of this activity in Japan we\u2019ve come to be known very much as an outdoor equipment company (that also has outdoor apparel). But we\u2019ll be proactively creating more access and ways to engage the with the outdoors, so it doesn\u2019t really matter whether that is through apparel or camping equipment. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">All our products are developed by outdoor enthusiasts at Snow Peak, intended for peaceful time in nature and even sometimes indoors too.<\/span><\/p>\n<div id=\"attachment_154616\" style=\"width: 1055px\" class=\"wp-caption alignnone\"><img aria-describedby=\"caption-attachment-154616\" decoding=\"async\" loading=\"lazy\" class=\"size-full wp-image-154616\" src=\"https:\/\/www.heddels.com\/wp-content\/uploads\/2020\/04\/in40e41-1.jpg\" alt=\"IN40E4~1\" width=\"1045\" height=\"699\" \/><p id=\"caption-attachment-154616\" class=\"wp-caption-text\">The Takibi Vest is designed to be a functional and practical garment which provides ample storage for key items as well as allow the user free hands to interact with the campfire environment (image via Snow Peak)<\/p><\/div>\n<p class=\"p1\"><strong><span class=\"s1\">H: What are your favorite Snow Peak items and why?<\/span><\/strong><\/p>\n<p class=\"p1\"><span class=\"s1\"><strong>KM<\/strong>: It would be the Pack and Carry Fire Pit&#8230;or tents, Ofuton sleeping bags, or outdoor furniture. There are many! But one great aspect of the Pack and Carry Fire Pit is that you can sit around the fire with people and enjoying moments in nature. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">I love the back story and R&amp;D for this product from 1996, which was to make influence the establishment of a campsite rule which prohibited direct fire to the ground, which nowadays is very common. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Needless to say it\u2019s very durable and versatile for use as a BBQ too, I like how it has a simple pillar of fire thanks to the inverted triangular shape which makes for a beautiful site when camping. The Takibi Vest made from fire resistance fabric is my favorite clothing to wear outdoors, especially for Takibi Time. It\u2019s very convenient with several pockets in the front and a big back pocket to let you have free hands in the outdoors. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>We recently took the time to profile Japanese outdoors brand Snow Peak. Originating in 1958, the brand have become known&#8230;<\/p>\n","protected":false},"author":129,"featured_media":154615,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[651,1120],"tags":[866,1486,5783,3509,1303],"acf":{"published_feed_date":"2020-05-18 00:01:27"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.8 (Yoast SEO v21.8) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>In Conversation With Emily Dillon and Kenya Mitsui of Snow Peak London<\/title>\n<meta name=\"description\" content=\"We chat with the leaders of the recent expansion of Japanese outdoors brand Snow Peak and their foray into the London retail scene.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.heddels.com\/2020\/05\/in-conversation-with-snow-peak-london\/\" \/>\n<meta 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