Embracing the Outdoors: Snow Peak

From Mt. Tanigawa to Global Icon
In 1958, after the trials of WWII, Japanese mountaineer Yukio Yamai returned to Mt. Tanigawa in Niigata Prefecture and felt a spiritual call to share his experience.  Unhappy with existing climbing gear, he partnered with local metal artisans in Tsubame‑Sanjo—an area famous for its craft—to forge his own pitons, crampons, and climbing tools using titanium and stainless steel.  What began as Yamai Shoten, later Yamako, officially became Snow Peak in 1963, its name inspired by Tangigawa’s snowy summit. 

A New Chapter: Car‑Camping Era
In 1980, Yukio’s son Tohru Yamai took the reins and infused his international spirit—shaped by summers camping in the Western US—into the brand. Tohru introduced user-friendly designs like the Amenity Dome tent, Multi Kitchen Stand, and Takibi Fire & Grill, transforming Snow Peak into a pioneer of "car camping" in Japan.

Snow Peak Way: A Community Revolution
When sales declined in the mid‑90s, a young employee proposed gathering customers to reconnect with their needs. This birthed Snow Peak Way in 1998—a communal camping event emphasising “takibi time”—conversations around campfires.  Tohru realised the brand's true purpose is customer joy, prompting a pivot to a direct‑to‑consumer model. 

A Global Presence
Snow Peak USA launched in 1999 from a garage in Gresham, Oregon, later opening flagship stores in Portland and New York City.  The Oregon space embodies their ethos—timber interiors, fire pit gatherings, outdoor kitchens, and a Takibi restaurant—offering immersive experiences.

Looking Ahead: 65 Years and Counting
In 2023, Snow Peak marked its 65th year, highlighted by capsule releases and reinvigorated global loyalty initiatives.  Beyond gear, it's a philosophy: healing humanity through nature, rooted in trusted connections and sustainable innovation 

Shop the latest collection from Snow Peak