12 Japanese Local Yama‑Style Brands: Unique, Professional

Why are more and more young people embracing yama-style clothing?

The “mountain series” is increasingly favored by young people.

Loose, even exaggerated, cuts, numerous pockets, accessories, and layered outfits create a look that can be worn anywhere in the city or outdoors.

Yama-style clothing originated in Japan. Many major European and American outdoor brands (The North Face Purple Label, Wildthings, etc.) have dedicated Japanese branches , as do sports brands (Nike, Adidas Y-3, Champion, etc.) and fashion brands (Burberry Black Label, Levi’s, etc.). These Japanese branches are designed and sold by local designers, and some are priced higher than the main line and are highly sought after.

Together with some Japanese domestic casual outdoor brands, such as White Mountaineering and Wander, they form a brand matrix, which is different from the mountain and wilderness temperament of European and American urban functional clothing and is collectively referred to as ” mountain-style clothing”.

Firstly, clothing is worn in a specific environment. Japan has a long and narrow topography, is surrounded by the sea, and the entire country is in the mountains. Almost all the foothills are covered by forests, and travel is easy, which has fostered the locals’ habit of hiking and camping. In contrast, in earlier years, major European and American outdoor brands designed their products for strong Westerners.

Compared to Europeans and Americans, Asians tend to have shorter legs, longer torsos, and flatter chests and hips. Therefore, Japanese designers have modified the designs of those big brands, not by hiding these “flaws,” but by naturally incorporating these body characteristics: adopting loose-fitting styles and retro fabrics. As a result, many of these mountain-style garments look like they have short arms and legs, and even appear somewhat unkempt.

But instead, it gave off a sense of confidence, which contrasted sharply with the Korean-style British tailoring that deliberately tried to fit the body shape of Europeans and Americans.

10 Japanese Yama‑Style Brands

Let’s take a look at some niche, unique, and professional Japanese mountain-style brands , besides the various sub-brands of major brands that have localized their designs.

1. and wander

and wander was co-founded in 2011 by Keita Ikeuchi and Mihoko Mori. The brand’s design philosophy is deeply influenced by the two founders’ love of nature and enjoyment of outdoor life. They aim to combine mountain-style outdoor clothing with urban fashion to create apparel that is both suitable for outdoor activities and stylish.

and wander’s design philosophy combines functionality with aesthetic appeal, with a particular focus on fabric research and development. The brand pursues simple and practical designs while incorporating trendy elements. Its designs demonstrate a profound understanding of mountain-style outdoor fashion aesthetics in their details, setting it apart from mainstream outdoor brands.

Compared to other outdoor brands, and wander focuses more on the research and development of fabrics. For example, they use a lot of wool materials to splice with functional fabrics, taking functionality to the extreme and striking a good balance between outdoor functionality and street fashion.

2. White mountaineering

White Mountaineering was founded in 2006 by Yosuke Aizawa. Aizawa gained extensive experience while working as an assistant to Junya Watanabe at Comme des Garçons, which ultimately led him to decide to establish White Mountaineering independently.

The renowned “White Mountaineering” was already a major player in the Japanese outdoor fashion industry before its collaboration with Uniqlo. Backed by Rei Kawakubo and founded by Yosuke Aizawa in 2006, White Mountaineering’s fascination with the aesthetics and visual elements of cold climates has created some of the most interesting clothing designs in the Japanese fashion world in recent years.

Its design style is outdoor-themed, but unlike traditional outdoor brands, it places greater emphasis on pattern and color coordination. The brand perfectly combines design, practicality, and technological elements, manufacturing products with an attitude that refuses to succumb to the market, cleverly blending street fashion with high-fashion brands to convey the essence of versatile outdoor style.

White Mountaineering became widely known in the country, likely due to its collaboration with Adidas.

3. nanamica

Nanmica was founded by Eiichi Honma, a partner at The North Face Purple Label. He uses the ocean and the earth as design elements, employing a lot of navy blue and earth tones to reflect the characteristics of the clothing and to experience the urban feel. It also avoids excessive pockets, belts, and elastic buttons, using the fabric to represent its functionality.

It’s worth mentioning that Eiichiro Honma was once in charge of The North Face Purple Label! Yes, that’s the Purple Label from The North Face!

In Japanese, nanamica means “seven seas.” It expresses our commitment to trading around the world and seeking out the finest products. This demonstrates the owner’s emphasis on product quality!

4. Nanga

The outdoors isn’t just about springtime; it can also be snowy, making winter warmth crucial. A stylish down jacket is surprisingly hard to find, but there’s one brand that can satisfy even the most discerning customer: NANGA, a Japanese brand founded in 1974. It has evolved into a top-tier brand offering a full range of down products, including sleeping bags, down jackets, and down pants.

5. Wild Things

Military and outdoor gear go hand in hand. Wild Things , founded in the US in 1981, was initially known for producing professional apparel for US special forces and polar explorers. After entering the Japanese market, it also became a brand with a strong mountain-style aesthetic. Suitable for both work and leisure, it’s perfect for weekdays and allows you to head straight to your outdoor gear on Fridays without having to change.

6. Alk Phenix

Alk Phenix, a Japanese-exclusive line from the well-known outdoor brand Phenix, is designed by Daisuke Ueide. Alk means walking in Japanese, and like functional clothing for walking, Alk Phenix’s greatest strength lies in the storage capacity of its clothing. Just like the eight characters launched by the brand, Alk Phenix’s different clothing meet various functional requirements.

7. Go slow caravan

Go slow caravan is considered a relatively old standard representative of the mountain style, founded in 1965. It features fun designs, light and lively color schemes, and mainly uses natural and environmentally friendly cotton and linen fabrics, conveying a free and easy lifestyle.

8. MANASTASH

The outdoor brand MANASTASH, founded in Seattle in 1994, has been relaunched in Japan, but it is currently operated by UENO SHOKAI, a Japanese company, and is now considered a Japanese brand. MANASTASH promotes environmental protection, favors the use of hemp and wool products, and targets areas including outdoor activities, skiing, cycling, and rafting, and has now become more lifestyle-oriented.

9. meanswhile

This brand, which stumbled into the outdoor functional clothing market, was founded on the concept that clothing is not just clothing, but also a tool for everyday wear that will not go out of style over time. It does not deliberately pursue style or route, but naturally becomes part of outdoor skills. However, now it is starting to want to break out of its circle and enter the fashion industry.

10. COMFY

Another brand revitalized by the Japanese. Originally an American brand that made outdoor gear, it was gradually declining when it was brought back to Japan by Makoto Okuya. It has become a Japanese-style outdoor brand that takes a lifestyle approach, suitable for both commuting and camping. If you want to choose hardcore, you can also consider its high-end COEXIST line.

11. Yamatomichi

The brand was founded in 2011 by Akira Natsume and Yumiko Natsume, a couple who started the business together because of their love for mountaineering!

Besides its focus on functionality, Yamatomichi’s products also boast a minimalist and stylish aesthetic, making them another attractive feature of the brand. Each item draws inspiration from the founders’ daily mountaineering experiences, combining practicality with high performance.

This brand insists on production in Akita Prefecture, Japan, and all products are handmade. The limited supply often leads to popular sizes being out of stock, which has made it a highly sought-after brand among outdoor enthusiasts!

The overall layout of the Kyoto store of Mountain Road is presented in a natural and mountain style . Because the founders love mountaineering, the entire store is designed around the preferences of outdoor mountaineering enthusiasts, creating a warehouse-style space for people to explore. On the other hand, they also hope to promote their favorite concept of “lightweight hiking” through the display, allowing consumers to experience the concept of lightweight outdoor hiking in a more intuitive way.

12. F /CE

Founded in Japan in 2010, F/CE initially operated under the brand name “Ficouture,” a combination of “Fiction” and “Haute Couture.” It is a rapidly rising urban outdoor brand in Japan, focusing on high-end, functional mountain-style apparel.

It’s worth mentioning that the brand’s founder, Toshifumi Yamane, is the bassist for the very famous Japanese math rock band “TOE,” and his design inspiration often comes from his travel experiences. Each product is meticulously crafted after he personally tried it on, wore it, and used it in various environments!

So, which one do you like?