Few companies thrive for more than 60 years, and even fewer are led by three generations of the same family. Snow Peak creates legacy-grade gear and apparel, prioritizing minimalist and elegant design details so as not to distract from the natural beauty of the outdoors. Snow Peak stainless steel, cast iron and titanium products are made utilizing a historic craftsmanship process that has been passed down over generations in Niigata, Japan. Snow Peak’s rich family heritage keeps them connected to their origins and inspires innovation. Through more than six decades, Snow Peak has remained centered on the healing power of nature and the rejuvenation it offers. In 1958, Snow Peak was founded by Yukio Yamai in the Niigata Prefecture of Japan. After returning to his hometown after World War II, Yukio found solace in climbing Mt. Tanigawa, known for its treacherous and rugged terrain. He repeatedly challenged himself on its mountainside and was rejuvenated by the pure experience under the open sky. Yamai was dissatisfied with the climbing gear available. So, he founded a climbing equipment company that would become Snow Peak, creating his own line of mountaineering products leveraging the skilled metal craftsman in his hometown of Tsubame-Sanjo. To this day, the dramatic landscape of Niigata inspires Snow Peak products and serves as home to Snow Peak’s Global Headquarters.
Over the next few decades, Snow Peak continued its successful evolution, and Yukio’s family grew as well. His son, Tohru Yamai, completed his degree and began working for a large financial company in Tokyo. But, as he commuted to his office day in and day out, he began to feel trapped within the confines of modern monotonies. He decided to leave his job and return to Niigata, where he worked for his father at Snow Peak and was also able to spend more time in nature, fishing and camping. Tohru studied in the United States during college and spent a summer road-tripping and camping around the West. His experiences inspired him to lead Snow Peak’s evolution into a car camping brand. In 1980, Tohru succeeded his father as Snow Peak CEO. He continued to expand Snow Peak’s product offerings, developing the first Amenity Dome tent design, the Multi Kitchen Stand (a precursor to the Iron Grill Table), and the iconic Takibi Fire & Grill. In 2014, Tohru’s daughter Lisa joined Snow Peak. Like her father, Lisa also worked in Tokyo, and she found herself regularly commuting back to Niigata to spend the weekend camping. As a result, she was inspired to start an apparel line that merged her passions for the outdoors and fashion. Lisa brought her vision to life by launching Snow Peak apparel, designing technical garments that allow the wearer to easily move between urban and natural environments.