I love snowboarding more than anything, so I want to enjoy it to the fullest.
This desire brings me inspiration, and new things and value are born. LADE is a handmade beanie shop that was started by a Japanese snowboarder in a basement in North Vancouver, Canada in 2002.
Because the beanie will fly away！
Back in 2000, 26-year-old Yoshifumi Aida traveled to Vancouver on a working holiday, wanting to snowboard on a bigger scale. He went to the ski resort of North Vancouver and then headed north to Whistler, where he became completely immersed in snowboarding
"At that time, I was skating so hard every day that when I fell, my beanie would fly off along with my goggles. The goggles would die and I'd be unable to see, which would cause me to fall again, creating a vicious cycle...I'd be like, 'Oh no, I'm in bad shape!' (laughs)
I hated it when my beanie blew away, got covered in snow, and quickly froze solid. Even with commercially available beanies, the size never quite fit properly, and they would fly off easily.
The ones sold off the shelf are one size fits all, and are made with a wide stretch width to fit everyone's head, so they stretch out quickly. Durability was a particular problem. Machine-knitted beanies get damaged quickly when covered in snow and become unusable. I also didn't have much money, so I thought I'd make one myself."
"LADE" - completely tailor-made. There are easily tens of thousands of combinations of shapes, colors, materials, and parts. The origins of this diversity in beanies stem from this simple reason:
"I want a comfortable beanie that won't blow away no matter what the situation."
This pure desire quickly transformed Aida into an excellent handmade craftsman.
"At the time, my roommate in North Vancouver happened to be able to knit, so she taught me from scratch. I've always been quite handy, so I quickly picked it up and was able to incorporate colours and patterns, and gradually I started making more original pieces
At the time, I was working at Sushi Village, a famous restaurant in Whistler, and the staff there started ordering it, saying, "That's great, make it for me too."
Sushi Village was an incredibly popular restaurant, so the waiters and waitresses were stars and highly respected by the locals
With people like that happy to wear them, the brand's status rose and word spread by word. Eventually, the Whistler shop "Evolution" started carrying the brand
In Japan, brand name and recognition are important, but Canadians are quick to spend money on things they think are good. I think it's the difference in culture and values. I think that's what's allowed LADE to continue this far. If we hadn't started in Canada, we might not have been able to continue this far."
The recognition and trust that LADE has earned from Canadian users who can discern the real deal has given Aida confidence and a sense of accomplishment that he can nurture LADE in Canada
LADE STORE Nasu Highlands
5728-7 Takakuko, Nasu-machi, Nasu-gun, Tochigi Prefecture, 325-0304
TEL: 0287-74-5102
In 2005, he left Whistler after four seasons and returned to Japan, setting up a workshop and shop in Nasu, Tochigi Prefecture. There were many cool shops in Canada, so he had the idea of importing and selling interesting Canadian products
Commitment to quality
"Gear such as skis, bindings, boots, clothing, goggles, and gloves evolve every year, and new products equipped with various technologies are constantly appearing, but it felt like beanies were being left behind. If no one was making beanies as serious gear, then LADE was the place to do it."
As Aida says, each and every LADE beanie is a "serious piece of gear" that is knitted by hand with love
"Rather than making beanies, I feel like I'm making mountain gear. That's why I don't compromise on durability or on performance in the mountains. I'm often told that the designs are stylish and have great taste, but the truth is that it wasn't the design that started it all; I focused on functionality and that's how it turned out
For example, the back of the ear flaps have a boa material to keep your cheeks (or face) warm. Goggles have become wider every year, so if you make the ear flaps wider so that the goggles don't rest on the ear flaps, more of your cheeks and face are exposed, which can make you feel cold
After thinking about how to keep the goggles warm and cover the cheeks with ear flaps without them floating, we came up with a design specification called a "goggle adapter" using leather. This allows you to maintain your field of vision without compromising the potential of the goggles while still keeping you warm."
The LADE team riders are the ones who strongly support Aida's new ideas and challenges. They come from different backgrounds, climb mountains in various mountain ranges, and thoroughly use the LADE Beanie in their own style. Their feedback and passion are invaluable to LADE
Bring out the individuality of the skater through the beanie
The LADE beanie has a unique look. It combines colorful, tightly knitted, finely hand-knitted fabric with leather ear flaps reminiscent of the aviator caps worn by pilots and motorcyclists. This style is the brand's mainstay, and many people will find the silhouette and texture of wool and leather to evoke an indescribable warmth and nostalgia
"What are LADE's priorities? Functionality, quality, and overwhelmingly, the fact that we make products to order for each and every user. All beanies are made by hand, tailored to the user's size, and you can freely choose the model, pattern, color, and material. Back then, I was doing all the knitting and sewing processes by myself, but now I have a team of about 10 craftsmen who have grown to make them. However, I still do all the finishing sewing myself
More than 20 years have passed since we started LADE in Whistler in 2002, but our style of painstakingly handcrafting one-of-a-kind items remains unchanged to this day
A beanie tailor-made just for you.
From over tens of thousands of possibilities, you can choose the one that suits your imagination and taste. There is nothing more comfortable and addictive than this.
"I started making these beanies because I really love snowboarding. I think about how to create things, such as custom orders and tailor-made products, and how the user experiences snowboarding. What kind of mountains and slopes do they see in their field of vision, what kind of snow is falling there, how they ski, what they're thinking at the time...each person's riding changes depending on all of these things. I think it would be fun if I could bring out a person's style, personality, and individuality through their beanie, along with their riding."
Create your own unique piece
Let's take a look at how LADE's custom orders work
First of all, there are currently three base styles. From these, there are four knitting patterns to match. There are also options for adapters to fit goggles, and the designs are being developed in even more detail.
Furthermore, all parts, such as the 38 knit colors, the material behind the ear flaps, the type of leather strap, and the color of the buckle, can be selected, allowing you to combine them as you like.
LADE maker on LADE's official website allows you to see all the options visually and customize your beanie right before your eyes. It's safe, reliable, and very convenient, as you can order the beanie you designed on the simulator screen as it is. The variety of combinations is overwhelming, but the system makes it easy to intuitively create your design, so be sure to take a look.
Here we will introduce the three main types and briefly introduce the materials used
■Main types
Earflap Hog
is LADE's flagship model that can be worn from early winter to spring. By opening and closing the straps and using a balaclava, it can be worn all year round, from the coldest winter to the snowy mountains in spring.
Fireman-
style design with a brim, but also functionally protects the goggle ventilation from snowfall, making it ideal for riding in extremely cold regions. It is a perfect match for Hokkaido, northern Tohoku, and inland areas.
Cuff is
an all-purpose quality model that can be used for everything from town use to mountain access, hiking, freestyle riding, spring and summer, snowboarding, and snow shoveling.
■Carefully selected material ratio
LADE uses domestically produced wool with a carefully selected material ratio. After repeated snow tests, we determined that a 30% wool/70% acrylic ratio is the best for riding in a wide range of snow conditions and temperatures
While a higher proportion of wool makes a garment warmer and softer, it also has the disadvantage of being less durable and more likely to absorb moisture.
Acrylic, which is highly durable and less likely to absorb water, compensates for this drawback. LADE primarily uses washable, domestically produced yarn that does not transfer or fade, so you can wash it at home without worry.
■Natural leather that functions even in the harshest winters on snowy mountains
Pig leather is used as a natural leather that is easy to carry in snowy mountains and backcountry skiing during the harsh winter, and is flexible and comfortable to wear even in low temperatures. Pig leather is made water-resistant by oiling it, and its appeal lies in its durability, which allows it to remain soft even in snowy mountains, and its long-lasting functionality
The name "HOG" of LADE's leather earflap type not only means pig but also "greedy person," and it also implies that it is a beanie for those who are hungry for powder rides and good snow
■Mesh lining inside
Some people find wool to be itchy when it comes into direct contact with the skin. For a comfortable fit, the beanie is lined with a mesh material. It uses a high-tech fabric that absorbs sweat, dries quickly, and evaporates it, keeping it from absorbing back into the skin
In addition to mesh material, you can also choose from 100% wool compressed knit fabric and fleece fabric
■You can also enjoy coordinating it with HIMARAK LADE gloves
LADE has collaborated with the unique Japanese brand HIMARAK to develop the HIMARAKE LADE gloves. The same leather as the gloves is used for the beanie ear flaps, allowing you to enjoy coordinating them as shown in the photo. The gloves are designed by Aida himself.
"We have three designs, including mittens and five-finger gloves, that are the perfect thickness and functionality for use in Tohoku. They're not too thick, have great operability, and are warm, making them an excellent product."
Not only do they coordinate their products, but they also pursue functionality that takes into account the locality. This is another unique feature of LADE
How long will it take and how do I order?
It's fun to choose something that's all one-of-a-kind and handmade, but it does take time to make. It takes 3-4 months from the time you order until delivery. If you want to use it for the 2024-2025 season, orders are generally accepted until the end of August. If you want it, you'll have to hurry!
Ordering can be completed online at LADEmaker, or of course at a dealer that stocks LADE. Aida himself also travels around the country to hold measurement sessions
Every year from spring to summer, Aida travels in his LADE camper van from Hokkaido in the north to Aichi Prefecture in the south for a fitting session called the "LADE BEANIE CUSTOM FITTING TOUR." The camper van itself becomes a mobile store, with a wide variety of samples on offer. Customers can see and touch the actual items with their own eyes, check the texture, and even try them on to check how comfortable they are
Aida will personally listen to each customer's preferences for skiing, weather, and style, and will work with them to come up with customization ideas, which sounds like a lot of fun. This is
perfect for those who want to customize their skis in greater detail, or who want to talk to Aida to find the perfect beanie for them.
By the way, the following measurement sessions are still available
| schedule | venue | remarks |
| Sunday, July 27, 2024 13:00-20:00 | PASTiME BOARDSHOP - Hachioji, Tokyo | *Reservations required (30 minutes per person, reservations accepted at the store) |
| Sunday, July 28, 2024 12:00-20:00 | Shift - Funabashi, Chiba Prefecture | *Reservations required (30 minutes per person, reservations accepted at the store) |
| Sunday, August 4, 2024 12:00-19:30 | Removal Outdoor Equipment- Akita Akita Prefecture | *Reservations required (30 minutes per person, reservations accepted at the store) |
| Friday, August 16, 2024 14:00 - 21:00 | stone-d Eccentric Glasses Exhibition - Sabae, Fukui Prefecture | *Reservations required (30 minutes per person, reservations accepted at the store) |
| Saturday, August 17, 2024 12:00 - | LOVE NATURE Yatsusugi Camp 2024 Echizen City Yatsusugi Forest Learning Center - Fukui Prefecture | |
| Sunday, August 18, 2024 14:00 - 20:00 | ZERO Kurodama Shoten - Toyama Prefecture | *Reservations required (30 minutes per person, reservations accepted at the store) |
| Saturday, August 24th and Sunday, August 25th, 2024 12:00-19:30 | SPRAY - Asahikawa, Hokkaido | Days Measurement Event at Ski Resort Advance Ticket Sales Event *Reservation required (30 minutes per person, reservations accepted at the store) |
| Scheduled to be exhibited in late August 2024 | NISEKO HIRAFU GREEN PARK - Niseko, Hokkaido | |
| Saturday, August 31, 2024 14:00 - 21:00 | FULLMARKS Tomamu Store - Tomamu, Hokkaido | *Reservations required (30 minutes per person, reservations accepted at the store) |
| Sunday, September 1, 2024 13:00-20:00 | Trial Teine - Sapporo Teine, Hokkaido | *Reservations required (30 minutes per person, reservations accepted at the store) |
| Sunday, September 8, 2024 12:00-20:00 | FreeStyle BoardShop - Nagaoka, Niigata Prefecture | *Reservations required (30 minutes per person, reservations accepted at the store) |
Now and Beyond
LADE MOUNTAIN HUT
LADE STORE Hanagasa Kogen / LADE SNOW Workshop
2F, 1300-53 Tsuruko, Obanazawa City, Yamagata Prefecture, 999-4443
(Hanagasa Kogen Ski Resort slope side)
TEL: 0237-53-9800
LADE is currently based in Obanazawa City, Yamagata Prefecture. Due to the effects of global warming and the Great East Japan Earthquake, the studio and shop in Nasu, where they used to live, are now experiencing less snowfall, leading them to seek a place to live and work in snowier conditions
For Aida, "snowboarding is the most important thing," even now. His passion for snowboarding has not changed at all since he was engrossed in Whistler more than 20 years ago, his beanie flying off the ground.
In search of the ideal place where he could live with his family while also snowboarding, he arrived at Hanagasa Kogen in Obanazawa City, a somewhat remote rural town in Yamagata Prefecture.
Hanagasa Kogen Ski Resort is located right in front of the workshop and shop. It's a very local ski resort with only one lift, but it gets a steady snowfall.
You can enjoy tree runs, and since the resort is always empty, you can ski in the powder as much as you like. They also offer night skiing every night, which is great for kids to play in the snow. Aida has five children, ranging from high school students to two-year-olds, and his eldest daughter is a competitive freeride rider.
"Hanagasa Highlands is doing great! It's such a great place that I want to keep it a secret, but even if I tell everyone to come, they probably won't come (laughs).
Even now, I'm skiing a lot, just as much as the kids. In order to improve things, spending time on the snow is overwhelmingly important. From the little things I experience every day on the snowy mountains to big ideas, I take them to the sewing machine and turn them into beanies while they're still fresh in my mind.
At first, I think I only got inspiration from skating. But when I was fiddling with the sewing machine, sewing the ears and attaching the straps, I started thinking, "If I did this here, it would be more comfortable to wear." Now I've gotten to the point where I can incorporate that into my products from both the perspectives of a skater and a maker. That's really great
Recently, when snow gets on the ventilation at the top of the goggles, it causes them to fog up, so I've been thinking about a good way to prevent this with a beanie. How can I stop worrying about my head and focus on skiing? It's a matter of practicing on the field and repeating trial and error, but there's meaning in continuing to do this sincerely, and that's what makes the LADE beanie so special."
They make it, wear it in the mountains, and make it again. This is how LADE evolves and becomes more refined.
And Aida is evolving along with LADE.
"Since moving to Obanazawa, I've started thinking not only about my work at LADE and my family, but also about things like 'passing the baton to the next generation.'
When I watch the local kids, I get the idea. If they love snowboarding and are passionate about it, they should pursue it with all their might. I want to help them create a path that will bring them happiness down the line.
Their passion and mountain experiences will be a valuable asset and tool if they grow up and work at LADE. If LADE grows, it will be able to employ many more creators. If this ski resort and the local industry continue to thrive, it will likely remain a place that the next generation can enjoy. I began to think about doing what I can for the future.
"LADE wants to continue to exist as a brand that can create original beanies that people who are looking for the most fun way to play that suits their own individuality and lifestyle can wear, that they can feel a deep attachment to and that they can use for a long time, and as a brand that can support the happiness of children."
the person who taught me
Yoshifumi Aida,
Founder of LADE CLOTHING LTD .
He realized that snowboarding and snowy mountains are what he loves most, and is still searching for the best environment while devoting himself to them. He hasn't been doing LADE or skiing for a long time, he just hasn't quit, but I feel that there is a Japanese aesthetic in not quitting. (Handwritten)
LADE CLOTHING LTD.
Official website: https://lade.clothing/ | https://ladestore.com/
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