TETON BROS. will be revamping its brand logo starting with the 2025-2026 season. The announcement was made on their official website and social media at noon on September 1, 2025, along with the release of a video about the rebranding and a new booklet, "Low Pressure Magazine."
The thoughts behind the new logo: Moving 17 years of progress to the next phase
TETON BROS., a brand that has sincerely engaged with the field and pursued overwhelming functional beauty, innovation, and practicality based on exceptional craftsmanship, created the
"Tsurugi Jacket," an iconic model of the brand. In 2013, it became the first Japanese brand to win the "POLARTEC APEX Awards," a global award given by Polartec, a USA company famous for its fleece material. Since then, the name of TETON BROS. and its superior quality products have resonated throughout the world.
TETON BROS. began 17 years ago in a room in the founder's home. What started as a small brand with a single jacket bearing a mountain lion logo has now grown into a trusted outdoor brand in fields around the world. Behind this growth lies the accumulation of thorough field experience, based on the concepts of "FUNCTIONAL BEAUTY," "INNOVATION," "PRACTICAL," "FAVORITE," and "4 SEASONS" that the brand has upheld since its inception. Together with material manufacturers, sewing factories, and fellow riders, the brand has continued to evolve through repeated challenges
Replacing the mountain lion logo that has been a beloved symbol of the brand, the newly unveiled logo features designs inspired by "the cycle of nature," "tracks etched in snow," and "the flow of rivers and waves." The following thoughts are behind this design.
TEXTILE WEAVING –
A symbol of craftsmanship where tradition and innovation in thread are interwoven, warp and weft threads intersect, and the past, present, and future intersect. It expresses respect and craftsmanship for material developers, sewing factories, makers, and colleagues.
ENDLESS – This
symbolizes an endless approach to manufacturing, involving repeated loop testing and continuous improvement, as well as the changing seasons and the cycles of nature. It represents a "cycle" of development, based on inspiration from nature, followed by real-world experience and verification.
LINES –
Lines drawn on snow and waves. Curves of various sizes and shapes stimulate creativity and become an inexhaustible source of joy. They express the intention to leave one's own mark, using snow-capped mountains and the swell of waves as a canvas.
BRUSH –
Drawing inspiration from the history and culture of the brush itself, it expresses the artistry symbolized by calligraphy and seals.
Indeed, looking at the logo again, it seems to vividly convey the philosophy and dynamism of TETON BROS
Founder and CEO Noriyuki Suzuki commented,
"The people, materials, and products that have been woven together under the Mountain Lion logo are our pride. Armed with Japan's proud craftsmanship, world-class material development capabilities, and manufacturing based on field testing, we will move forward into the next 10 years
.
Original magazine "low pressure magazine" launched
To coincide with this rebranding, a brand book, "low pressure magazine," has been launched. Distribution began on September 1st, coinciding with the launch of the new logo, at TETON BROS. retailers.
The title is "low pressure magazine." It is deeply connected to the brand's philosophy of developing outdoor gear, such as apparel, by pursuing the atmospheric pressure phenomenon known as "low pressure," which brings the best waves in summer and the finest powder in winter.
The first half of the inaugural issue covers the thoughts behind the new logo, the history of the brand before and after its founding, and the story of how the TSURUGI JACKET was developed, which is celebrating its 15th anniversary this year, all the way up to the present day. The second half of the booklet is a catalog listing the full lineup of 2025-2026 Fall/Winter products. It's a must-have book, both to read and to look at, perfect for checking out the new 2025-2026 season models with the new logo, and also as a souvenir!
A short movie depicting the world of TETON BROS. has also been released
A short film featuring the brand ambassadors' riding was also released simultaneously. Filmed last winter in Hokkaido and Hinoemata Village in Fukushima Prefecture, filmmaker
Masaki Sekiguchi of ebis films weaves together the riders' riding as "expressive artists" in harmony with nature into exhilarating footage, beautifully depicting the world of TETON BROS. This is also a must-see.
"This logo change and rebranding is not just a design refresh, but a symbol of our determination to move into the next phase. Our approach of being close to users who love the outdoors, learning from nature, and combining that with craftsmanship will remain unchanged," the company said, accompanying this milestone as TETON BROS. transforms for the next 10 years and into the future
With the new logo, the company is about to embark on a challenge to bring users "the joy of living with the mountains through gear called clothing."
Information
Teton Bros.
Official Website:https://www.teton-bros.com/
Official Social Media:Facebook|Instagram