What is "WAKAYAMA"?
Did you know that there are ski gloves bearing the name "WAKAYAMA"? Are they a signature model of a famous rider? The answer is no. And it seems that the people of Wakayama Prefecture think they are "gloves made in Wakayama." This is also completely wrong. That's because these gloves are made in Sweden, in a small village called Hestra, deep in the forests of Sweden in Northern Europe.
The gloves made in Hestra are the famous "HESTRA" brand. With their functional and unique styles, such as thin leather gloves and three-finger gloves, they are very popular in the snow industry with riders and photographers.
Long time ago, deep in the forests of Sweden..
The roots of Hestra gloves date back to 1936, when the company began providing durable work gloves for people working in the forests of Sweden, where forestry was thriving at the time
Around this time, skiing was becoming a popular new sport, and Hestra's founder, Martin, had an idea: wouldn't skiers need durable leather gloves? Hestra also wanted his young son to be able to fully enjoy playing in the snow, so he decided to create ski gloves.
Over the next 80 years, Hestra has expanded from Northern Europe to other European countries, North America, and Japan, and is now available in 19 countries around the world. Hestra has earned a solid reputation for its high-quality gloves.
The world-famous "WAKAYAMA" glove
Hestra's "WAKAYAMA" gloves are currently selling like hotcakes worldwide. They are snow gloves, of course, but take a look at this.
"WAKAYAMA" (top left) has been selected by "GEAR PATROL," a New York-based daily lifestyle magazine renowned for its discerning eye for the best products from around the world in all genres. They have a strong presence, just like a fashionable item on the street.
Its popularity was also proven when it was named "The Best Gloves of 2020" by the US outdoor magazine "Outside Magazine."
It's so popular it's even been used in advertisements
Since its release in 2016, the WAKAYAMA has seen an increase in color variations every year. At Hestra, the formula is that "more colors = proof that it's selling." The first year started with three colors, but as you can see, this season's lineup includes six colors. It's rare to see one model available in six colors
Its popularity has been so great that it has even been used as the main image in advertisements in the USA, like this. It is also quite rare to be the face of Hestra, a spokesperson for the company, with a total of 100 models
A style that "seems familiar but never was"
Why is WAKAYAMA so highly regarded worldwide? Simply put, it is the fusion of high-spec functionality and casual design. This was a novel idea that had never been seen before at Hestra. The
leather has a texture that is so soft it could be described as smooth, and the inner lining is made of wool, which boasts outstanding heat retention. The spirit of craftsmanship permeates the cutting, stitching, and fashionable design, giving WAKAYAMA an indescribable sense of style.
In fact, behind the development of this product was one Japanese man...
His name is..
Wakayama Yasuo is the representative of FULLMARKS, the Japanese distributor (importer) of Hestra gloves. FULLMARKS imports and sells Nordic outdoor brands such as Hestra and Norrona, designs and produces apparel and gear in Japan, and operates seven pro shops. Wakayama is a pioneer who has been leading the scene since the dawn of freeskiing around 1998, producing "Core Games," a Japanese version of the US Winter X-Games
Wakayama says,
"When I first started working with Hestra around 1991, the company was run by the third generation of founder Martin's grandchildren, and the fourth generation who have now taken over Hestra were still young children. They have inherited a stable family business and, while in their roles as managers, they have also studied on their own to obtain advanced professional qualifications such as leather sommelier, and are never short of new challenges. Hestra is a wonderful brand that takes pride in its craftsmanship."
"Isn't that cool?" and "
Let's stop using the name..."
Once a year, Hestra holds an international sales meeting in Hestra Village. It was the eve of the meeting in the winter of 2015. Wakayama, who was quite drunk, was approached by the smiling third-generation president (SVANTE, center, Photo 3), who clinked glasses with him and said, "Waka, I have a surprise for you tomorrow." The next day, a new glove called "WAKAYAMA" was unveiled in front of distributors from around the world
"Having my name attached to the product is undoubtedly a great honor and a wonderful pleasure. But when I actually saw the product, I thought, 'Wow, isn't it cool!' and I also thought, 'Let's drop the name...' (laughs). It would be a problem if it didn't sell, and of course I didn't want people in the Japanese market to think that the company president had named a product after me. And I thought it would be even worse if it disappeared within a year,"
said Wakayama, who was awarded the title of "Best Seller" at the following year's International Sales Meeting when the "world's best-selling products of the season were announced."
"At first, there was a part of me that was relieved that it didn't end within a year, but there was also a part of me that thought, 'How about that?!'"
How was "WAKAYAMA" born?
Why was Wakayama created in the first place? Jonas, the fourth-generation vice president, told us
Jonas: "These gloves, THE GLOVE, are a style that Waka created many years ago, and I remember thinking how great they were when I first saw them. They have a casual, old-school impression, but they're not outdated and have a timeless style. They're practical and sporty, but also casual, so you can wear them on the mountain when skiing or snowboarding, or anywhere else. I thought that if I made some improvements to them, they could become popular not only in Japan, but also here in Europe and America
Around 2006, Wakayama ordered "THE GLOVE" for the Japanese market with the idea of "a casual glove that can also be used for skiing." However, sales did not go as expected, possibly due to the stiff finish that resulted from the use of Gore-Tex in pursuit of functionality
"Originally, I was planning to keep the design close to the original THE GLOVE design without changing it too much. However, I added color to the paracord and leather parts, improved the details a little, and made it a two-tone color to make it stand out a little more. I
think these small changes also suited Waka's taste. By using wool for the lining, it has better functionality in terms of heat retention, and it has a classic impression and a style that is characteristic of Hestra."
In other words, the reason why "WAKAYAMA" was born was probably Hestra's answer: "We interpreted Waka's great sensibility and ideas and made them into a form that could reach the world. That's it, Waka."
Another thought behind it
Jonas had this to say about Wakayama
: "Waka is a very friendly and easy-going person, with a strong sense of purpose, humor and positivity. That's why he's such an important presence for us both as a business and as a person. We've worked together for a long time and we share a lot of common cultures and values. For example, we really empathize with each other's forward-thinking ways and their appreciation of the ski and snowboard industry. It's also great that he's still passionate about snowboarding."
However, it would be very special to name a product after an individual who is not a famous skier
Jonas: "Waka may not be famous, but he has years of experience in the snow industry, built a strong network, and has contributed to this community for decades. The origins of the WAKAYAMA gloves lie with Waka, and the gloves reflect his style, so it seemed only natural to name them after him."
Do you understand why a Swedish glove brand with a long history has a Japanese name?
FULLMARKS: https://www.full-marks.com/
Composition: STEEP Editorial Department, Interview Cooperation and Photography: FULLMARKS