What is "WAKAYAMA"?
Have you heard of a ski glove called "WAKAYAMA"? Is it a signature model of a famous rider? The answer is NO. And it seems that people from Wakayama Prefecture think it's a "glove made in Wakayama." That's also completely wrong. Because it's a made-in-Sweden glove, made in a small village called Hestra deep in the forests of Sweden.
The gloves made in Hestra are those of the famous "HESTRA." With its thin leather gloves and three-finger gloves, among others, it's a functional and unique style that makes it very popular among riders and photographers in the snow industry.
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 the time skiing was becoming a popular new sport, Hestra's founder, Martin, thought that skiers needed durable leather gloves, and also decided to create ski gloves so that his young son could fully enjoy playing in the snow.
For over 80 years since then, Hestra has spread from Scandinavia to European countries, North America, and Japan, and is now sold in 19 countries worldwide. It has earned a reputation for high-quality gloves and has established a solid position in the market.
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 famous for its discerning eye in featuring the best products from around the world across all genres. They have a strong presence, almost 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? In a word, it's the fusion of high-spec functionality and casual design. This was a groundbreaking idea for Hestra that hadn't been seen before. The
leather has a texture so soft you could call it smooth, and the interior uses wool that boasts exceptional heat retention. The spirit of craftsmanship permeates every aspect of the cutting, stitching, and fashionable design of "WAKAYAMA," giving it an indescribable stylishness.
In fact, there was a Japanese person behind the development of this product...
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,
"Around 1991, when I first became involved with the company, the third generation, the grandsons of the founder Martin, were running the business, and the fourth generation, who have now taken over Hestra, were still young children. They inherited a stable family business, and while they are in management positions, they also study on their own, obtain advanced professional qualifications like leather sommelier certifications, and never fail to take on new challenges. Hestra is a wonderful brand that takes pride in its craftsmanship."
"Isn't that cool!" and also, "
Please stop using that 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 it is undoubtedly a great honor and a wonderful thing to be happy about. But when I actually saw the product, I felt both 'That's cool!' and 'Please stop putting my name on it...' (laughs). I was worried it wouldn't sell, and of course I didn't want people in the Japanese market to think that the CEO was putting his name on a product. And I was even more worried that it would disappear after a year,"
Wakayama said. However, at the following year's International Sales Meeting, "WAKAYAMA" was awarded the title of "BEST SELLER" in the "Announcement of the World's Best-Selling Product of the Season.
" "I was relieved that it didn't end after a year, but I also felt a little bit like, '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, we planned to keep the design close to the original THE GLOVE without changing it too much. However, we added color to the paracord and leather parts, made some minor improvements to the details, and made it a two-tone color to make it stand out a bit more.
I think these small changes also suited Waka's taste. By using wool for the lining, we also enhanced the functionality in terms of warmth, and it has a classic feel, resulting in a style that is characteristic of Hestra's attention to detail."
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 said this about Wakayama
: "Waka is a very friendly and approachable person, with a strong core, a sense of humor, and a positive attitude. That's why he's so important to us, both in business and as a person. We've worked together for a long time, and we have a lot in common in terms of culture and values. For example, I really resonate with his forward-thinking approach and his dedication to the ski and snowboard industry. I also like 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