What is "WAKAYAMA"?
Did you know that there is a ski glove named "WAKAYAMA"?
Is it the signature model of a famous rider? The answer is NO. And the people of Wakayama seem to think so. "Gloves made in Wakayama". This is also very different. Because this is a made in Sweden glove made in a small village called Hestra in the deep forest of Scandinavian Sweden. The glove made in Hestra Village is that "HESTRA". Functional and unique styles, such as thin leather gloves and three-finger gloves, are very popular with riders and photographers in the snow industry.
Long time ago Once upon a time in the depths of the forest in Sweden...
The roots of the "Hestra" glove go back to 1936. At that time, forestry was thriving in Sweden, and it started with providing highly durable work gloves for people working in the forest.
At a time when skiing was becoming a new sport, Hestra founder Martin wondered if skiers needed strong leather gloves.
He also decided to make ski gloves so that his young son could fully enjoy playing in the snow. Since then, over 80 years, Hestra has spread from Northern Europe to European countries, North America and Japan, and is now deployed in 19 countries around the world. Gaining trust as a high-quality glove, it has established a firm position.
Gloves called "WAKAYAMA" are selling well all over the world
It is said that Hestra's "WAKAYAMA" glove is now selling all over the world.
Of course it's a snow globe, but I want you to take a look here. "WAKAYAMA" (upper left) has been selected for "GEAR PATROL", a daily lifestyle magazine from New York that is famous for being the best connoisseur of all kinds of good things from all over the world.
It has plenty of presence as if it were a fashionable item in the city.
Its popularity has also been demonstrated by being named "The Best Gloves of 2020" by "Outside Magazine", an outdoor magazine in the USA.
It sold so well that it was even used in advertisements.
Since this "WAKAYAMA" was released in 2016, the color variations have been increasing year by year. At Hestra, it is said that the formula "increase in color = proof of sales" holds true. As you can see, the first year started with 3 colors, but this season's run-up is actually 6 colors. Six colors in one model is not quite common.
It is so popular that it is used as the main visual for advertisements in the USA. Like this. Being the face of Hestra, which becomes a billboard among a total of 100 models, is also not a rare occurrence.
"Unlikely" style
Why is "WAKAYAMA" so highly regarded worldwide?
In a nutshell, it would be a fusion of high-spec functionality and casual design. For Hestra, this was a novel idea that had never existed before. The leather has a soft texture that makes you want to call it smooth, and the inner uses wool that boasts excellent heat retention.
The spirit of craftsmanship is present in all of its cutting, sewing, and fashionable designs, and WAKAYAMA has an indescribable sense of style. In fact, there was a Japanese person behind this development...
That person's name is...
Yasuo Wakayama (Yasuo Wakayama). He is the representative of FULLMARKS, the distributor (import and sales agency) of Hestra gloves in Japan. FULLMARKS is a manufacturer that imports and sells Nordic outdoor brands such as Hestra and Norona, plans and produces clothing and gear in Japan, and has seven professional shops. Speaking of Mr. Wakayama, he has been a pioneer in the scene since the dawn of freeskiing around 1998, producing the Japanese version of the Winter X-Games "Core Games".
Wakayama says.
"Around 1991, when I started dating, the third generation of founder Martin's grandchildren was in charge of the company's management, and the fourth generation, who now took over Hestra, were still small children. Although they inherit a stable family business and are in the position of managers, they study on their own and acquire professional advanced qualifications such as leather sommeliers, and do not miss new challenges.Hestra is proud of craftsmanship. It's a great brand with
"It's cool!" and
stop using the name...
Once a year, Hestra holds an international sales meeting in Hestra village. It was the winter of 2015, on the eve of a meeting. The 3rd generation president (SVANTE in the center of photo 3) smiled at Mr. Wakayama, who was drinking a lot of alcohol, and said, "Waka, I have a surprise for you tomorrow." It says. The next day, a new glove called "WAKAYAMA" was announced in front of distributors around the world.
“There is no doubt that it is a great honor and a great pleasure to have my name on it. Stop... I thought (laughs).
I would be in trouble if it didn't sell, and of course I didn't want to be thought that the president was putting his name on the product in the Japanese market. And I also thought that if it were to disappear in a year, I would hate it even more.” Mr. Wakayama said in this way. It was given the title of "BEST SELLER".
"For the time being, I was relieved that it didn't end in a year, and I wondered, 'How is it!'"
Why was “WAKAYAMA” born?
Why was “WAKAYAMA” created in the first place? Fourth generation vice president Jonas told us.
Jonas: "This glove, THE GLOVE, is a style that Waka made many years ago, but I remembered seeing this glove at the time and thinking it was cool. It's casual and old school, but it's old fashioned. It's a style that never fades.It's practical and sporty, but it's also casual, so you can use it when you're skiing or snowboarding in the mountains.If you improve this a little, it's only in Japan. Not only that, but I thought it would be popular here in Europe and America as well.
Around 2006, Mr. Wakayama ordered "THE GLOVE" for the Japanese market with the idea that "it would be nice to have casual gloves that can be used for skiing." It is said that the result of adopting Gore-Tex in pursuit of functionality was a result of a hard finish, and it did not sell as much as expected.
“Originally, we were planning to keep the design close to the original THE GLOVE without changing it too much.
think this small change also suits Waka's taste.By using wool for the lining, it has a functional aspect of heat retention, giving it a classic look and a style that is typical of Hestra. rice field"
In other words, why "WAKAYAMA" was born, I think it was Hestra's answer, "We interpreted Waka's nice sensibility and ideas and made them reach the world.
another thought
Jonas said of Wakayama:
Jonas: “Waka is a very friendly and easy going person, with a strong sense of humor and positivity. There is something in common with culture and values.For example, I can relate to his forward-looking thinking and his cherishing of the ski and snowboard industry.It's great that he's still passionate about snowboarding."
However, naming a product after an individual who is not a famous skier would be very special.
Jonas: “Waka may not be famous, but he has many years of experience in the snow industry, has built a strong network, and has contributed to this community for decades. And it's a glove that reflects his style, so it makes sense to name it after him."
Do you know why the Swedish glove brand, which boasts a long history, was given a Japanese name?
FULLMARKS: https://www.full-marks.com/
Composition / STEEP Editorial Department Interview cooperation / Photos / FULLMARKS