Founded in 2012 in Niseko, Hokkaido, a place admired by skiers and snowboarders worldwide, OYUKI initially appeared as a local souvenir, but after Pep Fuss became their ambassador, its high quality began to spread both domestically and internationally, and the brand became visible everywhere.
Currently, their product range is diverse, encompassing not only accessories such as face masks and gloves, but also apparel such as base layers, mid-layers, and shells. Their presence extends beyond Japan to overseas markets, with renowned riders like Brandon Davis and Sammy Carlson serving as ambassadors, and collaborations with prestigious brands such as ARMADA and SMITH.
What does the brand's motto, "Big Snow Culture," mean? We spoke with brand manager Adam Kroenert about the philosophy behind product development and design, sustainable initiatives, and recommended items
Necessity is the mother of invention. It was born from a torrential snowstorm that buried people up to their faces
At the heart of OYUKI lies the extremely realistic challenges that skiers were facing
After moving to Niseko, founder Matt Hampton personally experienced the harsh winters unique to Niseko, including torrential snow that can completely transform the landscape overnight and long days spent in the mountains under extremely low temperatures. In particular, he keenly felt the impact of "Face Shots," where snow splashes onto your face every time you ski through deep powder, on your vision, body temperature, and overall comfort
"Our vision from the very beginning was to create products designed for skiing in deep snow and tested in real-world conditions. The brand started with face masks to protect against deep snow and constant face shots."
Solving problems that arise from experience, using their own hands—this thorough, hands-on approach is still carried over to their current product development
"OYUKI's uniqueness lies in the fact that the brand was born in Niseko and continues to be shaped by the environment and culture of this land. Our products are designed and tested to function in deep snow and extreme cold. The Niseko environment has naturally driven us to create gear that pursues durability, functionality, and quality."
Niseko is not just the backdrop for the brand; it's also a massive testing ground
The unique characteristics of "NISEKO" that are attracting global attention
OYUKI is a brand that has been rooted in Niseko since before it became as international as it is today, and has witnessed its transformation
"Niseko is known as one of the most captivating powder snow destinations in the world. What makes it truly special is the combination of light, dry snow quality and the consistent amount of snow it falls every day. When all the conditions align perfectly, Niseko becomes a dream destination for powder skiers and snowboarders from all over the world."
And it's not just the snow that's special
"Life in Niseko revolves around winter. Roads disappear overnight, and everyone shovels snow as a daily routine. The rhythm of life changes depending on how it snows. When heavy snow is forecast, a unique sense of excitement fills the town, people pore over weather maps, wait for the ski lifts to start operating, and try to be the first to jump into the deep snow."
OYUKI was born from that almost insane love for powder snow and the harsh environment unique to heavy snowfall regions
"Big Snow Culture"
The core concept that OYUKI embraces as its brand is "Big Snow Culture."
"Big Snow Culture is a lifestyle that pursues deep powder that no one has skied yet. It's not just about skiing or snowboarding. It's about traveling the world, experiencing local cultures, getting to know the mountains, and meeting new people. It's about building anticipation with each approaching cold snap and sharing a great day with friends. It encompasses all of those experiences."
Just as important as the culture is the connection with people. The brand team includes world-class athletes such as Sammy Carlson and Brandon Davis, as well as guides, photographers, filmmakers, artists, and local legends who have deep ties to their home mountains and communities
"There are things far more important than competition results or social media follower counts. These are people who have a genuine connection to the mountains, snow, travel, and community. People who truly love the mountains and chase the storm. They share real stories from where they ski."
Products refined through dialogue with users are free of waste, and their designs possess a philosophy
Simplicity is created intentionally
OYUKI's designs are based on the philosophy that "simplicity is the key to functionality." Unnecessary decorations and excessive functions are eliminated, leaving only what is truly needed. This approach, which finds beauty in the pursuit of ultimate ease of use, resonates with the Japanese concept of "beauty in utility."
"In harsh mountain environments like Niseko, unnecessary features often cause problems rather than solve them. For us, simplicity doesn't mean being bland; it means being intentional. Everything—materials, structure, pocket placement—must have a clear purpose. We especially value our commitment to materials and thoughtful, intuitive designs. Our goal is for our products to function naturally in harsh environments."
Adam believes that the "Sencho" and "Chika" series of GORE-TEX gloves best embody simple beauty
"Sencho," a favorite among the OYUKI team, is a classic, high-end model that combines toughness and warmth. It features a premium goat leather outer shell combined with GORE-TEX WARM, uses PrimaLoft Gold of different thicknesses on the back of the hand and palm, and uses Calamai wool for the lining, demonstrating meticulous attention to detail. It comes in a wide range of shapes, including 5-finger, 3-finger, and mittens, as well as limited edition designs. "Chika" is a series that adapts the same functionality to women's sizes and fits
Designs that reflect a spirituality, rather than simply being "Japanese-style."
This philosophy is reflected not only in the product's structure but also in its graphics. Some ski models feature motifs reminiscent of Japanese folklore, such as kodama (tree spirits) and yokai (supernatural beings). However, these characters are not simply used to evoke a sense of Japan
"The brand's design roots lie in the Japanese view of nature. The reverence and mystique for nature found in Japanese folklore resonates with our worldview, which is centered around snow-covered mountains. Rather than directly expressing the folklore, we value subtly incorporating the atmosphere and emotions that permeate Japanese winters and snow-covered mountains into our designs."
The meaning behind the two kanji characters "大雪" (Daisetsu)
The "OYUKI" logo, which symbolizes OYUKI, represents the brand's spirit of "Smash Pow."
"Smash Pow" is a phrase that symbolizes OYUKI and Big Snow Culture. When fresh snow falls, we want to ski the powder freely, from the first lift in the morning to the last run of the day, with boundless energy and creativity. It represents that feeling."
The word "Smash," which means "to destroy" or "to shatter," has a somewhat strong connotation, but it doesn't mean aggression or conquering snow
"It's a phrase that expresses the feeling of sharing that moment with friends—respect and excitement for the snow-covered mountains, and the sense of unity that comes with a powder day, filled with anticipation that today will be a special day."
To pass on that joy, culture, and community to the future, we are also promoting sustainable initiatives
Sustainable manufacturing that contributes to marine conservation
To pass on the culture of snow-covered mountains to future generations, OYUKI is also promoting the adoption of materials and processing methods that reduce environmental impact. One example of thisits partnership.
"NetPlus is a project that collects used fishing nets and reuses them as high-quality yarn. It contributes to reducing marine plastic pollution while supporting impoverished regions and fishing communities around the world through job creation, improvement of waste management infrastructure, and contributions to local NGOs."
Bureo, a California-based company, collaborates with local fishing communities to recycle discarded fishing nets, which are used in the following models at OYUKI
While primarily based on earth tones, in recent years they have also expanded to offer vibrant color schemes for riders seeking a more eye-catching look on the snow.
is a new product for next season. It features different styles for men and women.
In addition, the company is promoting environmentally conscious product manufacturing by adopting "C0 DWR (Durable Water Repellent)" processing that does not use fluorine compounds, and by manufacturing the fabrics used for outerwear in Japan
The "Niseko Standard" is born from a consistent, hands-on approach」
Depending on the model, OYUKI products undergo two to three seasons of design refinement and field testing before release. A team comprised of diverse members who regularly interact with snow-covered mountains uses the products extensively in Niseko and other mountains around the world
One of the flagship products born from such feedback from the field is the "Iwanai Zipper Mitts." It was developed basedCassunout without taking off my gloves." In the extreme cold, having to take off gloves every time to do even small tasks such as operating a smartphone or camera or adjusting equipment had become a major source of stress.
"Heavy snowfall, low temperatures, and deep forests. Niseko is an extremely harsh environment, not only for people but also for gear. We often say, 'If a product works in Niseko, it will work almost anywhere in the world.'"
The Niseko environment, which quickly exposes weaknesses in waterproofing, breathability, heat retention, durability, and fit, seems to have a significant impact on the product improvement process, from material selection and design of each part to layering systems
A community expanding from an experiential store
In 2025, they opened a new store in Hakuba Village, Nagano Prefecture. This store will not only sell products but also serve as a platform to convey the brand's worldview and snow mountain culture, offering the full product lineup. Last year, they also opened a pop-up store in Whistler Blackcomb, Canada, for a limited one-season period
"Hakuba is a special place where mountain communities from all over the world gather. We wanted to create a place where new customers could get to know our brand and easily drop by to pick up our products. The shop has been very well received."
And now, here's some news that's being revealed to the world for the first time in this article. In December 2027, there are plans to open a new base in Niseko, where the brand all began. In addition to selling store-exclusive products, it will offer a unique shopping experience that can only be found there
We've picked out some recommended models
From the extensive lineup of OYUKI products, which are gaining momentum, we asked them to select their recommended models for different uses
Total setup
"For men, we recommend the 'Goshiki Jacket & Bib' combination, and for women, the 'Nimi Jacket & Bib' combination. Designed for deep powder, they offer protection, breathability, and mobility to handle changing weather conditions and extended periods of skiing."
"For layering, the 'Sora Polartec Power Air Hoodie' is ideal as an inner layer. It's compact, lightweight, and warm. It offers excellent breathability and moisture-wicking properties, making it suitable for a wide range of uses, from extreme cold to hiking and everyday life."
What do you recommend for female riders?
"For women, we recommend the completely redesigned 'Oyuki Toya Down NetPlus® Insulator Jacket – Women's'."
Made with 310g of recycled down, it's incredibly warm, tear-resistant, and features a PFC-free water-repellent finish that makes it highly resistant to moisture. Its seamless inner baffle construction also helps prevent rain and snow from seeping in
Which model is recommended for backcountry beginners?
"In backcountry skiing, layering is crucial for regulating body temperature. I recommend the lightweight and versatile 'Toya Vest.' It keeps your core warm without restricting your movement. Layering is key, rather than wearing just one heavy piece of winter clothing."
is thin, easy to move in, and doesn't feel bulky even when worn under an outer layer.
The next project born from a love of powder
It is a deep respect for nature and a profound understanding of snow-covered mountains that allows them to embrace snow not as a nuisance, but as a blessing. This shared love of powder snow has led to spontaneous collaborations with like-minded brands, artists, and athletes. Moving forward, they plan to continue developing various projects centered around the concept of "Big Snow Culture."
"If there are any Japanese artists reading this article, please send us a direct message on our Instagram!"
Finally, we received a message from Adam for our Japanese readers
"Thank you for your interest in our brand and for reading our story. At OYUKI, we are fully committed to creating high-quality gear so that everyone can have a wonderful time in the mountains. We would be delighted if you would follow us on Instagram and feel free to stop by our shop."
Information
OYUKI
Official website:http://oyuki.com/
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