The yellow building is modeled after the US headquarters
Patagonia Kanda store has been renovated
Located in Kanda, a town lined with shops selling ski/snowboard equipment and mountain climbing/outdoor gear, the store has emphasized the technical aspects since it first opened in 2000, but the renovation has made this concept even clearer
This renewal is more than just a makeover. For the first time in Japan, the store will also offer second-hand sales, repair services, and rentals. It will be a comprehensive system that meets the needs of all players, from beginners to veterans, while also functioning as an antenna to powerfully transmit Patagonia's message. Let's take a look at the reborn Kanda store
All Patagonia technical items are available for women and children
The new Kanda store stocks all the technical items available in Japan, except for the fishing and surf categories. In short, it's a store where you can experience the core of Patagonia. For users who demand functionality from their products, there's no better store
We live in an age where online shopping is in full swing. Online shops are filled with detailed photos, detailed explanations, and size charts. It goes without saying that it's convenient, and it's safe to say that it's become an essential piece of infrastructure, especially in regional cities. However, no matter how much experience and knowledge you have, there are limits to how well you can imagine an unknown model based solely on photos and specifications. I'm sure there are many people who have had the experience of finding that the product was "different from what I expected."
For example, when it comes to clothing, it's difficult to describe the feel and texture in words. However, it's often these aspects that determine the ease of use of tools (clothing is also a tool!). If it's difficult to use, you won't be able to fully enjoy your activities, but if you can pick up the product and choose it, the risk of choosing something that disappoints is reduced. How reassuring it is to know that "if you go to Kanda, you're sure to find it."
Only at a physical store can you receive advice from experienced staff. Many of Patagonia's directly managed stores have staff who also work as guides and instructors. The Kanda store is no exception. A diverse lineup of ski guides, mountain guides, and trail runners are on hand. Their advice, based on real-world field experience, is reliable for both beginners and veterans
While stocking all technical items, the store does not stock any lifestyle items that are popular among the general public. There is a reason for this bold move. Store manager Toshio Mitsuhashi explains:
"When this store opened in 2000, there were ski and snowboard shops in the backstreets, but those gradually decreased, and the COVID-19 pandemic has made them even fewer. Long-established stores have closed or merged, and it even feels like the town itself is losing its vitality
Still, there is no other area in Tokyo, or even nationwide, with such a high concentration of ski and snowboard shops. Many people, from young people just starting out to veterans, come to this town. It's a town where people walk around with their skis and snowboards, even in summer. I hope to become a place where I can convey the appeal of sports and other messages to such people."
Those who have visited the Kanda store before may be surprised by the completely changed interior. By no longer selling lifestyle items, the store has reduced the amount of fixtures and created more space. Although the number of products has decreased, the store is now neater, easier to see and choose from
"The items currently on display have been thinned out in size and color to make them easier to see, but they are all still available in the back yard."
They carry everything from skiing and snowboarding to the alpine, mountain climbing, and outdoor activities that are the company's roots. They also have a wide selection of women's and children's items, which is news. Ski and snowboard wear is available in all colors. While not many stores stock even the top models, this store has a wide selection of sizes and colors
As an aside, the high-end Pow Slayer Jacket is apparently the best-selling model in November. As soon as it hits the shelves, customers flock to the store, delighted, saying, "I finally got my favorite color!" If you're interested, be sure to get one soon
Repair suggestions | Extend the life of your clothing and keep your favorites in good condition
Patagonia has been running a program called Worn Wear since 2013. With the tagline "Much better than new," the program encourages people to continue using items for a long time through repair and reuse, as an effort to reduce the environmental impact of manufacturing and disposal
We live in an age where it is not strange for manufacturers whose mission is to sell products to encourage people to "use products for a long time," but Patagonia has been calling for environmental protection since before everyone else turned a blind eye. They were the first to recycle plastic bottles and have made it their mission to "minimize the impact of our corporate activities on the environment."
Worn Wear seems like a way to communicate with users, arrived at after years of trial and error. The message "Let's take action to prevent global warming" is not easy to convey, but few people would turn down the idea of "repairing your favorite clothing and using it for a long time." Especially if it's a companion for an activity you're passionate about
At the Kanda store, they offer quick repairs, which are simple repairs that can be done on the spot. For small holes in a jacket or torn trouser hems, it's best to apply repair tape as soon as possible to prevent the damage from spreading. They can also replace zipper slider pull tabs, and in some cases, the slider itself. If the parts fit, they can also replace buckles and snap buttons on the spot. Quick repairs are carried out alongside the customer, with an explanation of the repair method and its advantages and disadvantages. Damage to clothing also represents memories of time spent out in the field. It goes without saying that you'll feel even more attached to your repaired clothing
Selling second-hand items | Don't throw away. Give what's still usable to someone else
The Kanda store also sells second-hand goods. A pop-up store selling second-hand goods opened in August this year for a limited period of one month, but this is the first time that a permanent store like this has been set up in Japan
The reason for selling second-hand goods is to "keep gear idle and out of landfills," but for users, the big benefit is being able to obtain high-performance clothing at a reasonable price. When they hear that they can get their hands on coveted high-end models that are out of reach of them new for about half price, their interest is piqued
Currently, the store sells items purchased from Patagonia staff. The secondhand clothing collected is washed and treated with a water-repellent coating by a dry cleaner that specializes in handling functional materials, and is inspected before being put on the shelves. Items that have lost their functionality, such as items with peeling seam tape or peeling membranes, are naturally rejected
Since they are second-hand, there is no warranty, but if we compare them to cars, they are like certified used cars sold by the manufacturer itself, so inspections are sure to be carried out thoroughly. Older cars that are likely to have unseen deterioration will likely be avoided, even if they look good. As a result, it is likely that there will be many cars in relatively good condition
Apparently, they have already started buying from users in the US. They are also considering doing so in Japan, but there is likely a limit to how much staff can supply, so we can hope that this will eventually become a reality
Clothing rental | Only buy what you really need
As a first initiative, they will also begin renting snowwear
It is thought that most users will be entry-level users or people who have experience skiing in the past but have been away for a while and are looking to ski again, so the lineup ranges from padded skis for use on the slopes to all-mountain models
For men, the insulated Snowshot Jacket & Snowshot Pants, Powder Bowl Jacket & Pants, and Snowdrifter Jacket & Bib are available. For women, the insulated Snowdell Jacket & Pants and Powder Bowl Jacket & Pants are available. Sizes range from XS to XL, with extra S and M sizes available
The maximum period is one week, and the fee is 4,000 yen per session, regardless of the number of days. This is quite reasonable considering that the average price for rental wear at ski resorts is 3,000 to 4,000 yen per day
Reservations will begin in November and can be made by phone or in person at the store. Rentals will begin in December. This season, the same amount as the purchase will be donated to POW
They are currently considering other items besides shells, such as insulation wear and summer rainwear. There have already been requests for rentals for kids' gear, and this is also being considered. The dream is expanding as to whether someday they will be able to offer trial or subscription services for high-end models
The responsibilities and possibilities of living with snow
The first floor of the store has become a space to showcase Patagonia's new initiatives. As you enter, you're greeted by seasonal focus items (currently featuring the new Down Lab products), but the actual products are on display up the stairs at the back to the second floor
Alongside repair, second-hand sales and rentals, an important corner was created on the first floor that will become the new core of the store. A board was placed next to the entrance, in a position that naturally catches the eye as you come down the stairs. It bears the following message:
It's our field
To protect the snowy mountains,
Let's unite and take action
The board introduces the activities of the general incorporated association Protect Our Winters Japan (hereinafter referred to as POW) and the Kanda store, which works in collaboration with it
Kanda holds the Kanda Sports Festival every autumn, a kick-off event to get people excited for the upcoming winter season
Two years ago, at a meeting leading up to the event, Mitsuhashi made a proposal
"I touched on the current climate crisis and explained that our business wouldn't exist without snow. I introduced POW's activities and asked them to place flyers and posters in their stores."
Responsive stores responded quickly, putting up POW posters and placing flyers. Some stores began asking for more flyers
The Kanda store exhibited at the sports festival that year together with POW, proposing to protect their field, the snowy mountains, from the climate crisis. In response to this action by the Kanda store, a new movement was born in the local area
"When a local school called Seisoku Gakuen found out that some ski resorts in Hakuba had started switching to renewable energy, they changed their ski school destination to Hakuba."
The first ski school, which changed its destination to Hakuba, was canceled due to the COVID-19 pandemic, but instead a workshop was held with the participation of Goro Komatsu, representative of POW Japan
It's a symbolic story that shows how a small backstreet shop can make a difference in a community, and by continuing to share what's happening on the mountains, Patagonia is hoping to reach more people
The Patagonia Kanda store has been reborn. It's no longer just a store that sells goods
The person who taught me
Patagonia Tokyo Kanda Store Manager
Toshio Mitsuhashi
Born in Tokyo. He started skiing as a child, taking his father, a close friend of his, with him. He discovered skateboarding in junior high school, and in high school, he was invited by a skateboarding friend to start snowboarding. He began to stay in Niseko in the winter, and after working at the Patagonia store at Shugakuso in Sapporo, he joined the company. He still makes regular visits to Niseko in the winter
Patagonia Tokyo Kanda: https://www.patagonia.jp/patagonia-kanda-japan/store_924604488.html
Text by Toshiaki Ito
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