Because they love snowboarding more than anything, they want to enjoy it to the fullest.
That feeling is what brings inspiration, and new things and values are born. In 2002, a Japanese snowboarder started a handmade beanie brand called "LADE" in the basement of North Vancouver, Canada.
Because the beanie will fly away！
Back in 2000, 26-year-old Yoshifumi Aida traveled to Vancouver on a working holiday, wanting to snowboard on a bigger scale. He went to the ski resort of North Vancouver and then headed north to Whistler, where he became completely immersed in snowboarding
"At that time, I was skating so hard every day that when I fell, my beanie would fly off along with my goggles. The goggles would die and I'd be unable to see, which would cause me to fall again, creating a vicious cycle...I'd be like, 'Oh no, I'm in bad shape!' (laughs)
I hated how my beanie would get blown away, get covered in snow, and freeze solid immediately. Even when I wore a store-bought beanie, the size was never quite right for me, and it would just fly off.
The ones sold on the racks are one-size-fits-all, so they're made with a wide range of elasticity to fit anyone's head, but they stretch out quickly. Durability was the biggest problem. Machine-knitted beanies get damaged and become unusable very quickly when they get covered in snow. Plus, I didn't have much money, so I thought I'd just make my own."
"LADE" - completely tailor-made. The combinations of styles, colors, materials, and parts easily number in the tens of thousands. The origin of these beanies, which weave together such diversity, was this simple reason:
"I want a beanie that won't blow off no matter the situation."
This pure desire quickly transformed Mr. Aida into a superb handmade craftsman.
"At the time, my roommate in North Vancouver happened to be able to knit, so she taught me from scratch. I've always been quite handy, so I quickly picked it up and was able to incorporate colours and patterns, and gradually I started making more original pieces
At the time, I was working at Sushi Village, a famous restaurant in Whistler, and the staff there started ordering it, saying, "That's great, make it for me too."
Sushi Village was an incredibly popular restaurant, so the waiters and waitresses were stars and highly respected by the locals
With people like that happy to wear them, the brand's status rose and word spread by word. Eventually, the Whistler shop "Evolution" started carrying the brand
In Japan, brand name and recognition are important, but Canadians are quick to spend money on things they think are good. I think it's the difference in culture and values. I think that's what's allowed LADE to continue this far. If we hadn't started in Canada, we might not have been able to continue this far."
The recognition and trust that LADE has earned from Canadian users who can discern the real deal has given Aida confidence and a sense of accomplishment that he can nurture LADE in Canada
LADE STORE Nasu Kogen
5728-7 Takaku-ko, Nasu-machi, Nasu-gun, Tochigi Prefecture 325-0304, Japan
TEL: 0287-74-5102
In 2005, he left Whistler after four seasons and returned to Japan, setting up a workshop and shop in Nasu, Tochigi Prefecture. There were many cool shops in Canada, so he had the idea of importing and selling interesting Canadian products
Commitment to quality
"Gear such as skis, bindings, boots, clothing, goggles, and gloves evolve every year, and new products equipped with various technologies are constantly appearing, but it felt like beanies were being left behind. If no one was making beanies as serious gear, then LADE was the place to do it."
As Aida says, each and every LADE beanie is a "serious piece of gear" that is knitted by hand with love
"Rather than making beanies, I feel like I'm making mountain gear. That's why I don't compromise on durability or on performance in the mountains. I'm often told that the designs are stylish and have great taste, but the truth is that it wasn't the design that started it all; I focused on functionality and that's how it turned out
For example, the back of the ear flaps have a boa material to keep your cheeks (or face) warm. Goggles have become wider every year, so if you make the ear flaps wider so that the goggles don't rest on the ear flaps, more of your cheeks and face are exposed, which can make you feel cold
After thinking about how to keep the goggles warm and cover the cheeks with ear flaps without them floating, we came up with a design specification called a "goggle adapter" using leather. This allows you to maintain your field of vision without compromising the potential of the goggles while still keeping you warm."
The LADE team riders are the ones who strongly support Aida's new ideas and challenges. They come from different backgrounds, climb mountains in various mountain ranges, and thoroughly use the LADE Beanie in their own style. Their feedback and passion are invaluable to LADE
Bring out the individuality of the skater through the beanie
The LADE beanie has a unique look. It combines colorful, tightly knitted, finely hand-knitted fabric with leather ear flaps reminiscent of the aviator caps worn by pilots and motorcyclists. This style is the brand's mainstay, and many people will find the silhouette and texture of wool and leather to evoke an indescribable warmth and nostalgia
"What are LADE's priorities? Functionality, quality, and overwhelmingly, the fact that we make products to order for each and every user. All beanies are made by hand, tailored to the user's size, and you can freely choose the model, pattern, color, and material. Back then, I was doing all the knitting and sewing processes by myself, but now I have a team of about 10 craftsmen who have grown to make them. However, I still do all the finishing sewing myself
More than 20 years have passed since we started LADE in Whistler in 2002, but our style of painstakingly handcrafting one-of-a-kind items remains unchanged to this day
A tailor-made beanie, made just for you.
From tens of thousands of possibilities, you choose the perfect one based on your imagination and preferences. There's nothing else that evokes such affection and feels so comfortable to wear.
"I started making these beanies because I really love snowboarding. I think about how to create things, such as custom orders and tailor-made products, and how the user experiences snowboarding. What kind of mountains and slopes do they see in their field of vision, what kind of snow is falling there, how they ski, what they're thinking at the time...each person's riding changes depending on all of these things. I think it would be fun if I could bring out a person's style, personality, and individuality through their beanie, along with their riding."
Create your own unique piece
Let's take a look at how LADE's custom orders work
First, there are currently three base models. From there, there are four knitting patterns to choose from. Furthermore, there are optional adapter specifications to fit goggles, and the options expand even further.
On top of that, all parts are selectable, including 38 knit colors, the material on the back of the ear flaps, the type of leather strap, and the color of the buckle, allowing you to combine your favorites.
LADE's official website features "LADE maker," which allows you to customize your beanie right before your eyes while viewing all the options visually. You can order the beanie you designed on the simulator screen directly, making it reliable, safe, and very convenient. You'll be overwhelmed by the variety of combinations, but the system is intuitive enough to put together your design, so be sure to check it out.
Here we will introduce the three main types and briefly introduce the materials used
■Main types
The Earflap Hog
is LADE's flagship model, wearable from early winter to spring. With adjustable straps and the option of a balaclava, this standard riding model can be comfortably worn year-round, from the depths of winter to the snowy mountains in spring.
fireman-
style design with a brim; it's functionally designed to protect goggle ventilation from snowfall, making it ideal for riding in extremely cold climates. It's a perfect match for Hokkaido, northern Tohoku, and inland areas.
The Cuff is
an all-around high-quality model, suitable for everything from town use to mountain access, hiking, freestyle riding, spring and summer, snowboarding, and even snow shoveling.
■Carefully selected material ratio
LADE uses domestically produced wool with a carefully selected material ratio. After repeated snow tests, we determined that a 30% wool/70% acrylic ratio is the best for riding in a wide range of snow conditions and temperatures
While a higher wool content makes the yarn warmer and softer, it also comes with the disadvantages of lower durability and increased water absorption.
Acrylic material, which is highly durable and less absorbent, compensates for these drawbacks. The yarn that LADE mainly uses is domestically produced, washable, and resistant to color transfer and fading, so you can wash it vigorously at home with peace of mind.
■Natural leather that functions even in the harshest winters on snowy mountains
Pig leather is used as a natural leather that is easy to carry in snowy mountains and backcountry skiing during the harsh winter, and is flexible and comfortable to wear even in low temperatures. Pig leather is made water-resistant by oiling it, and its appeal lies in its durability, which allows it to remain soft even in snowy mountains, and its long-lasting functionality
The name "HOG" of LADE's leather earflap type not only means pig but also "greedy person," and it also implies that it is a beanie for those who are hungry for powder rides and good snow
■Mesh lining inside
Some people find wool to be itchy when it comes into direct contact with the skin. For a comfortable fit, the beanie is lined with a mesh material. It uses a high-tech fabric that absorbs sweat, dries quickly, and evaporates it, keeping it from absorbing back into the skin
In addition to mesh material, you can also choose from 100% wool compressed knit fabric and fleece fabric
■You can also enjoy coordinating it with HIMARAK LADE gloves
LADE has collaborated with HIMARAK, a unique Japanese brand, to develop HIMARAKE LADE gloves. The same leather as the gloves is used for the beanie's ear flaps, making it possible to enjoy coordinating them as shown in the photo. The gloves are designed by Mr. Aida himself.
"I considered the thickness and functionality that would be good for use in Tohoku, and there are three designs: mittens and five-finger gloves. They're not too bulky, they're easy to use, and yet they're warm—a truly excellent product."
Not only do they coordinate their products, but they also pursue functionality that takes into account the locality. This is another unique feature of LADE
How long will it take and how do I order?
It's fun to choose something that's all one-of-a-kind and handmade, but it does take time to make. It takes 3-4 months from the time you order until delivery. If you want to use it for the 2024-2025 season, orders are generally accepted until the end of August. If you want it, you'll have to hurry!
Ordering can be completed online at LADEmaker, or of course at a dealer that stocks LADE. Aida himself also travels around the country to hold measurement sessions
Every year from spring to summer, Aida travels in his LADE camper van from Hokkaido in the north to Aichi Prefecture in the south for a fitting session called the "LADE BEANIE CUSTOM FITTING TOUR." The camper van itself becomes a mobile store, with a wide variety of samples on offer. Customers can see and touch the actual items with their own eyes, check the texture, and even try them on to check how comfortable they are
It sounds like fun to hear that Mr. Aida will interview each person about their preferred skiing location, climate, and style, and then work with them to create a custom beanie. This is
perfect for those who want more detailed customization, or for those who want to find the perfect beanie while talking with Mr. Aida.
By the way, the following measurement sessions are still available
| schedule | venue | remarks |
| Sunday, July 27, 2024 13:00-20:00 | PASTiME BOARDSHOP - Hachioji, Tokyo | *Reservations required (30 minutes per person, reservations accepted at the store) |
| Sunday, July 28, 2024 12:00-20:00 | Shift - Funabashi, Chiba Prefecture | *Reservations required (30 minutes per person, reservations accepted at the store) |
| Sunday, August 4, 2024 12:00-19:30 | Removal Outdoor Equipment- Akita Akita Prefecture | *Reservations required (30 minutes per person, reservations accepted at the store) |
| Friday, August 16, 2024 14:00 - 21:00 | stone-d Eccentric Glasses Exhibition - Sabae, Fukui Prefecture | *Reservations required (30 minutes per person, reservations accepted at the store) |
| Saturday, August 17, 2024 12:00 - | LOVE NATURE Yatsusugi Camp 2024, Echizen City Yatsusugi Forest Learning Center - Fukui Prefecture | |
| Sunday, August 18, 2024 14:00 - 20:00 | ZERO Kurodama Shoten - Toyama Prefecture | *Reservations required (30 minutes per person, reservations accepted at the store) |
| Saturday, August 24th and Sunday, August 25th, 2024 12:00-19:30 | SPRAY - Asahikawa, Hokkaido | Days Measurement Event at Ski Resort Advance Ticket Sales Event *Reservations required (30 minutes per person, reservations accepted at the participating store) |
| Scheduled to be exhibited in late August 2024 | NISEKO HIRAFU GREEN PARK - Niseko, Hokkaido | |
| Saturday, August 31, 2024 14:00 - 21:00 | FULLMARKS Tomamu Store - Tomamu, Hokkaido | *Reservations required (30 minutes per person, reservations accepted at the store) |
| Sunday, September 1, 2024 13:00-20:00 | Trial Teine - Sapporo Teine, Hokkaido | *Reservations required (30 minutes per person, reservations accepted at the store) |
| Sunday, September 8, 2024 12:00-20:00 | FreeStyle BoardShop - Nagaoka, Niigata Prefecture | *Reservations required (30 minutes per person, reservations accepted at the store) |
Now and Beyond
LADE MOUNTAIN HUT
LADE STORE Hanagasa Kogen / LADE SNOW Workshop
1300-53 Tsuruko, Obanazawa City, Yamagata Prefecture 999-4443, Japan 2F
(Slopeside Hanagasa Kogen Ski Resort)
TEL: 0237-53-9800
LADE is currently based in Obanazawa City, Yamagata Prefecture. Due to the effects of global warming and the Great East Japan Earthquake, the studio and shop in Nasu, where they used to live, are now experiencing less snowfall, leading them to seek a place to live and work in snowier conditions
For Aida, "snowboarding is the most important thing" even now. His passion for snowboarding hasn't changed at all since more than 20 years ago when he was snowboarding in Whistler, his beanie flying off in the process.
In search of the ideal place where he could live with his family while snowboarding, he arrived at Hanagasa Plateau in Obanazawa City, a somewhat remote rural town in Yamagata Prefecture.
Right in front of the workshop and shop is Hanagasa Kogen Ski Resort. It's an extremely local ski resort with only one lift, but it snows heavily there.
You can enjoy tree runs, and it's always uncrowded, so you can ski on powder to your heart's content. Plus, it's open for night skiing every night. This is great for kids to play in the snow. Mr. Aida has five children, ranging in age from high school age to two years old, and his eldest daughter is a rider who competes in freeride competitions.
"Hanagasa Plateau is in great shape! It's such a great place I almost want to keep it a secret, but even if I tell everyone to come, they don't really come (laughs).
Right now, I'm skiing just as much as the kids. Spending time on the snow is absolutely essential for improving things. From the little things I experience on the snowy mountains every day to big ideas, I put them into my sewing machine while they're still fresh and turn them into beanies."
At first, I think I only got inspiration from skating. But when I was fiddling with the sewing machine, sewing the ears and attaching the straps, I started thinking, "If I did this here, it would be more comfortable to wear." Now I've gotten to the point where I can incorporate that into my products from both the perspectives of a skater and a maker. That's really great
Recently, when snow gets on the ventilation at the top of the goggles, it causes them to fog up, so I've been thinking about a good way to prevent this with a beanie. How can I stop worrying about my head and focus on skiing? It's a matter of practicing on the field and repeating trial and error, but there's meaning in continuing to do this sincerely, and that's what makes the LADE beanie so special."
He makes them, wears them in the mountains, and makes more. That's how LADE evolves and becomes even more refined.
And along with LADE, Mr. Aida is also evolving.
"Since moving to Obanazawa, I've started thinking not only about my work at LADE and my family, but also about things like 'passing the baton to the next generation.'
Watching the local kids, I think: If they love snowboarding and are passionate about it, then they should pursue it wholeheartedly. I want to create a path for them that will lead to happiness.
That passion and experience in the mountains will be a wonderful asset and tool if they grow up and work for LADE. If LADE grows, we can employ many more craftspeople. If this ski resort and the local industry thrive, I think this place will continue to be a place that the next generation can enjoy. I've come to think about wanting to do what I can for the future.
"LADE wants to continue to exist as a brand that can create original beanies that people who are looking for the most fun way to play that suits their own individuality and lifestyle can wear, that they can feel a deep attachment to and that they can use for a long time, and as a brand that can support the happiness of children."
The person who taught me
Founder Yoshifumi Aida,
LADE CLOTHING LTD. of
He realized that snowboarding and snowy mountains are what he loves most, and is still searching for the best environment while devoting himself to them. He hasn't been doing LADE or skiing for a long time, he just hasn't quit, but I feel that there is a Japanese aesthetic in not quitting. (Handwritten)
LADE CLOTHING LTD.
Official Website:https://lade.clothing/| https://ladestore.com/
Official Social Media:Instagram | Facebook