A shop with the DNA of staff who can fully dedicate themselves to having fun | UPLND Jiyugaoka

More than just a place to buy things, this ideal outdoor shop in Jiyugaoka, Tokyo, is a place where you can meet new friends and discover exciting information about the field. It's a community-driven shop that can't be measured solely by efficiency or sales. We delve into the secrets of the unique "DNA" that has been passed down for 30 years and is at the heart of this business

My encounter with Scandinavian brands began in a garage with zero rent

The history of "UPLND," a retailer of Haglöfs and Db (DeeBee) located in Jiyugaoka, Tokyo, dates back to the 1990s. When the founder was impressed by the ski culture of Zermatt, Switzerland, he fell in love with the then virtually unknown Scandinavian brand "SOS" and wanted to support the dreams of young people who wanted to introduce it to Japan. He started the store by renting out a 10-tsubo (approximately 33 square meters) garage in front of his house for free. Later, the store expanded to carry HESTRA and Haglöfs

More than selling a single album cover, we build dialogue and community

When the store first opened, skiers with a keen interest in recreation gathered there, and a steady stream of unique equipment and interesting information about ski fields began to be collected. Sometimes, they would spend four or five hours chatting about skiing. Above all, the staff themselves wanted to ski with the customers, and planning events and genuinely enjoying themselves together is the "UPLND" style. More than just selling a single jacket, they build a community through dialogue and propose ways to have fun. This altruistic mindset from the store's founding has been passed down through generations as a culture that places great importance on experience

The DNA of "work is play, and play is work" is still alive and well. Haruka Fukushima, a staff member who works at the front of "UPLND Jiyugaoka," is a former member of the national mogul skiing team. She says, "Everything about skiing is incredibly fun now," and she creates opportunities to ski moguls with customers and share the fun

Visiting the store is somehow fun, and you can connect with others. This live experience is the greatest magnet that draws people to "UPLND." The staff enjoys playing to the fullest, and that energy is contagious to the users. For nearly 30 years, "UPLND" has built this rich ski community

Information

UPLND Jiyugaoka

2-8-3 Jiyugaoka, Meguro-ku, Tokyo 152-0035

Opening hours: Weekdays 11:00-19:00, Saturdays, Sundays, and holidays 10:00-18:00
Closed: Every Wednesday (Open on public holidays)
Brands carried: Haglöfs, Db, Peak Performance, and others

Official website:https://uplnd.com/
Instagram:@uplnd_jiyugaoka