Yukio Yamai Begins his Climb
In the 1950s, Snow Peak founder Yukio Yamai developed an affinity for mountain climbing. From his home in Tsubame-Sanjo, he traveled often to Mt. Tanigawa on the border of Niigata Prefecture, summiting the peak and being faced with a lack of quality mountaineering equipment.
Yamai Shoten
1958-1963
The first company founded by Yukio Yamai was a hardware store that offered mountaineering gear alongside other hardware. As a retail location, there aren't bespoke items being created at this time. Few details exist about this period, but the original Yamai Shoten porcelain sign is on display at Snow Peak's Niigata Headquarters.
Snow Peak is Trademarked and Growth Accelerates
1963-1967
In 1963, Snow Peak was trademarked and the first Snow Peak logo was introduced. Yukio Yamai, a prolific mountaineer, took Yamai Shoten from a hardware company to one that developed original mountaineering equipment, marketing it nationwide. One year later in 1964, a second company called Carp is formed. Its focus is fishing equipment for the rocky shores of Japan. These pieces highlight Yukio’s inspiration, and the often hand-made equipment from Niigata, Japan.
The Yamakou Era Begins
1968-1980
As Snow Peak entered the late 1960s, its product offering saw large expansion and the development of parent company Yamakou. However, this rapid expansion lacked innovation, ultimately causing to Snow Peak to become a deprioritized brand, where employees fell under the label "Madogiwa Zoku” or “the window tribe", for their senior position but limited contribution. This lack of unified vision can be seen in the multitude of colors, graphics and typefaces on packaging and product.
The Collapse of Mountaineering in Japan
In the late 1970s, the mountaineering boom that brought Yamai Shoten, Snow Peak and Yamakou to life falters. This collapse of the market almost leads to Snow Peak's closure, but will ultimately fuel its next stage.
A New Era and Camping Style
1981-1990
A new era for Snow Peak began after Yukio Yamai’s son, Tohru Yamai returned from a stay in America experiencing car camping. His vision of bringing American camping to Japan was a dramatic shift for the company. After multiple iterations, the creation of a unified product line was born: the Single Layout System. Tohru’s complemntary passions for the outdoors and in building comfort for Snow Peak customers has remained a primary philosophy nearly 40 years later.
The Bubble Economy Bursts
In the late 1980s, Japan suffers a sharp economic decline. As people look for more affordable recreation options, western style car camping finds its footing and explodes in popularity.
The Outdoor Life Creator
1990-1995
As products like the Multi-Stand take hold, and Snow Peak begins development of its first tents, tarps and accessories a new identity is developed to celebrate a new way of camping. This mission comes to life as the "outdoor life creator", an early version of the slogan still used today and drove new product designs and offerings over the next half-decade.
One Brand, Different Focuses
1995-2005
30 years after it was created, sister company Carp is wound down and Snow Peak fully pivots to car camping goods and experiences. Briefly, Snow Peak creates a sub-division for this product line and brands themself as the Fishing Lifestyle Creator.
Snow Peak Takes Hold
1995-Present
After going through a complete overhaul of the business, Snow Peak evolved into a direct to consumer business. Priority was given to lowering prices and engaging one on one through events. Longstanding products were refined as new pieces were added. The Single Layout System evolved into the Snow Peak Layout System further refining the approach to modular, flexible product design. In a full circle moment, American backpackers discovered the quality of the brand's mountain gear, opening the door for Snow Peak to a new country for the first time in their history.
