That’s how Chelsea Parrett of Snow Peak’s Portland team describes the brand’s first foray into clothing. It’s a description that would sound laughable or contrived in almost any other situation, but as Chelsea rattles off the expression, it’s as if she’s stolen the words right out of my mouth. Snowpeak’s soul is in Northwest Japan where the brand was founded fifty-six years ago, but since arriving in America in the late nineties they’ve been at the forefront of the “gentleman camper,” movement, which has deftly intertwined aesthetically pleasing designs with highly functional products.
Snow Peak’s camping gear is nothing short of beautiful, to the point that it makes you question whether a coffee mug, or a collapsible stool, or even a spork is better suited for a campsite or a display case at MoMA. The collection also lies at the midpoint of ingenuity and elegance, but it’s that “future Amish” vibe that places Snow Peak’s clothing in a different realm, one that is far more thought provoking than many of its outdoor competitors.