25/10/23
“Snow, Froze And Wander”
F/W
Like some other precious brands, And Wander is above all an intimate story. A personal experience. That of Keita Ikeuchi and Mihoko Mori, who spend their weekends and holidays walking and camping in the Japanese countryside and mountains. It’s worth noting that in Japan, camping and hiking are activities practised by young working people, not just families. At the end of the 2000s, Keita Ikeuchi and Mihoko Mori couldn’t find any equipment, clothing or accessories worth their money. The two future founders of And Wander were already in the fashion business, working for Issey Miyake.
So, with a wealth of professional know-how, a rich Japanese subculture and appetite for outdoor clothing, and a desire to enjoy, wander and roam in the best that nature has to offer (literally, “wander”), the two friends combined their skills in 2011, and the And Wander brand was born.
In addition to a science of design with perfect Japanese cuts and sober, restrained colours that are the opposite of the traditional garish ones, the And Wander collections also stand out for their relative technical simplicity. There’s no question of climbing 8,000 metres. Japan’s topography, although very mountainous, does not reach more than 3776 metres with Mount Fuji. So you need to be prepared for adventure, but without going to survivalist extremes. Waterproof, windproof, lightweight and suitable for layering are the main characteristics of the label’s products. Some pieces are more technical for seasoned adventurers, while others incorporate organic materials for simple walks in the woods. So by not overdoing it on the high-end technical side, And Wander offers controlled collections for the ordinary city dweller.
