“Snow, Froze And Wander”
Just like a few other top-notch brands, And Wander is deeply personal. It’s the passion project of Keita Ikeuchi and Mihoko Mori, who love to explore and camp in the Japanese countryside and mountains during their weekends and holidays. Fun fact: in Japan, camping and hiking aren’t just family activities. Many young professionals enjoy them too. But by the late 2000s, Keita and Mihoko couldn’t find any gear or clothing worth spending their money on. Considering they were both in the fashion scene and worked for Issey Miyake, that’s saying something.
So, with their professional know-how, love for outdoor gear, and a yearning to just enjoy and wander in nature’s beauty, they combined their passions in 2011 and created the brand And Wander.
Beyond its awesome design with that unique Japanese touch, subtle colors, and a break from the usual loud colors, And Wander’s collections stand out because of their straightforward tech. We’re not talking about gear for climbing Everest here. Japan’s tallest mountain, Mount Fuji, is only 3,776 meters high. The gear is about adventure, but not extreme survivalist stuff. It’s waterproof, windproof, lightweight, and great for layering. Some items are more technical for the hardcore adventurers, while others use natural materials for chill forest walks. By not going overboard with high-tech, And Wander offers cool collections for the everyday urban dweller.