Snow Peak's journey began in 1958, when its founder, Yukio Yamai, an accomplished mountaineer who created his own line of superior climbing gear out of the discontent for the gear on the market then. It is the companies birthplace and Yukio's heritage that they look to whenever at the drawing board to create the next piece of outdoor gear. Snow Peak takes alot of inspiration from its home, in Sanjo City, which is situated in the Chūetsu region of Niigata prefecture, where a range of mountains rises up to an altitude of 8,051 ft. This rich environment naturally evokes a strong connection to the outdoors. For the people born and raised here, nature is a part of life. It is this place that inspired Yukio Yamai, the founder of the brand, and to this day continues to inspire all of the products that come from snow peak. From 1980 to the present, Snow Peak has been run by Yukio’s son, Toru Yamai who has brought the company to national recognition as a brand which inspires people around the world to enjoy the outdoors and find harmony with nature. Toru believes that it is snow peak's mission to bring people closer to nature; that by spending time out of doors we find our humanity. Presently, the next generation of the Yamai legacy is being brought forward by Yukio's granddaughter, Lisa Yamai, who in 2014 launched snow peak apparel. With great acclaim from the fashion and outdoor industries, Snow Peak apparel has appealed and inspired a new generation of outdoor enthusiasts.