to be rained upon caught in wind or simply trekking the mountain is fun
01 brand dna
brand dna: "and wander"
“and wander” is a Japanese outdoor brand that combines functionality and innovation encouraging the outdoor enthusiasts to connect with nature. Launched in 2011 by Keita Ikeuchi and Mihoko Mori who worked together as designers at ISSEY MIYAKE.
“and wander” was created to enjoy fashion in the mountains, in nature as well as in the city. The brand operates based on their philosophy: “The fun of playing in the mountains” embracing the spirit of adventure with a sustainable touch. The philosophy is seen throughout their collections and the user-participating hiking club.
mission
To offer globally and distinctively functional and innovative products for unique outdoor experiences.
vision
Embrace the spirit of adventure: encourage and equip people to unlock their adventurous spirit and connect with the natural world.
and wander’s philosophy: “The fun of playing in the mountains” embraces the spirit of adventure with a sustainable touch.
and wander’s philosophy: “The fun of playing in the mountains” embraces the spirit of adventure with a sustainable touch.
“and wander” is a Japanese outdoor brand that combines functionality and innovation encouraging the outdoor enthusiasts to connect with nature. Launched in 2011 by Keita Ikeuchi and Mihoko Mori who worked together as designers at ISSEY MIYAKE.
“and wander” was created to enjoy fashion in the mountains, in nature as well as in the city. The brand operates based on their philosophy: “The fun of playing in the mountains” embracing the spirit of adventure with a sustainable touch. The philosophy is seen throughout their collections and to the user-participating hiking club.
Mission
To become a globally recognized outdoor brand offering functional and innovative products and experiences.
Vision
Embrace the spirit of adventure: encourage and equip people to unlock their adventurous spirit and connect with the natural world.
durable, functional and innovative outdoor apparel
“and wander” specialises in outdoor clothing and gear combining durability, functionality and innovation. Using cutting edge techniques and practical design details their apparel is functional withstanding various weather conditions as well as comfortable for the outdoor enthusiasts.
broad product range
The brand’s product range includes hiking apparel, footwear, backpacks and accessories, designed with a focus on versatility and sustainability. “and wander” emphasises the use of sustainable materials and manufacturing processes, aligning with their commitment to environmental conservation.
The brand has flagship product lines which they continue to improve as well as introduction of new lines. They divide their collections between autumn/winter and spring and summer. All collections can be found on the website dating back to 2011.
The products are intended for different outdoor activities such as hiking, trekking and climbing. Moreover, “and wander” strives to adapt their gear to meet urban style needs as well, often taking inspiration from streetwear and different subcultures.
Intended for different outdoor activities such as hiking, trekking and climbing “and wander” aims to have their products suitable for the city as well.
product research and signature reflective details
Research and development are important to “and wander’s” process of product creation. They test items in the field, taking them to the mountains to see what improvements could be made and where there is a need for new designs. The brand’s design characteristics include signature reflective piping and taped seams, low-key logos and subtle graphic prints.
“and wander’s” signature designs: reflective piping and taped seams, low-key logos and subtle graphic prints.
premium position in the outdoor market
“and wander” occupies a premium position in the outdoor fashion market. As a fit-for-purpose brand they have a higher price point compared to more mainstream outdoor brands such as the North Face and Nike ACG. Compared to the higher priced brands like Arc’teryx and Konundrum, “and wander” appears more affordable. Their pricing strategies focus on maintaining a balance between affordability and the premium quality associated with the brand’s products.
The products range from 30€ t-shirts to 500€ waterproof jackets. Therefore, their pricing is positioned to attract outdoor enthusiasts of various budget ranges, while still maintaining a focus on craftsmanship and high-quality, sustainable materials. The brand’s expertise are visible in their detailed product descriptions. They provide information about the materials used as well as specific features like water pressure resistance and moisture permeability ensuring that customers get value for their money.
“and wander” is a premium brand in the outdoor fashion market. With their varied range they appeal to a wider audience.
"and wander" online
“and wander” products can be purchased on their official website, where you can shop by category or by year and season (SS or AW). The website offers international shipping, enabling customers from different countries to access the products. “and wander” also partners up with selected online retailers such as Highsnobiety, Net-a-porter and MR PORTER to expand their reach and make their products more accessible worldwide.
“and wander” has six physical stores, all in Japan. Four are in Tokyo, one in Osaka and one in Nagoya. “and wander” also partners up with physical retailers in China, North America, the Middle East and Europe. Their European retailers are located in Germany, France, Italy and Spain to name a few. Despite the multinationality of their European retailers, their existence are unknown to many due to the lack of brand awareness. As a result, potential customers are a further step away from becoming familiar with the brand.
Raising brand awareness and engaging with the target audience through exclusive collaborations and community activities.
brand awareness and customer loyalty
“and wander” uses a combination of digital marketing strategies, social media campaigns, limited-edition releases and exclusive collaborations to raise brand awareness and engage with the outdoor enthusiasts.
instagram — the main social media channel
Their main social media channel is Instagram where they publish content announcing new collection and product drops, collaborations and journal issues. The posts vary from images to reels. Their visually compelling nature based imagery and calming storytelling are applied to showcase the brand’s products in real-world outdoor settings, inspiring customers to embrace adventure following “and wander’s” vision.
Raising brand awareness and engaging with the target audience through exlusive collaborations and community activities.
“and wander” utilises a combination of digital marketing strategies, social media campaigns, limited-edition releases and exclusive collaborations to raise brand awareness and engage with their target audience.
Their main social media channel is Instagram where they publish content announcing new collection and product drops, collaborations and journal issues. The posts vary from images to reels. Their visually compelling nature based imagery and calming storytelling are utilised to showcase the brand’s products in real-world outdoor settings, inspiring customers to embrace adventure.
exhibitions and activations
To connect with their community “and wander” creates exhibitions and other small activations. The running exhibition,
OUTDOOR GALLERY with the travelling media PAPERSKY, showcases local crafts and art from “nature-loving” creators.
The most recent activation over Instagram is the Mr. Takao Photo Rally, encouraging users to post a photo of a designated spot on to win a special Salomon x and wander hand towel.
journal
“and wander” produces journal content consisting of interviews. To name a few they have brand collaboration interviews, special cooking segments called the “Chef’s mountain rice” showcasing different Japanese chefs and their recipes. “My way and and wander” is brand lovers’ personal stories and interests varying from architecture to mountain hiking.
hiking club
The “and wander” Hiking Club offers experiential opportunities for their audience to engage with the brand and its products. The Hiking Club organises hiking tours, workshops and events in different parts of Japan. The club also promotes nature conservation and “and wander” pledges to support the cause by donating a part of their sales.
The Hiking Club organises hiking tours, workshops and events in different parts of Japan.
