About Oyuki
BIG SNOW
OYUKI was born in Niseko, a ski resort located on Japan’s northern island of Hokkaido. In winter, Hokkaido is completely covered in snow. Towns are buried by it. Life slows and bends with the weight of it. Highway speeds are reduced, structures have to be built to withstand the pressure and locals are forever digging or blowing, barely able to keep their cars and properties clear. In Japanese ‘Oyuki’ means ‘big snow,’ which is their way of reflecting a unique environment that can be both a burden and a blessing.
SMASH POW
The Japanese characters (kanji) in their logo translate to mean ‘smash pow.’ While the depth of snow in Niseko can make life difficult, it’s certainly not without benefits. If it has snowed thirty inches overnight, as a skier or snowboarder, there’s only one thing to do. Smash pow.
DEEP POWDER ESSENTIALS
Oyuki's desire to ‘smash pow’ is what drives all phases of their product development including designing, testing and manufacturing. The crew behind OYUKI all ski or snowboard. They've chosen their team of riders based on their love of snow and the mountains, rather than competition results or magazine spreads, because they believe they will take the spirit of OYUKI with them on their winter adventures. Everyone that works at OYUKI knows what it feels like to fly through fields of powder, weightlessly and effortlessly. This is the feeling they want to share by keeping fellow riders warm, dry, comfortable and out there smashing pow.
#smashpow
