Hygge is the wisdom of a lifestyle that values family time.
Outer Mountains:Listening to Mr. Aiba, I feel that there are many points in common with the hygge concept that Yeti has.
Market Price:I think that hygge can be interpreted in various ways. What kind of image do you have of hygge?
Outer Mountains:Scandinavian winters are long and dark, but I want people to have a happy and cheerful time during such seasons. At the core of this idea is communication with family and the people around you.
The base of Hygge is communication, says Mr. Toyama.
Outer Mountains:In Denmark, the birthplace of Hygge, we often encounter a scene where the husband cooks on weekends, invites people into the house, and entertains everyone. They communicate naturally with those of us who come from outside. I am sure this is what hygge is all about.
Market Price:It may be similar to the life in Italy where I stayed for my culinary training.
Outer Mountains:It's not just in Scandinavia, but it's permeating Europe and the United States as well. And Italy, of course.
The "Mountain House" was furnished from the perspective of how to best relax when spending time with the family.
Market Price:Italians take very good care of what's inside. The interior decorations they use are not expensive at all, but they have family photos on them, and they put important things on the shelves. They can explain each and every one of these things. I think it's wonderful that they value things so much. I feel that Japanese people are the opposite, trying hard to make the outside look good. They are always trying hard to make the outside look good.
Outer Mountains:That's exactly what hygge is. Maybe that's what essential happiness is all about.
Market Price:I also use this in the creation of my restaurants, and I am always thinking about what kind of situation or space would be comfortable for customers.
Outer Mountains:I visited Mr. Market's store the other day.
Market Price:Thank you very much.
Outer Mountains:There is something about it that makes me feel strangely at home. The space, the food, the communication with the staff. I could feel the thoughtfulness in everything. It was very pleasant.
Market Price:We aim to create a restaurant where you can feel the comfort of home, so everything is set up in a home setting. We use tableware and lighting that is not for commercial use, but rather the kind of things you would use in the living room of a normal house. I think that is one of the reasons why people feel comfortable.
flow to the Yeti
Huge thoughts.
Outer Mountains:We all admire the lifestyle of Mr. Aiba, but it is not something that can be realized easily. That's why I hope that through "Yeti," people will be able to feel "hygge" in their daily lives, such as when they "wear" or "use" the products.
Market Price:I was allowed to wear a down coat a while ago, and I felt that it is not a part of the outdoor brand. It doesn't look like petroleum products, and it doesn't have the shiny feeling that is typical of outdoor wear.
Outer Mountains:Thank you very much. Actually, I brought other products as well. This blanket is one of our best-selling items.
Mr. Ichiba couldn't resist trying it on. The rectangular blanket can also be used as an outer layer (cloak).
Market Price:I love this color so much.
Outer Mountains:It can be used as a blanket, and can also be worn by fastening the buttons.
Market Price:I wish I could use this in my store....
LIGHT DOWN QUILT BLANKET ¥35,000+TAX
Outer Mountains:In fact, in its home country, it is a royal outdoor brand that emphasizes specifications. However, for the development of the brand in Japan, we have been promoting branding and clothing creation from a hygge perspective.
Market Price:It is unusual and interesting to express that concept in apparel.
Outer Mountains:To be more specific, we wanted to incorporate the "touch" and "feel" of daily life. Fleece is one example.
This jacket is made of thick, comfortable fleece. The outer fabric is a blend of polyester and wool, giving it the warmth that only natural materials can provide.
FARET OVER JACKET ¥42,000+TAX
Market Price:The texture is gentle to the touch. The fur is neither too long nor too short. But most of all, I like the sense of color. The colors used are not like those of an outdoor brand, but rather apparel-inspired.
Outer Mountains:Rather than focusing too much on specifications, we are conscious of natural coloring and making sure that our products fit in with everyday clothing. I think our way of expressing hygge is to add a twist that is in tune with the Japanese lifestyle.
The Crystal Down logo is attached to all down products.
Outer Mountains:However, our signature is our down. We use the highest standard of down, Crystal Down, in all of our products. This is the soul of our brand.
NORDIC DOWN JACKET ¥60,000+TAX
Outer Mountains:Down is a good business from a livestock farmer's point of view, since the price of down has skyrocketed worldwide recently. So there are many cases where feathers are harvested from live birds. But at Crystal Down, we make it a rule not to take feathers from birds that have not been raised for food.
Market Price:The story is great too.
Outer Mountains:Although it is not yet well known, we hope that the concept of Hygge will spread along with the brand at the same time.
Market Price:It is true that one way to incorporate the hüge mindset is through Yeti's clothes. Yeti clothes give us a sense of relaxation in the midst of our busy working lives. Isn't that nice?
