Typically, entering a store entails making a beeline for the clothing racks. For those who appreciate design, that is not the case at White Mountaineering. The brand’s flagship in Shibuya is designed to feel like a hip mountain lodge and has an intricately and beautifully designed wooden floor that commands attention.
White Mountaineering is a celebrated Japanese brand that focuses on Japanese-style fashionable outdoor wear. Its motto, “The field in which we wear clothes is all outdoors: One, design. Two, utility. Three, technology,” is reflected in the clothing. The brand collaborates with the likes of Barbour and Addias and has had work showcased on the Milan and Paris runways.