The New Worldview of "MARMOT CAPITAL," Born from a Street Interpretation of Outdoor Wear

Born in California, America, "Marmot" is an outdoor brand with over 50 years of history, loved by many in Japan. From Marmot comes the new brand "MARMOT CAPITAL," born last year with a completely new concept.

Let’s delve into the charms of MARMOT CAPITAL, from the story behind its inception to the new collection for AW 2024.

Marmot's Roots: Creating Gear for Alpinists

Marmot started in 1974 in California and has since expanded to become a global outdoor brand.

The origins of Marmot lie in creating gear such as sleeping bags for a university mountaineering club, and in 1976 it gained recognition for being one of the first outdoor brands to incorporate GORE-TEX material.

Today, it is a large-scale brand known for handling a wide range of outdoor gear, earning the support of many alpinists.

The Director: Kikuno, a Model & Creator

Having touched on Marmot's roots, let’s move on to the story behind the birth of MARMOT CAPITAL.

A new project began to create a unique brand for Japan. To achieve something that had never been done before with Marmot, one person was brought on as a director: Kikuno, who excels in various fields as a model, designer, and video creator.