Articles

New Values Created by Parks Project: Protecting the Natural Environment Is Stylish & Cool

2025.03.27

Recently, I can't help but be intrigued by the wear I see in various select shops.

While the clothing itself is basic T-shirts and sweats, I am captivated by the graphics inspired by the majestic nature. Looking at the tag, it reads, "Parks Project."

Apparently, they create products themed around national parks worldwide and donate a portion of the proceeds to support these parks.

I'm curious about where they originated and what kind of activities they undertake, so I asked Teruyuki Hikiji from National Park Solutions all my questions.

PROFILE

Teruyuki Hikiji

CMO of National Park Solutions

At "National Park Solutions," which aims for biodiversity and a circular society through national park-based businesses, he produces Parks Project Japan and engages in branding national parks domestically and internationally.

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An Environmental Conservation Project Launched in California

Where and how did Parks Project start?

It began in 2014 in the USA, founded by Keith Eshelman and Sevag Kazanci.

Through years of engaging in sports like surfing and trail running, they developed a desire to protect the natural environment and pass it on to future generations.

Thus, they started creating and selling products themed around national parks, donating a portion of their sales to park operations.

Why focus on national parks?

Because they are places where the natural environment is strictly maintained and managed by national laws.

We believe these parks embody our ideals and represent the best of the many parks available.

Why choose fashion as a means to promote the allure of national parks?

Our mission is to spread the importance of biodiversity and environmental conservation, under the slogan "Leave it better than you found it" and aim for a sustainable coexistence of nature and humanity.

However, simply conveying these messages directly does not resonate with people's hearts. Especially to pass the project on to the next generation and sustain it, we needed to involve young people.

For that, the aspect of "coolness" really matters.

The two founders originally worked for a global sports brand and were adept in the design methods of extreme sports like surfing and snowboarding.

We aimed for stylish and cool designs by blending the culture of action sports with music and art.

Since 2020, Japanese National Parks Have Also Been Included in Their Efforts

Are Japanese national parks also used as motifs?

Japan was the second country to expand after the USA.

About 70% of Japan's land is forested, and it is one of the world's leading natural countries, surrounded entirely by the sea. Nevertheless, the awareness of the natural environment among the Japanese people is not particularly high.

That's why Parks Project has a strong desire to protect Japan's environment, launching its project in Japan in 2020.

Which national parks are targeted in Japan?

The first national park in Japan was established in 1934, and now there are 35 as of March 2025.

Among those we have drawn inspiration from are Akan-Mashu, Joshin'etsukogen National Park, Nikko, Fuji-Hakone-Izu National Park, Ogasawara, Chubu Mountains, Yanbaru, and Yakushima.

Notably, the designs featuring Mount Fuji from Fuji-Hakone-Izu National Park and Kamikochi (Chubu Mountains) are very popular.

We are also committed to volunteer activities in national parks.

We donate a portion of our sales revenue back to regional nature conservation activities.

However, in regions where receiving donations is challenging, we engage in volunteer activities.

We regularly hold volunteer events such as trail cleanups and the removal of invasive species.

Expressing the Nature & Wildlife of National Parks Through Striking Graphics

Every item captures attention with its graphics.

The collection features T-shirts, sweatshirts, fleece, nylon outerwear, and various other goods.

The graphics inspired by national parks in the United States and Japan are linked to stories related to the parks.

Thanks to designs inspired by art, music, board culture, and American vintage, I believe the atmosphere is distinctly different from traditional souvenirs.

Are There Collaborations with Artists and Other Brands?

This season, items created in collaboration with the world-renowned rock band, Red Hot Chili Peppers, are being showcased.

This collaboration was made possible by their empathy towards Parks Project and features a special graphic that combines the CD cover art with nature.

Collaboration Items with Red Hot Chili Peppers

Previously, collaboration items with New Balance and Teva have been released.

Shoes in collaboration with New Balance's long-selling model, "Fresh Foam X Hierro v7," have also been launched. The upper is made from recycled materials.

The collection gives off an impression of many basic items that are easy to wear.

What we aim for is not merely fashion items, but rather a position similar to community wear.

Just as someone in Los Angeles might wear a Dodgers cap, I hope people will wear sweatshirts featuring their favorite national park logos. I believe that alone can signify their commitment to local branding and environmental protection.

Therefore, the collection mainly consists of basic items like sweatshirts and T-shirts that are easy to style.

Of course, we also strive to minimize environmental impact in terms of materials, manufacturing processes, and sales.

It's been 11 years since the project started; do you feel its impact?

In our home country, our Instagram following has exceeded 800,000, and we have also obtained B Corp Certification［1］, indicating significant growth.

On the other hand, I still feel a gap in awareness regarding national parks between the United States and Japan.

In Japan, the recognition and understanding of national parks are still low, and only a small number of people actively participate in things like volunteering.

However, I do sense a growing awareness of environmental issues among the younger generation, and I want to elevate this awareness through the activities of Parks Project.

Valuing and acting for the natural environment is stylish and cool. Parks Project is creating and promoting this new value globally.

《Note》
［1］An international certification system established by the non-profit B Lab in Pennsylvania, USA. Only enterprises with high public interest that consider environmental and social impacts are granted certification labels after rigorous evaluations.

Text by Ryota Osujo