A Ski Trip to Japan Gave Life to a New Brand
FUBUKI (吹雪), the way people know it today, was founded in Stockholm, in late 2018, by two Swedish skiers/university students. 2018, however, was not the year things originally started. The idea behind the company was formed two years earlier when one of the two founders returned from a 30-day long ski trip to Niseko, Japan. Among the many things he had fallen in love with during the trip, the most noteworthy one was the orange rubber boots he had seen on the feet of the local mountain workers. In fact, his fascination for these boots, looks and function, immediately caused him to start working on his own version of them. When later joined by his partner in crime, it didn’t take long before FUBUKI was a fact. The name? Meaning “snowstorm” in Japanese, FUBUKI was an obvious pick.