A Ski Trip to Japan Gave Life to a New Brand
Fubuki, the way people know it today, was founded in Stockholm, in 2018, by two Swedish 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. In Sweden at that time, stepping into a pair of colorful, lightweight rubber boots in the middle of the winter was an unfamiliar, almost exotic, phenomenon. In Niseko, on the other hand, these boots had been worn by the local mountain workers for as long as anyone could remember. What better footwear could there be to combat the massive amounts of snow hitting the area each winter? None if you were to ask the residents of Niseko. None if you were to ask the founders of Fubuki.