OYUKI® was born in Niseko, a ski area located on Japan’s northern island of Hokkaido. In winter, Hokkaido is completely covered in snow. Towns are buried by it, life slows and bends with the weight of it.

Locals are forever digging, barely able to keep their cars and properties clear as the snow literally piles up around them. In Japanese ‘OYUKI’ means ‘big snow’, which is our way of reflecting on the unique environment OYUKI® calls home.