Collection:
Women's FUBUKI
Fubuki is Japanese for snowstorm, and the brand was born in Niseko, a ski resort on Hokkaidō famous among skiers worldwide for the heaviest powder dumps on the planet.
Anyone who has lived through a Niseko winter knows that conventional winter boots hit their limits there: leather gets heavy, membranes freeze through while standing at the lift.
Fubuki therefore bet on a light foam construction that insulates with air, weighs a fraction of standard winter footwear and slips on at slipper speed.
The brand was founded in Niseko by two Swedes, Kalle Norman and Christofer Ljunggren, and in 2019 they started with a hundred pairs.
Add a striking retro look inspired by work and polar boots that turned a technical shoe into an urban affair: what was created for waiting for powder now walks through snow-covered cities across Europe.
Fubuki is an example of a product with an unimpeachable birth certificate: a winter boot conceived in a place where winter lasts half the year and snow falls by the metre.
That kind of origin cannot be dreamt up in a marketing department.
It can only be lived — and then the boot built from it.
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