About Fubuki

FUBUKI™ emerged from Niseko, Japan, courtesy of Swedes, and nurtured by a global snow-loving crew. Despite its fame in the snowsports world, it's a shocker that founders Kalle Norman and Christofer Ljunggren still run the show.

And no, these two aren't the only ones managing it. The 26-year-old (currently) Swedish pals since childhood take care of everything, from creating new products to handling partnerships to dealing with the finances to promoting to customer service to... you get the picture. Before Kalle started storing snowboard boots in his dorm room, he went on a skiing trip to Hokkaido, Japan - one of the snowiest places on the planet. In fact, the Japanese language has over 100 words just to describe snow. FUBUKI means "snowstorm", which is fitting since, on a stormy day while skiing in heavy powder, Kalle stumbled upon the unique, unbranded, waterproof winter boots that all the lift operators and locals were wearing.

This is how FUBUKI began, although the company and its name weren't even a thought yet. From the very beginning, these boots were made for those who live and breathe snow. And in the most snow-filled corner of the world, hidden in plain sight, were two core beliefs that would define FUBUKI:

Durable, warm, waterproof boots should not be boring.
Durable, warm, waterproof boots should not be heavy.

The brand's products are worn by a diverse group of individuals, including skiers, fishers, movie directors, and polar researchers. The big hype surrounding the brand can be attributed to its durability, comfort, and design, but some also credit the brand's Japanese origins. One thing is certain though, the brand is here to stay.

FUBUKI offers a unique alternative for individuals who boldly create their own paths on the winter's unexplored terrain, breaking away from the cliched notions of toughness and rigidity.

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