The authentic campsite

In recent years, camping has gone from being a low-budget option to starting a trend. For many, the outdoors is now not an option for a cheaper holiday, but an expression, where the quality of the campsite and the details become an important part of the experience. And why compromise on style and quality to be in nature?

It's not about glamping, but a genuine way to get as close to nature as possible without compromising on comfort. Where your own style and sense of quality can follow thanks to well-designed and functional equipment, but where you can also bring authentic and professional outdoor products into your everyday life.- I think people are looking for unique and special experiences when they have travelled enough in the traditional way. They have discovered that they can spend time outdoors in a comfortable way with the right equipment and tools. They realise that this gives them a richer experience on a completely different level than staying in a luxury hotel," says Kei Sato Head of International Sales at the Snow Peak brand.

Snow Peak offers just that. Products where traditional Japanese craftsmanship meets function. Something for design-conscious and forward-thinking adventurers who appreciate the authenticity of living in nature, but want the same comforts of home.

The company was founded in 1958 by mountaineer Yukio Yamai. The first product was an ice axe for mountain climbing. Today, Snow Peak also has a successful fashion line, designing both fashion and equipment for a growing clientele of outdoor enthusiasts.

And perhaps we value nature and the outdoors more than ever before. We want experiences and products that are meaningful and connect us to history. The cup we drink from should keep us warm, but it also matters how it feels in the hand and what it conveys in terms of style.

Snow Peak's popular Tabiki fire place is one example. Designed to protect the ground from the grill fire, it's perfect for barbecuing and becomes the camp's warming centrepiece with its triangular shape. The minimalist Titanium Single Cup that can be placed directly over the fire is another. Instead, the Yeti brand offers functional premium coolers that keep food and drinks fresh during a boat trip or excursion. Products and equipment that are made to deliver whether you're in a forest glade or climbing Mount Everest. Or enjoying a coffee at home.

Wai Tsui, the founder of the Hiking Patrol platform, who inspires his Instagram followers with a combination of outdoor life and design, has Snow Peak's cups in his kitchen. - There's a demand for quality Japanese products: a cup that you drink coffee from in the morning can still be used for camping and vice versa. Nothing needs to be defined for a specific purpose. Myself and many people I know buy products for the home that we also want to be able to take with us to future homes. Furniture and details that have an identity.

Wai Tsui started Hiking Patrol when he was on paternity leave during the pandemic. Long walks and hiking in the nature around Oslo made him appreciate the outdoors in a different way, partly because he had spent a lot of time isolated at home and partly because it was a way to still be social. Hiking Patrol's Instagram account, which has over 140,000 followers, features fashion, design, architecture and sneakers, walking the line between fashionable lifestyle and the outdoors. Hiking Patrol also collaborates with various global brands through meaningful campaigns and photo shoots.

People want the same quality of everyday life as when hiking in the mountains.

Wai Tsui argues that the trend of being and working outdoors is not really new, but started even before the pandemic. Brands are using the outdoors in their marketing, and being outdoors has become an activity alongside meditation, yoga and healthy eating to counteract physical and mental illness.

– When someone says 'outdoors', we immediately think of activities like hiking. But nowadays, 'outdoor' is also walking in the forest and taking walks - it's basically being outdoors, he says.

In the past, ski jackets were only for skiing, hiking trousers only for hiking, while Wai Tsui, like many others, now uses functional clothing in everyday life.

People want the same quality of everyday life as when hiking in the mountains, says Tsui.

Kei Sato from Snow Peak agrees: "Outdoor gear and outdoor fashion used to be typically outdoor orientated and not fashion conscious at all, until recently. They didn't fit right, the colours were outdated and you just didn't want to wear them in the city. Honestly, I think Snow Peak is one of the few brands that introduced both functional and fashionable products in both equipment and clothing.

That a Japanese brand would take that step was not far away. In Japan, proximity to nature has always been central. Camping is a popular hobby and people like to live naturally in contrast to the high-tech culture that surrounds them.

And who doesn't want the best of both worlds? Wherever you choose to drink your morning coffee, the flavour and aroma of freshly ground coffee beans is enhanced when a professional and collapsible coffee grinder makes it possible against the backdrop of fresh mountain air and the sound of birdsong.

Expert tips: What to think about when buying outdoor gear

Wai Tsui, Hiking Patrol: It's best to buy something that will last over time. I also recommend buying multifunctional products that can be used for multiple purposes.

Kei Sato, Snow Peak: Make sure the products you buy are eco-friendly and made by companies that are committed to sustainability. You will appreciate it when you find yourself in the middle of nature.