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FUBUKI

If you’ve seen FUBUKI boots in the wild, you remember it. Maybe the bright orange (or pink, or blue, or yellow!) caught your eye. Perhaps you were shocked by the wearer’s impossibly light footsteps - are those winter boots or slippers?? Maybe you just thought the penguin logo was cute. Us too.

You’re here because you’ve seen our boots. This is the story of everything you don’t see. No marketing gimmicks; just a true story. So kick your boots off and stay awhile. Or don’t - it’s natural to never want to take them off.

FUBUKI was conceived in Niseko, Japan, founded by Swedes, and cultivated by an international snow-loving community. With its global acclaim from professionals and amateurs alike in the snowsports industry, it frequently comes as a surprise to know the company is still operated by its founders, Kalle Norman and Christofer Ljunggren.

And no, it’s not just corporately managed by these two. The 26-year-old (at the time of writing) Swedish friends since childhood handle everything, from designing new products to managing the warehouse to marketing to customer service to… you get the point.

Before Kalle found himself stacking pallets of boots in his student apartment, he took a ski trip to one of the snowiest places on Earth: Hokkaido, Japan. In fact, the Japanese language uses over 100 words to describe snow. FUBUKI translates to snowstorm, and it’s fitting that, on a stormy day while skiing overhead pow, Kalle discovered the unique, unbranded, waterproof winter boots that all the lifties and locals wore.

This was the humble origin of FUBUKI, though the company nor the name did not yet exist. Since the company’s inception, the boots have been designed for people who spend their entire day, and often a greater portion of their lives, on snow. And hidden in plain sight, on the feet of every down-to-earth local in the snowiest place on the planet, stood two fundamental tenets that would shape FUBUKI:

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