and wander
and wander is a Japanese outdoor brand, founded in 2011, that designs and sells technical hiking and trail apparel, accessories, and collaborative footwear for urban-outdoor consumers through DTC e-commerce, 11 owned Japan stores, and a global wholesale network spanning 25+ countries.
- Company typePrivate
- Founded-
- HeadquartersTokyo, Japan
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What and wander does
and wander inc. is a privately held Japanese outdoor brand founded in 2011 that designs, produces, and sells technical hiking and trail apparel, accessories, and (through collaborations) footwear for consumers who split time between urban and outdoor environments. The product portfolio centers on technical fabrics, minimalist construction, and a fashion-forward aesthetic that allows the same garments to function on trails and in city settings; an example anchor product is the Altra x and wander Lone Peak 9+ trail running shoe, which retails at $180 and uses Vibram Megagrip outsoles.
The company operates a multi-channel go-to-market model. Its owned channel includes the andwander.com DTC e-commerce site, an official iOS/Android shopping app, and 11 company-operated retail locations across Japan (Miyashita Park, Marunouchi, Ginza Six, Takanawa, Gotemba Premium Outlets, Nagoya Lachic, Minamisemba, Osaka Grand Front, Kyoto BAL, Fukuoka) plus a mobile retail van for popups. Distribution is also supported by an extensive third-party retail network — specialty outdoor stores (SORA, BEAVER, Alpen), fashion boutiques (END., Slam Jam, Tenue De Nimes), department stores (Galeries Lafayette, Harvey Nichols, SKP), and online platforms (Hypebeast, Rakuten Fashion) — across more than 25 countries in Asia, Europe, North America, South America, the Middle East, and Oceania.
Revenue is generated through one-time product sales, supplemented by co-branded collaborations with complementary brands (Altra, 2025; Gramicci, 2024). Marketing is community-led through the Hiking Club program — organized group hikes and runs, content journals, and event-based activations at retail locations — designed to build recurring engagement and content assets. Pricing is not publicly disclosed; the company is privately held, with no parent company, no disclosed funding history, and no management team information available in the source data.
and wander firmographics
Firmographics- Name
- and wander
- Legal name
- and wander inc.
- Website
- https://andwander.com
- Company type
- Private
- Operating status
- Operating
- Short description
- and wander is a Japanese outdoor brand, founded in 2011, that designs and sells technical hiking and trail apparel, accessories, and collaborative footwear for urban-outdoor consumers through DTC e-commerce, 11 owned Japan stores, and a global wholesale network spanning 25+ countries.
- Ownership category
- akta.pro rank
and wander industry classification
Industry- Product category
- Outdoor Apparel
- NAICS
- Clothing and Clothing Accessories Retailers (45811), Sporting Goods Retailers (45911)
- SIC
- Retail-Apparel & Accessory Stores (5600), Retail-Shoe Stores (5661)
- akta.pro primary industry
- Outdoor Clothing & Footwear Retail (Camping/Hiking/Climbing) (CRAMAMAK)
- akta.pro secondary industries
- Outdoor & Active Lifestyle Apparel Retail (CRAAABAL), Camping, Hiking & Backpacking Gear Retail (CRAMAMAA), Outdoor & Hiking Footwear (CRAAACAD)
Keywords
Where and wander is headquartered
LocationHeadquarters
- HQ city
- Tokyo
- HQ country
- Japan
- HQ region
- Asia
Offices11 records
Markets served
and wander business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Others
Revenue model
- Product Sales - Apparel and Accessories: Direct sales of outdoor clothing, footwear, and accessories through owned e-commerce and retail stores, as well as through third-party retail partners domestically and internationally.
- Brand Collaborations: Collaborative product releases with complementary brands (Altra trail running shoes, Gramicci apparel) that generate revenue through co-branded product sales while expanding brand reach.
Go-to-market motion3 records
Distribution channels5 records
Marketing channels5 records
and wander product offering
Product offeringCore offering
and wander is a Japanese outdoor brand that designs and sells technical, minimalist apparel, footwear, and accessories for hiking, trail running, and everyday urban wear. The company operates its own e-commerce store, physical retail locations across Japan, and a community Hiking Club program, distributing products both directly and through an international network of specialty retailers.
Product overview
and wander is a Japanese outdoor technical fashion brand offering a unified product portfolio centered on outdoor apparel and accessories designed for trail, street, and everyday wear. The brand operates its own e-commerce platform (Online Store), manages physical retail locations across Japan and internationally, and runs the HIKING CLUB community program that connects customers with outdoor experiences. The product line emphasizes functional design that bridges outdoor performance with urban aesthetics.
Differentiator
Problem solved
Functional benefit
Products and services
- and wander Outdoor Apparel and Footwear Technical outdoor apparel, footwear, and accessories designed for hiking, trail running, and everyday urban wear, blending functional performance fabrics with minimalist Japanese fashion aesthetics for individual consumers.
- and wander HIKING CLUB A community activity program offering group hiking, trail running, and outdoor experiences in Japan that connect mountains and nature with urban life, with beginner to intermediate courses and staffed support.
- Altra x And Wander Lone Peak 9+ Collaboration Co-branded trail running footwear combining Altra's Lone Peak 9+ technical platform with And Wander's design aesthetics, featuring Vibram Megagrip soles and graphics, sold to outdoor and trail running consumers.
- Gramicci x and Wander Second Collection Co-branded apparel collection merging Gramicci's climbing and outdoor heritage with And Wander's technical fashion aesthetics, sold to consumers seeking functional outdoor wear with fashion-forward design.
Quantifiable outcome
- Second collaboration with Altra in 2025 demonstrates continued brand partnership traction
- +1 more outcomes
Companies that use and wander
Customer profileSegments2 records
Ideal customer profiles2 records
and wander technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
and wander partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- AltracoreSecond collaboration in 2025 featuring the Lone Peak 9+ trail running shoe in two colorways priced at $180. This collaboration marks Altra's first shoe to include graphics, incorporating And Wander's design aesthetics with Altra's technical footwear platform featuring Vibram Megagrip soles for enhanced trail traction. The partnership targets consumers who use gear across trails, streets, and everyday settings.
- GramiccicoreSecond collection collaboration with Gramicci, expanding on a previous partnership. Combines Gramicci's climbing and outdoor heritage with And Wander's technical fashion aesthetics.
Scale indicators1 record
Recent moves5 records
Expansion highlights4 records
and wander competitors and assessment
Company assessmentDirect peers
- Snow Peak: Japanese outdoor and lifestyle brand offering technical apparel, gear, and camping equipment. Most directly comparable peer given shared Japan origin, technical outdoor positioning, and overlap with hiking and trail running customer segments.
- Gramicci: US-Japan outdoor and climbing apparel brand with strong crossover into lifestyle. Comparable as a co-collaboration partner and as a peer serving the climbing/hiking/casual crossover customer that and wander targets.
- Nanamica: Japanese technical outdoor and urban fashion brand blending functional performance with contemporary design. Closely aligned with and wander on the Japan-origin technical-fashion-aesthetic positioning and shared urban/outdoor crossover customer.
- Fjällräven: Swedish outdoor apparel and equipment brand with strong hiking heritage and similar crossover between technical outdoor and lifestyle appeal. Comparable on product breadth (apparel, packs) and international specialty retail distribution.
Emerging players
- Houdini Sportswear: Swedish technical outdoor apparel brand focused on minimalist design and sustainability. Comparable on technical apparel positioning with crossover into urban/lifestyle wear, similar to and wander's aesthetic stance.
- White Mountaineering: Japanese technical outdoor fashion brand blending performance apparel with high-fashion design. Comparable on Japan-origin positioning at the intersection of outdoor functionality and contemporary fashion aesthetics.
Broad incumbents
- Patagonia: Global outdoor apparel and gear brand with deep credibility in hiking, climbing, and trail categories. Comparable on technical outdoor apparel product set and premium positioning, though at vastly larger scale and broader global retail footprint.
- Arc'teryx: Premium technical outdoor brand specializing in apparel and gear for climbing, hiking, and trail use. Comparable on technical performance positioning and premium price points in the same end-consumer segments as and wander.
- Mammut: Swiss technical outdoor brand offering apparel, footwear, climbing, and hiking gear. Comparable on technical product range serving hiking and climbing segments and on European-led international retail distribution.
- Goldwin: Japanese apparel conglomerate operating technical and outdoor brands including The North Face Japan and Goldwin. Comparable as a Japan-based operator across outdoor and apparel with broader portfolio scale than and wander.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
and wander financial estimates
Financial estimateRevenue estimate
Valuation estimate
and wander leadership team
Management profileNumber of profiles
and wander funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
and wander M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about and wander
What does and wander do?
and wander is a Japanese outdoor brand that designs and sells technical, minimalist apparel, footwear, and accessories for hiking, trail running, and everyday urban wear. The company operates its own e-commerce store, physical retail locations across Japan, and a community Hiking Club program, distributing products both directly and through an international network of specialty retailers.
Is and wander a public or private company?
and wander is a private company. It is classified as unknown and is currently operating.
When was and wander founded?
and wander was founded in -1.
Where is and wander based?
and wander is headquartered in Tokyo, Japan, in the Asia region.
How does and wander make money?
Two revenue lines are on record. Product Sales - Apparel and Accessories are the primary driver. The others are brand Collaborations.
Who are and wander's main competitors?
Direct peers on record are Snow Peak, Gramicci, Nanamica and Fjällräven. Emerging players are Houdini Sportswear and White Mountaineering. Broad incumbents are Patagonia, Arc'teryx, Mammut and Goldwin.
Does and wander have an API?
No public API is recorded for and wander.
What industry is and wander in?
and wander's product category is Outdoor Apparel. Its primary akta.pro industry code is CRAMAMAK, Outdoor Clothing & Footwear Retail (Camping/Hiking/Climbing), with a secondary code of CRAAABAL, Outdoor & Active Lifestyle Apparel Retail. Its NAICS code is 45811 and its SIC code is 5600.