We're hosting a Gore-Tex pop-up at our Sendagaya store.
Fuinam: By the way, Gore-Tex sneakers have really taken off in the last few years, haven’t they? Why do you think they’ve become such a staple?
Kojima: I’d say it’s definitely the high level of functionality. Japan gets a lot of rain, and the humidity is high. I think one of the reasons Gore-Tex has become so widespread is that its benefits are easy to see in everyday life.
Fuinam: Mr. Kojima, do you personally experience that comfort on a daily basis?
Kojima: Of course. During the visit to the Shenzhen lab I mentioned earlier, when I saw the testing processes and quality control standards firsthand, it all clicked—I thought, “Ah, so that’s why they’re trusted.”
Fuinam: What does Mr. Kojima think is the appeal of Gore-Tex?
Kojima: It keeps the rain out while letting moisture escape. It also blocks the wind, so it’s comfortable even in winter. It’s not just for rainy days—it’s comfortable to wear every day.
Fuinam: That's true. Actually, it's really convenient to have a pair by the front door.
Kojima: We’ll be holding a pop-up featuring Gore-Tex at our Sendagaya store from January 29 to February 15.
Fuinam: Oh. All Gore-Tex.
Kojima: In addition to the five pairs we featured today, we’ll be stocking a variety of other styles. And it’s not just sneakers—we’ll have Gore-Tex boots, too.
Fuinam: Boots?
Kojima: Yes. For example, this one.
Top left: Merrell “MOAB 3 SYNTHETIC GTX” ¥ 18,700
Top right: The North Face “Creston Neo Mid GORE-TEX” ¥ 34,980
Below: The North Face “TNF Rain Low GORE-TEX” ¥26,400
Fuinam: The boots are nice, too. Although when you think of “Atmos,” sneakers are what come to mind.
Kojima: While sneakers remain the main focus, we’ve also made sure to carry a good selection of boots. The concept for this pop-up is that the “Atmos” team went undercover to a lab in Shenzhen to report on what they saw there, and brought the story behind Gore-Tex back to Tokyo. We want to create a space where visitors can experience—not just hear about—a level of comfort that goes beyond the simple equation of “waterproof = rainy days.”
Fuinam: Hmm. That’s interesting.
Kojima: We’ve prepared plenty of content that lets you see, learn about, and experience the functionality of Gore-Tex, so please be sure to stop by during the event.
