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Hiroshi Fujiwara is not only the biggest snowboard freak in the fashion industry, but he is also the creative director of Burton's authentic backcountry gear, AK457. He has been enjoying snowboarding as his life's work for more than 20 years since he first encountered it, and he spoke to us about its charms.

Snowboarding is truly a part of life.

How often do you go to the snowy mountains in recent years?

Fujiwara:From December to about March, I go skiing almost every week . I go overseas a little less. Recently, I have been going to Hokkaido, Aomori, Niigata, and occasionally Nagano, and the more I go, the more I feel the quality of Japanese snow. There is not much out of the ordinary.

Are there any areas in particular that you have been enjoying recently?

Fujiwara:I often go to Niseko ( Hokkaido ) , Hakkoda ( Aomori ) and Hikarigahara ( Niigata ). I also like Seki Onsen (Niigata ) a lot. I know it's a bit presumptuous of me living in Tokyo, but ( lol ), which local? . I would like to answer "Seki Onsen" when people ask me "Which locality?

When did you make the transition from the slopes to the backcountry?

Fujiwara:I started snowboarding around 1990, of course at first on the slopes, but I was getting a little bored and then Burton riders Naru ( Shigefumi Yoshimura ) and Ue ( Yoshinari Uemura ) took me to the slopes. I was taken by Burton riders Naru ( Shigefumi Yoshimura and Ue ( Yoshinari Uemura. From there, I have been backcountry skiing ever since.

-What is the reason why you have been able to continue this as your life's work for so long without getting tired of it?

Fujiwara:Snowboarding is limited in many ways. First of all, you can't do it unless it is winter and there is no snow. And since I live in Tokyo, I have to travel a bit far. I think that's the appeal of snowboarding.

. because once the season is over, you can't go even if you wanted to. I enjoy the repetition of this process every year. . Right now, I am in the process of making various plans for this season.

-Snowboarding is also very dependent on snow mountain conditions. Have you ever actually been there and not been able to ski?

Fujiwara:Yes, there are. I used to go to Alaska every year, and even there I came back without ever opening my board case because of the conditions. . But that's part of the fun of snowboarding.

I like the atmosphere of the place and the conversations that can be had through a single hobby in a closed space such as a mountain lodge. I really enjoy an environment where I can make friends with people of all ages and professions, even people I don't know what kind of clothes they usually wear, and talk with them in an informal manner. There are many friends that I only make in the mountains.

-I know that snowboarding is physically demanding, but how do you balance it with your regular work?

Fujiwara:I don't do anything too hard. I don't get sore muscles, and I don't think of it as tiring. . I don't get out of it if I get stuck in deep powder, though. As long as I take care of that, I'll be fine. I want to keep going as long as I can.

It's not just about the skiing . You can have the best of both worlds, including the journey before and after.

-What is the creative direction of "AK457" by Mr. Fujiwara? What kind of collection is it?

Fujiwara:I direct the fashion side of the project, while Masa-san (, Masanori Takeuchi ), and the people at Burton are in charge of the technical aspects. While the best functions of technical wear do not change much from year to year, I think we are gradually updating small details such as the size of zippers and pockets.

I always bring my AK457 outerwear not only when I snowboard, but also when I travel. Since I don't carry an umbrella, I can use it as a rain jacket , and I usually wear it in town as well. . I think it is basically a simple design that can be worn by adults.

-From your point of view, Mr. Fujiwara, what do you think about getting into snowboarding because of fashion, for example, "I wanted to wear AK457"?

Fujiwara:Of course, I think it is possible. In fact, I think there are many people who used to snowboard, but have left the snow for various reasons, such as having a family or becoming busy with work. I think it is a very good thing that these people are getting interested in snowboarding again because of fashion.

I think it will be many times more fun than before if you practice again and get back into the backcountry or whatever it is that brings you back to the snowy mountains. You will have the best thoughts not only about skiing, but also about the trip before and after.

On the other hand, young people who want to start snowboarding should be able to enjoy snowboarding in their own way because of their age, including fashion, so if they want to play in the park, they should practice to their heart's content and enjoy it freely in their own way.

-Lastly, what does snowboarding mean to you, Hiroshi Fujiwara?

Fujiwara:Winter is completely dominated by snowboarding. It's a great pleasure in my life, or an integral part of my lifestyle.

　

Hiroshi Fujiwara
Born in Mie Prefecture in 1964, he began his career as a club DJ in the 1980s, and from the 1990s onward, he worked as a music producer, providing songs for a variety of major artists. Since 2010, he has been the creative director of Burton's high-end line AK457. In 2010, he became the creative director of Burton's high-end line AK457. His store "THE PARK・ING GINZA", which opened this spring in the Sony Building in Ginza, is also doing well.

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Three of the latest AK457 gear for the city.

Cutting-edge functions in a minimalist design

The AK457 GUIDE JACKET, made of GORE-TEX® Pro 3-layer fabric, is equipped with the latest high-performance details that were fed back from the real backcountry scene, including a microphone pocket that can be operated while wearing gloves. . ￥89,000

A fleece that you will want to wear just by itself.

The AK457 MID FLLECE JACKET has a comfortable fluffy surface. In addition to its warmth retention and quick-drying properties, the jacket features elastic thumb loops to prevent the sleeves from turning up even when riding hard, and is designed for stress-free comfort in the snow. . ￥37,000

Backpack that connects urban life and snowy mountains

The AK457 17L PACK has a solid design that fits in well in the city, yet is ultra-functional, allowing for quick access to gear in any environment. . ￥22,000

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AK457 pop-up store at THE PARK・ING GINZA.

　

From tomorrow, October 1, ( Sat. ), a pop-up store of "AK457" will open at "THE PARK・ING GINZA THE PARKING GINZA", a concept store also directed by Hiroshi! In addition to this season's collection, there are many limited items to celebrate the opening, such as "AK457 MOD FISH HOODIE" ￥22,000, "AK457 CHAIR ONE" ￥22,000, and "AK457 POCKET TEE" ￥7,000 shown in the photo. This is not to be missed, even if you are not a fan.