Teton Bros. x People - Takayuki Hirano - Part 2

Takayuki Hirano founded the guide company "Raku" in Hinoemata Village and has continued to spread the joy of backcountry skiing in Oze in the green season and Hinoemata in the winter season. We asked him about his thoughts as a snowboarder and his relationship with Teton Bros., which began with the start of Raku and has continued to deepen year by year.
[Part 2 of 2 / Part 1 here]

As a snowboarder

-Do you often go into the mountains in your own time?

I also go into the mountains privately with fellow guides.
In those cases, we try to take guests to places we've never been before, places that are unknown to us. Of course, there are dangers involved, but we also use this as training, and we work together with our fellow guides to try to reduce the risks as much as possible.

When you go somewhere for the first time, it's a completely different feeling than when you're on a tour. When I take clients, I prioritize safety, but when we go by ourselves, we have a sense of adventure. I think that's the most dangerous thing, but we still try our best.

-Do you still have a strong sense of adventure and a spirit of challenge?

I guess there is. I've been snowboarding for a long time, and I still have the desire to improve.
However, I am getting older, so I try not to push myself too hard... I think it's very important to maintain that balance.
When I go privately, I'm torn between wanting to push myself and the feeling that I shouldn't push myself too hard. But when I'm guiding, I never push myself too hard or take on that kind of challenge. That's what I'm most careful about.

--Is there anything else you keep in mind when you go out with customers?

It's all about finding spots where they can ski comfortably and safely. Our customers come all the way to Hinoemata, so we want them to ski on slopes that leave a lasting impression and spots with great snow. I think that's the part I pay the most attention to.
To do this, it is essential to check the field before customers come in. Also, because I live here, I know what kind of snow is falling and what kind of wind is blowing.
That's definitely a strong point of local.

Activities to protect the mountain huts of Oze

--Recently, as part of Raku's activities, you have also been clearing snow from huts in Oze.

Oze has a problem with snow in winter.
If the snow isn't removed from the sheds midway through the season, they could collapse, so I'm currently clearing the snow from several sheds.

Even for the locals, snow removal is a big hurdle. In fact, the villagers are surprisingly not used to moving around in snowy mountains.
So, when we go, the other mountain hut owners will also go with us. There are quite a few concerns about not knowing the way, so we try to do it this way as much as possible.
I can really feel that if things continue like this, there will be fewer and fewer people in the local area who can remove snow, so I feel that this is something that Raku needs to do properly as part of its business.

Teton Bros.'s idea that wear = tools

-Raku currently wears Teton Bros as its uniform, but when did you first become involved with Teton Bros?

This was before Raku was even established. When I was working at a ski resort in Minamiaizu, I was somehow familiar with Nori, the representative of Teton Bros., as he was wearing apparel from a brand that we were representing at the time.
After that, I heard from an acquaintance that they were launching a new brand, Teton Bros., and since Raku was also launching at the same time, I went to Tokyo to personally negotiate that I wanted to make it into a uniform.

--So that's where the relationship began.

I had this conversation with him when I went to his office, but he told me that he would first visit Hinoemata himself.
After that, we went skiing together in Hinoemata, and Nori also liked the place. From there, we continued to communicate and I think our connection became really strong.
Now they come to Hinoemata every year.

--I understand that you also conduct field tests on your products in Hinoemata.

Hinoemata is a good environment for testing.
When creating clothing for backcountry use like Teton Bros., it is necessary to test it by walking on snowy mountains, but the mountain range in Hinoemata is a steep climb from the start, so you can get your heart rate up early. Therefore, Nori said, "It's easy to test things like the breathability of the clothing."

--Mr. Hirano, you have been wearing the TB Jacket since it was first released. What was your impression of it?

The TB Jacket made with Neoshell was quite a shock. It was a strange feeling when I first put it on. It didn't feel cold. It was highly breathable, so heat didn't build up. I'd never experienced that before, so I remember wondering, "What is this?"
Nowadays, the term "breathability of shells" is commonly used, but I think it was extremely valuable to be able to experience it for yourself.

- Do you also communicate your own requests regarding the product?

I actively give feedback on any areas that I notice while wearing the gear. I often go into the mountains with Nori, and he's often watching me as I go about my daily routine, making notes next to me on areas that need improvement.

-Do you get the impression that this is being put to good use?

I think there are a lot of them. It makes me personally happy, as my opinions on what I want and how I want things changed are reflected in the products. I think that attitude is one of the charms of Teton Bros.

--I think you've worn clothing from various other manufacturers besides Teton Bros. What do you think is the appeal of Teton Bros.?

I think Teton Bros. views clothing as a tool, which is a perspective that other brands don't have.
This means that it is something that protects people. It is a brand that says, "We make it to protect," and I think this is one of the charms of Teton Bros.
Also, the yearly updates are eye-catching. I feel like they've really put a lot of effort into making the garment, even down to the smallest details. Even if it feels a little bulky when you try it on, it's gone by the following year. It's a really small update that we can't really tell until we try it on, but I think they've really put a lot of effort into making it, even down to the smallest details.

What we can do for the community as a brand

--It seems like the relationship between Hinoemata Village and Teton Bros. is getting stronger every year.

The staff of Teton Bros. and their representative, Nori-san, come every year and have become familiar faces. The villagers know that they are supporting Hinoemata Village, so I think the relationship is very good.
In 2017, when Hinoemata Village celebrated its 100th anniversary of independence, Teton Bros. made new jackets for the villagers as a commemorative gift. There is a commemorative photo from that time on display at the community center, and everyone is wearing that soft shell jacket.
I think this has made the Teton Bros. brand feel more familiar to the residents of Hinoemata.

Recently, we also had uniforms made for the Hinoemata Village Office.
I once received the opinion that the Hinoemata town hall, or rather the local government or bureaucracy, thought it was a bad idea to become friendly with a specific brand, but that sentiment is no longer used.
I know that Teton Bros. is thinking carefully about Hinoemata and that Hinoemata Village is also supporting them. I am very happy that we have been able to build such a good relationship of trust.

--It seems that you are actively collaborating with Raku and cooperating with Hinoemata Village events.

Raku has collaborated with them on squid hats, and they've also made collaborative items with Ozegoya. It's not a small contribution to the local community, but I'm very grateful that they do things like that.
They also sponsor the ski tournament held in Hinoemata, which will be celebrating its 10th anniversary this year. I think the reason we've been able to maintain such a good relationship is that we've been able to maintain our connection while doing new things.
I hope to continue to cherish this relationship, put more effort into spreading the word, and get more people interested in me, so that more people will turn their attention to Teton Bros. and Hinoemata.

Takayuki Hirano
Born in Ibaraki Prefecture in 1978, he moved to Hinoemata Village and started the guide company "Raku," working as a guide in Oze during the green season and as a backcountry guide during the winter season. He is also the owner of the guesthouse and restaurant "Kadoya," and is a soba noodle chef who makes the village's local dish, "Saichi Soba."
As an ambassador for Teton Bros., he also tests products and provides feedback.