Foxfire
Tiemco · Japan
Foxfire is a Japanese outdoor clothing brand built on the idea of harmony with nature. It makes clothing and gear for fly fishing, nature photography and trekking.
| Country | Japan |
|---|---|
| Associated company | Tiemco |
| Origins | Fly fishing |
| Spruce Line | Announced October 2018 |
| Website | foxfire.jp |
What is Foxfire?
Foxfire is an outdoor brand from Japan whose philosophy centres on harmony and symbiosis with nature. It is closely associated with the Japanese fishing tackle company Tiemco and has its roots in fly fishing.
Products and positioning
The brand makes clothing and equipment for fly fishing, nature photography, trekking and other outdoor activities. Its fishing vest is a defining product: a vest was among the first items released when the brand was established, and the spruce tree featured in its first logo.
In October 2018 Foxfire announced the Spruce Line, aimed at fashion conscious outdoor men. Its flagship item was the Alflux Fishing Vest, a modernised version of the brand's original vest.
- Fly fishing vests, waders and accessories
- Outdoor clothing for trekking and photography
- Spruce Line of updated heritage pieces
Distribution
Foxfire is sold through its own shops in Japanese shopping centres and through specialist fishing retailers, including in Europe.
Why it matters
Foxfire shows how a specialist activity brand can extend into lifestyle outdoor clothing, a path many Japanese outdoor labels have followed as outdoor style has grown in fashion.
Frequently asked questions
Where is Foxfire from?
Foxfire is a Japanese outdoor brand associated with the fishing tackle company Tiemco.
What does Foxfire make?
Foxfire makes clothing and gear for fly fishing, nature photography and trekking, including its well known fishing vests.