WILD THINGS
WILD THINGS is an outdoor apparel and gear brand founded in New Hampshire, United States, in 1981 by mountaineers Marie Meunier and John Bouchard. In Japan, ITOCHU has held the exclusive import, distribution and master licence rights since 2016.
| Founded | 1981, New Hampshire |
|---|---|
| Founders | Marie Meunier, John Bouchard |
| Japan licence | ITOCHU, since 2016 |
| Motto | Light is right |
| Website | wildthings.jp |
What is WILD THINGS?
WILD THINGS makes apparel and equipment rooted in mountaineering. Its products range from technical clothing for serious climbing to insulated outerwear and rugged luggage, under the motto "Light is right".
History
The brand was founded in 1981 in New Hampshire by Marie Meunier, a noted mountaineer, and her husband John Bouchard, an American mountaineer. Its products have also been used on an ongoing basis by the US military. WILD THINGS has been sold in Japan since 1988 through import-focused specialty and select shops.
In January 2016 the Japanese trading house ITOCHU announced it had acquired the exclusive import, distribution and master licence rights for the brand in Japan from WILD THINGS LLC, with a full-scale launch from the autumn/winter 2016 season.
Products and positioning
Signature pieces include the Monster Parka and Light Monster Parka. The Japanese range covers men's and women's outerwear, tops, bottoms, caps and bags, organised into outdoor, military and collaboration collections.
Distribution
In Japan, ITOCHU planned to work with INS Co., Ltd. for apparel and JKV JAPAN for bags. The brand operates an official online store in Japan and is stocked by specialist retailers internationally.
Why it matters
WILD THINGS illustrates how a heritage American outdoor label can be developed through a licensing model in Japan, where demand for technical and military-inspired outerwear is strong.
Frequently asked questions
Is WILD THINGS a Japanese brand?
WILD THINGS was founded in the United States in 1981; in Japan the brand is developed under an exclusive master licence held by ITOCHU since 2016.
Who founded WILD THINGS?
The brand was founded by mountaineers Marie Meunier and John Bouchard in New Hampshire.