We had the brief pleasure of Wai Tsui’s company in the late summer of 2023, as he launched a collaborative project between his own burgeoning brand Hiking Patrol and perennial Proper favourites KEEN. It was an unlikely meeting given we happened to be in Marseille for work and Wai is based in Norway, but since then we’ve kept in regular touch, eager to see where Hiking Patrol goes next. As we looked forward to 2025, we fired some questions over to Wai to find out a bit more about his own background and his plans for Hiking Patrol in the future. Here’s what he said.
What you’ve done with Hiking Patrol since it started in 2019 is really impressive. How much of where you are now was part of the plan on day one?
Thank you! To be honest, when Hiking Patrol began in 2019, the initial idea was to create a platform to celebrate the outdoor lifestyle, documenting the intersection of fashion, lifestyle culture, and outdoor community. I didn’t foresee the journey it would take to evolve into an apparel brand and collaborate with global partners. What we achieved now wasn’t fully part of the plan back then, but the ethos of building something authentic and meaningful was always the foundation.
What led you to see up the community in the first place?
I’ve always believed that the outdoors is more than just a backdrop, it’s a shared experience that connects people. I wanted to create a space that went beyond products, where individuals could share their passion for exploration and nature. Setting up the community felt natural because it aligned with my interest for the outdoors.
What did you do before Hiking Patrol?
Before starting Hiking Patrol, I worked in the fashion and lifestyle industry as a Brand Manager for PUMA, New Balance, Holzweiler, and most recently as the Global Marketing Director for SUICOKE. These roles gave me valuable experience in understanding global markets and storytelling, experiences that have directly shaped my approach to building Hiking Patrol.
What are the key characteristics of Hiking Patrol?
Hiking Patrol is rooted in exploration, community, and authenticity. We strive to create products and experiences that encourage curiosity about the outdoors, but it’s also about a mindset seeing the world as a place to discover, learn, and connect. The tagline “tools for exploration” embodies this, whether it’s apparel, accessories, or a collaboration with like-minded partners.
From my perspective, the concept of Janteloven is something the rest of the world could learn a lot from. How much of a role does traditional Scandinavian culture play in what you’re doing with the brand?
Scandinavian culture, including ideas like Janteloven, definitely influences the brand. There’s an understated, grounded approach to life here, prioritizing quality, community, and respect for nature, that resonates with what we’re doing. Hiking Patrol reflects these values, not in a preachy way but by creating purposeful products and encouraging people to explore without excess or pretense.
What else inspires you?
I’m inspired by people, artists, designers, and communities who innovate while staying true to their roots. There’s something powerful about balancing creativity with authenticity, and it’s a value I try to bring into everything I do. Collaborations have been a great way to channel this inspiration, combining different perspectives to create something tangible and meaningful. My family and friends are also a huge source of inspiration. They ground me and remind me of the importance of connection and purpose. Whether it’s through shared experiences, conversations, or their unwavering support, they keep me motivated and remind me why I pursue the things I love.
The line between work and play feels more blurred than ever. Do you ever switch off, and if so, what do you do?
Switching off can be challenging at times, but I usually manage to disconnect when I’m spending time with my 5-year-old. I also make time for outdoor activities like running, which can be a great way to clear my mind, especially when I feel overwhelmed by work. Being in nature helps me reset and recharge. Spending time with my family is equally important, it grounds me and reminds me of the reasons I started this journey in the first place.
How important is collaboration in what you do? Anything new planned for 2025?
Collaboration has been an important asset for us since day one. It allows us to exchange ideas, explore new possibilities, and bring unique perspectives to Hiking Patrol. More than just a strategy, it’s about finding meaningful partners who share our vision and can help push the brand forward.
For 2025, we’re working on several exciting projects with partners like Reebok, KEEN, and DIEMME. Looking ahead to Spring/Summer 2026, we’re partnering with Mammut on what will be our biggest project to date, and we can’t wait to unveil it.
What is your long term vision for Hiking Patrol?
The long-term vision for Hiking Patrol is to build a global brand that’s accessible to everyone and stands the test of time. It’s about creating something meaningful and lasting, not following fleeting trends. We aim to stay true to our roots while growing thoughtfully through curated retail spaces, meaningful collaborations, and storytelling that connects with people on a deeper level. This journey wouldn’t be possible without the amazing team I work with. Their creativity and dedication inspire me every day. Building something meaningful isn’t always easy, but it’s the shared experiences, small wins, and even the challenges that make it all worthwhile. For me, it’s about creating something impactful while enjoying the process and building something we can all be proud of together.
See more at hikingpatrol.com
