We’ll be the first to admit this whole fashion-meets-function thing has been done to death. All too often, you’ll see brands riffing about how their latest collection merges the best bits of fashion with the best bits of function. When in reality, their grip is neither functional nor fashionable. Sorry, but adding several boring cargo pockets to a garment doesn’t qualify for functionality anymore.
Although several designers throughout history have executed both fashion and function in their work expertly well, it wasn’t until the 2010s that it became popular for your clothing to look and function just as good on Oxford Street as Everest. This is largely thanks to the whole Gorpcore thing, which was, in-turn, largely influenced by Westerners getting a whiff of what was going on in Japan at the time…
Dozens of clothing brands creating authentic outdoor gear in a fashionable way. This wasn’t your standard brightly coloured fleeces and ill-fitting parka jackets, it was tastefully engineered outdoor gear stamped with typical Japanese styling. At the forefront of this group of innovative brands was recently founded, and Wander.
In the present day, and Wander doesn’t need any introduction. Everyone knows what it is and what it looks like, but this wasn’t always the case. Founded in 2011 by two ex-Issey Miyake designers (which would explain the fashion side of things) and Wander was created to fill a gaping hole in the market for contemporary, purpose-built, aesthetically pleasing outdoor gear.
If you were to look back at early and Wander collections, you’d notice they’re not at all that stylistically dissimilar to the ones produced in recent years. Founders Keita Ikeuchi and Mihoko Mori knew exactly what they wanted from the word go, and after cutting their teeth at Issey Miyake, they knew exactly how to get it.
and Wander gear has always had the same core design cues – plenty of earthy tones, plenty of reflective hits and plenty of pockets (actually interesting ones) – the combination has proven to be a winning formula for the brand, and it’s easy to see why.
All the gear looks and feels amazing. Having that little reflective triangle on your jacket should be worn as a badge of honour.
The true beauty of and Wander lies not solely in its thoughtful design but also the brand’s underlying philosophy — one that values sustainability and longevity in a world too often obsessed with the next seasonal trend. Ikeuchi and Mori don’t merely produce outdoor apparel; they create pieces designed to withstand time, both in terms of durability and timeless design.
There’s an intrinsic understanding at and Wander that true style lies not in fleeting trends but in garments that evolve with their wearer — that carry the story of adventures, memories, and moments in their fabric.
The brand has never been content with resting on its laurels either. Since 2011, they’ve vastly expanded their offerings, bringing in everything from ultra-lightweight daypacks to utilitarian accessories. There’s an understanding that functionality doesn’t just apply to outerwear; it’s about the entire ensemble, from your jacket on your back to the bag you carry.
Praise for and Wander’s outdoor credentials is common, and the same applies for the fashion side of things. You’ve only got to cite their lengthy list of collaborations, featuring Moncler, Barbour & Brunello Cucinelli to understand they’re just as comfy on grimy Parisian streets as exposed peaks.
In a landscape saturated with half-hearted attempts at marrying form and function, and Wander stands as a rare example of a brand that truly gets it. From its thoughtful beginnings to its globally respected status today, it hasn’t lost sight of its core mission: to create beautiful, purposeful gear that genuinely works.
With its roots in fashion and heart in the hills, and Wander and its gear prove that style and substance don’t have to be opposing forces. Just as you’d expect, this applies for their latest, SS25, collection, which may very well be one of the best yet…
To save you a few taps on your phone screen/mouse, we’ve curated some of our favourite and Wander bits from SEVEN STORE right now. Reflective detailing and unorthodox pockets aplenty.
