Yamatomichi’s new website!

Since its founding in 2011, this marks the 4.5th renewal of our website.

Yamatomichi began as a simple blog (which still exists today—feel free to check it out). Later, we launched our online shop using the Color Me Shop platform, the best option available at the time. Back then, our team was just me and my wife Yumiko, supported by a few assistants and sewing staff, totaling fewer than five people.

I have fond memories of personally handling everything from order receipt to shipping back in those days. As the team and our business grew, we revamped the website into its current form. Along the way, we also carried out a smaller-scale “0.5” renewal.

What’s Changed—And What’s Next

In the past, we operated with the mindset that “it’s enough if only those who truly understand what we do purchase from us.” We intentionally made it difficult for people who weren’t interested in hiking to make purchases.

For instance, during the Color Me Shop era, we placed the “Add to Cart” button at the very bottom of lengthy product descriptions, requiring customers to scroll through and read everything.

However, as Yamatomichi has grown, both in scale and staff, we’ve attracted more opportunities to reach new customers.

As Yamatomichi has expanded, both in scale and audience, we’ve gained opportunities to reach new customers. In the early days, we often heard heartwarming stories of customers encountering fellow Yamatomichi enthusiasts while hiking, sparking conversations simply because they recognized our gear. Now, such encounters on the trails are much more common.

This growth inspired us to simplify the purchasing process while reflecting deeply on what we truly want to share. Through extensive discussions, we crafted a new website that goes beyond showcasing our products, prioritizing the values that define us as a company. We’ve placed Journal and Community at the forefront, ahead of product information, reflecting our belief that experiences and values come first, with products naturally following.

Yamatomichi will continue to grow and evolve, and we look forward to you exploring and enjoying our new website.

Yamatomichi founder, Akira