BRAND STRUCTURE
Phenix Outdoor: From Ultimate Challenges to Everyday Adventures
A Legacy of Pioneering Spirit Phenix’s history is defined by a relentless drive for innovation. In 1952, we laid our foundation by being among the first to introduce cutting edge nylon into skiwear. This spirit reached new heights in 1978 during the Dhaulagiri expedition in the Himalayas; there, we developed Japan’s first down gear capable of withstanding the ultra high altitudes of 8,167 meters, successfully supporting the team’s ascent.
Craftsmanship: The Pride of a Japanese Brand The insights gained from these extremes are ingrained in every product we create. From our world class precision sewing and continuous functional innovation to our exhaustive testing processes, we pursue perfection with the uncompromising dedication of a true Japanese brand.
PHENIX ESSENTIAL HIKER: Mountain life, made everyday. Now, we bring that peak performance to a wider horizon. PHENIX ESSENTIAL HIKER is a brand designed to make the mountains an extension of daily life. Our concept: “Everyday to We believe nature should be accessible and simple to enjoy. By blending authentic technical capabilities with a light, effortless style, we empower you to step into the outdoors as naturally as stepping out of your front door.
+phenix: Elevating Heritage to Real Wear
The Genesis "PHENIX" is a skiwear brand with a legacy spanning over 70 years. The superior functionality and meticulous detailing, honed in the extreme conditions of the snow capped mountains, are deeply ingrained as the brand’s DNA. By translating this philosophy into the context of modern urban life, we have shifted the field from the peaks to the town, elevating technical gear into "real wear." This is the origin of +phenix
The Concept Built upon the technical foundation forged on the mountain, +phenix proposes a wardrobe that naturally complements every facet of daily life from the daily commute and professional settings to relaxed weekend moments. It is gear designed to move with you, wherever your life takes you.
The New Collection: PHENIX
FROM SNOW MOUNTAIN TO THE STREETS Building on over 70 years of technical mastery forged on the peaks, we are proud to introduce our new collection line: PHENIX
At its core lies the concept: "FROM SNOW MOUNTAIN TO THE STREETS Bringing ideas forged on the peaks to the city." We have elevated the functional beauty refined in extreme mountain conditions into a sophisticated style tailored for urban living.
Marketing Strategy: Elevating Brand Authority We are set to expand the global recognition of PHENIX by transforming it from a technical leader into an aspirational lifestyle brand for every "Mover""
Creative Collaborations: We will launch exclusive collaboration products with industry icons and influential visionaries to infuse the brand with fresh, contemporary energy.
Premium Presence: Through high profile pop up experiences at world renowned department stores, we will showcase our unique worldview and strengthen our presence in the luxury and lifestyle markets.
Moving the Era: Beyond simple awareness, our goal is to establish PHENIX as a brand that resonates with the sensibilities of the new era.
Instagram : The New Collection PHENIX