Hong Kong's mountains and forests are just a stone's throw away, allowing people to easily escape the bustle of the city. The city has developed its own unique hiking culture, and the "Urban Outdoor" fashion style is currently at the height of its popularity. Local brand Yamaguest, one of this year's emerging designers, is dedicated to interpreting outdoor clothing in a fashionable way. Their designs incorporate functional elements, creating everyday attire that's perfect for transitioning between the urban concrete jungle and the wild outdoors.

Can you share the story and the design concept behind the Yamaguest brand? Why did you want to establish a fashion brand based on outdoor camping aesthetics?

The brand name Yamaguest comes from the Japanese word for “mountain” (yama) and the English word “guest”. We want to embrace the idea of people living in harmony with nature, like a guest that’s been invited in. We hope that people can feel free and relaxed in nature, and that we can bring this natural atmosphere into their daily urban lifestyle.

How do your designs reflect the essence of “urban outdoor style”?

We endeavour to capture the essence of “urban outdoor style” with our designs. Not only do they focus on product functionality, such as being windproof, waterproof and breathable, but they also incorporate elements of fashion in the hopes of adding a leisurely, outdoorsy feel to urban life. For example, we use the same cuts and materials used in making outdoor sportswear, but add more intricate design details and use stylish colourways. It means that on top of being comfortable and durable, our pieces can be matched with everyday urban wear.

How can the aesthetic elements of outdoor camping be integrated into people’s everyday styles?

Outdoor camping aesthetics can be very naturally integrated into people’s everyday fashion. For instance, a lightweight windbreaker jacket not only fulfils its purpose when you’re out on a field trip, but can also be paired with jeans or a suit to become a fashionable accessory upon returning to the city. We hope that people who wear our pieces are able to switch up their style and be able to express themselves, whenever and however they want.

How do you balance functionality and modern aesthetics during the design process?

During the design process, we certainly need to strike a balance between functionality and aesthetics. By carefully studying technical details like materials and cuts, we ensure that our products can meet the demands that outdoor activities present, as well as exhibiting a fashionable style.

What sets Yamaguest apart from other outdoor-inspired urbanwear brands?

We repeatedly test and modify our products until we find the perfect balance. Compared to other outdoor-inspired brands, Yamaguest focuses more on integrating urban living aesthetics into our designs. Our products are not only suitable for camping trips, but can also seamlessly fit into the various scenarios of city life. At the same time, we put a lot of emphasis on building a brand image that conveys a positive, quality-oriented attitude.

What are the brand’s goals and plans for the future?

Our goal for the future is to become an influential outdoor-inspired urban fashion brand. In addition to continuously improving our product line, we also hope to spread the Yamaguest concept more broadly through various types of cultural and artistic collaborations. We look forward to work with more people who share our vision; together, we’ll explore the infinite possibilities brought forward when urban living meets the great outdoors.