YAMAtune’s story begins in Nagoya, in the Chūbu region of Japan, in 1963, where Tsuneyuki Ito formed the womenswear brand YAMA Tsune, before later expanding his range of goods to include knitwear products built to serve the country’s growing need for durable and high quality knitted apparel, producing goods for many of the country’s most notable brands at the time. YAMA Tsune responded to an increasing need for work gloves and socks, as brought on by Japan’s rapid growth and upturn in industry, by adopting a production ethos centred around quality of materials and detailed construction methods, seeking to produce accessories and apparel goods that maximised comfort and longevity, serving a multitude of needs and eliminating the need for regular replacement. Fast forward a few decades and the brand’s ethos of creating quality goods built to last remains.
Having rebranded in 2014, and with a flagship store in Higashikawa, Hokkaido showcasing the company’s original knitting machines and serving the needs of locals and outdoor enthusiasts alike, YAMAtune combines its meticulous design approach with over 50 years of production experience to create the highest quality performance socks for marathoning, outdoor pursuits, athletics and everyday use. And Tsuneyuki Ito still visits the store to this day to oil and maintain its machines.