This Japanese functional outdoor apparel brand was founded in 2007 by Japanese mountaineer Nori Suzuki. The name comes from the Teton Mountains in the United States. Combining exquisite Japanese craftsmanship with the outdoor spirit of Europe and America, it is known for its "functional aesthetics", "innovation" and "practicality". In particular, its signature Tsurugi Jacket features a slanted zipper design and a cut that is suitable for Asian body types, making it especially outstanding in high-intensity activities such as skiing and mountaineering.
TETON BROS. remains committed to this field, pursuing excellence in functional aesthetics, innovation, and practicality, with exquisite craftsmanship at its core. In 2013, the brand's iconic Tsurugi Jacket won the POLARTEC APEX Award, a global award presented by Polartec, an American company renowned for its wool fabrics. Since then, TETON BROS. and its exceptional products have resonated throughout the world.
Seventeen years ago, TETON BROS. was born in the room of its founder's home.
Initially, TETON BROS. was just a jacket brand bearing the cougar logo; today, it has evolved into a trusted brand in the global outdoor industry. Behind this success lies the brand's long-standing philosophy of "functional aesthetics," "innovation," "practicality," "passion," and "all-season," along with a wealth of practical experience. TETON BROS. collaborates with material manufacturers, sewing factories, and cycling partners, constantly evolving through challenges.
"This logo change and rebranding is not just a design innovation, but also a symbol of our determination to move into the next phase. We will remain committed to staying close to our outdoor enthusiasts, learning from nature, and combining it with exquisite craftsmanship," said TETON BROS. The company added that this logo change and rebranding marks a transformation for TETON BROS. for the next decade and beyond.
