The Swedish shoe brand FUBUKI (Japanese for “snowstorm”) has since its founding in 2019 received lots of attention for its shockingly lightweight winter boots. Today, the company’s products are worn by a wide variety of people, ranging from skiers and fishers to movie directors and polar researchers. There seem to be many reasons FUBUKI has gained such a large fan base. Whereas some point to the function, not to mention the design, of the products, others point to the Japanese backstory. Regardless of which, it is clear that the brand is here to stay.