White Mountaineering's motto; “One, Design. Two, Benefit. Three, Technology. " Parts of the Tokyo-based brand are designed by Yosuke Aizawa. Aizawa is also known for being the former assistant of the famous designer Junya Watanabe. Established in 2006, the brand fabrics move forward by prioritizing the structure and technical features. Wanting to emphasize the insignificance of sales by bringing together design, utility and technology components, White Mountaineering opened its first store in 2009 and its second store in 2012. It introduced its products to the whole world in New York with its Autumn-Winter collection for the first time in 2011.