The ski wear brand "PHENIX," born in Japan in 1952, has been pursuing and conveying the joy of snow activities for 70 years with this goal-less brand concept. By developing designs and technologies that were significantly lagging behind those in America and Europe in a blessed environment like Japan, it has continued to operate at a world-class level. The product concept from the brand's inception has, over 70 years, become part of its DNA, intertwining with new fields and expanding that passion.