Yamatomichi Lands at Outsiders Store

The ultralight brand is now available

If you’re ever unsure about where to go for the most discerning curation of outdoor gear, then just look to Outsiders Store. Yamotomichi is the latest find, and it’s a good’un. It’s one of those cult ultralight brands beloved by thru-hikers and anyone who’s ever fussed over base weight.

It’s finally landed in Europe, and Outsiders Store is leading the charge. As part of the brand’s launch, the team over at Outsiders welcomed Yamatomichi co-founder Akira Natsume and a core part of his team to the UK for a week of presentations, gear demos and, naturally, a hike up Grindsbrook in the Peak District. It was equal parts product knowledge and sausage rolls at the summit.

As part of our partnership with Outsiders Store, we’ve been expanding reach, directing traffic and boosting engagement for the new brand across Google and Meta. Ultralight hiking is a passionate, niche community — exactly the kind of space where well-targeted digital ads can do real work, reaching people who’ll genuinely care.

The range is now live at Outsiders Store. If you’ve been curious about packing lighter, it’s a good place to start.

Check out how we built Outsiders Store’s email audience.