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In summer 2026, and wander and Starbucks launched a collaboration. An outdoor brand and a coffee brand—at first glance, they seem an unlikely duo. However, as I spoke with them, I came to realize that rather than being about the products they make, this collaboration was actually about a shared vision for the kind of experiences they want to create and deliver to their customers.

For this interview we spoke with Starbucks Coffee Japan’s Promotion Planner, Kenta Niimoto, and and wander designer, Keita Ikeuchi. Through our conversation we explored how the two of them came together to create a single collection, despite their different backgrounds. We explored the ideas and conversations that shaped the project.

――Could you tell us about how this collaboration come about?

Ikeuchi: In the past, and wander has not only collaborated with a wide range of apparel brands, but we’ve also worked on monozukuri with less obvious partners, such as tent or stroller brands. But this was our first time to explore the world of coffee. It was an unfamiliar world for us. So, when we were considering what to do, Starbucks’ strength as a storyteller really helped us shape the direction of the project. For starters, making something physical or permanent is not central to their business.

Niimoto: For Starbucks, coffee is more than just a drink. For us, the coffee itself and all the experiences that revolve around it are important. Have you ever found that time spent savoring a cup of coffee is when you can step back from the daily grind and let your thoughts or emotions wander freely?

When we’re working, people (myself included) tend to become focused on cost and time efficiency. Of course, these are important considerations, but if we take things too far, these notions can become restrictive. I feel like we end up missing out on opportunities for new encounters or interesting experiences. Sometimes it’s important to set practicality and efficiency aside, take a weight off your shoulders and simply enjoy taking a detour. Thinking about what coffee can do in that respect, that was the starting point for this collaboration.

Ikeuchi: Drinking a coffee when you’re on a hike is a very special moment. The coffee often tastes even better when you’re enjoying it outside, or when you’re physically tired. It’s not just about the flavor, having a coffee break is about taking a rest from all the walking and activity. You focus on the act of making and drinking a coffee. The flavor, the stimulation, it’s a chance for your brain to switch into a different state after all the physical activity of hiking. We were both interested in this connection between coffee and outdoor activities.

However, it’s not that Starbucks customers are necessarily particularly interested in hiking or climbing mountains. So another starting point for us was to rethink what it means to experience coffee with all five senses, and how to connect this to the collaboration items.

Niimoto: Starbucks doesn’t just do collaborations for the sake of generating news. A lot of our customers look beyond the news for the story behind it, and that’s what they connect with. We believe it’s important to properly consider why the collaboration is necessary before going ahead with a project.

For this project, our idea was to suggest to people who work hard every day, “why not take a cup of coffee and immerse yourself in nature as a way to find some positivity after a day’s work”. If we’re thinking about the time people have after finishing work, this is generally going to be night time. This gave us stargazing, which led us to the concept of “letting your mind wander, as you gaze up at the stars or the night sky, with a cup of coffee in hand”.

――I heard that the offer to collaborate came from Starbucks this time. Why did you choose and wander?

Niimoto: Starbucks places great importance on storytelling and craftsmanship. And that’s where I thought we shared a lot with and wander.
On top of this, I think most people’s image of Starbucks would often be associated with urban or residential areas, so when we were thinking about how to connect this with the outdoors and with nature, and wander’s concept of creating a seamless connection between urban spaces and nature really resonated with us.

and wander is about enjoying fashion in the great outdoors, in the same way that one would enjoy fashion in an urban space. As a brand, it’s about combining the functionality required for outdoor use, with fashion. Not compromising on either element, and creating both to a very high standard. We also recognized that and wander creates opportunities for people to go out into nature, or makes spending time outdoors more enjoyable. In this way its strengths are not simply about gear or clothes. That seamless connection between urban spaces and nature is what attracted us.

The collaboration wasn’t simply about Starbucks doing what it wants to do. It was more about making the most of what and wander’s good at, its character so to speak. And then, based on that, looking at what unique element the collaboration with Starbucks could bring to the table. So we left a large part of it up to them.

Ikeuchi: One of and wander’s labels, HIKING CLUB, organizes hikes or runs with customers. We founded it as a way to host outdoor activities and to build a community. This collaboration is about drinking coffee outdoors, and spending time in nature, so we thought, in that case a collaboration with HIKING CLUB would be the best fit.

――The collaboration features 11 items, including T-shirts, hoodies, pullovers, tumblers, caps and bags. Are there any interesting episodes associated with the project that you can tell us about?

Ikeuchi: This is something that I also mentioned at the start, but the way Starbucks incorporates storytelling is amazing. Together we talked about the backdrop we wanted to create for the coffee. We created the visuals together, and this meant we were able to develop a deep, shared understanding of the concept.

My experience from previous collaborations is that when I get immersed in concept work, often it can end up being a bit self-indulgent, making it difficult to communicate effectively with the customer. But this time there was absolutely none of that, and I think we were able to work together to find the right way to bring the concept to the audience.

Niimoto: The first item we made was the bandana, right?

Ikeuchi: Yes. We started out by making a bandana featuring a simple landscape representation. As we wanted it to represent the night sky and stargazing, we used a lot of navy. I think the bandana is probably the item that most faithfully represents the story behind the project. Although, it’s actually quite unusual for such a small item to be the first one that we make. (Laughs)

The bandana was the starting point for us to share our worldview, and it served as the basis for expanding the imagery to the other items.

――Earlier, Niimoto mentioned the concept of a “seamless connection between cities and nature”. How did this feature in the collaboration?

Ikeuchi: There’s a popular HIKING CLUB item called the Pocket T-Shirt. The outer layer is cotton, giving it a very natural look. On the inside, it uses a material called COOLMAX that’s highly absorbent and dries very easily. So, while it has the appearance of a simple or basic item, it feels more like functional wear when you put it on. So even during the summer, it stays dry and comfortable. Rather than being high-spec hiking gear for people scaling challenging peaks, it’s more for urban use. People can change into it after coming down from the mountain, and it means they won’t necessarily look like they’ve just been hiking.

We created a version of this pocket T-shirt in Starbucks colors, and printed a reflective star onto the pocket.

Niimoto: The first time I looked at all the products, I was surprised to see that while and wander’s signature items and style remain distinctly visible, the details clearly reflect the collaboration, such as reflective print resembling a starry sky, or a dual-brand logo with STARBUCKS x and wander.

――Items for carrying coffee, such as the tumbler and thermos “Mountain-Only Bottle”, really stand out too.

Ikeuchi: I think the Mountain-Only Bottle was a great choice. It was developed by Thermos as a bottle specifically made for the harsh conditions of mountain climbing, and its insulation properties are exceptional. A lot of the bottles that you see hikers using look rather utilitarian to the general user. So, I’m really happy that we chose this for the collaboration and that we were able to create this new design.

The pleasure of being able to have a cold drink when it’s hot outside, or having a hot drink when it’s really cold, connects to what Niimoto said at the beginning about coffee being more than just a drink.

Niimoto: It’s similar to enjoying a beer in an outdoor beer garden. The experience of drinking coffee, the temperature, the aroma, the taste, everything is enhanced by being outside. I don’t climb very high mountains, but I really like spending time in nature, and going to Mt. Oyama in Kanagawa, or exploring trails in New Zealand. And the coffee that I drank in those locations felt like so much more than just a dark liquid with caffeine in it. It was purer in a way, with the added value of the experience.

Having said that, this collaboration is not about telling people to go into the mountains to drink coffee. We just hope that it will create opportunities for those sorts of experiences, or for people to rediscover the joy of a cup of coffee.

But, if people buy this sort of gear, they’re probably going to think, “I like coffee, and this flask is so cute, maybe I’ll go for a hike”. I’d be really happy if our customers feel this way too.

and wander’s HIKING CLUB is about creating opportunities for people to enjoy the mountains and nature. As part of this collaboration, we organized a “STARBUCKS x and wander HIKING CLUB” urban walk.

The group was made up of outdoor enthusiasts, runners and coffee fans. More than 20 participants departed from the Ueno Onshi Koen Starbucks, each with their own bottle filled with iced coffee. We walked for about 2 hours, enjoying the downtown scenery in Asakusa and Kuramae, as we made our way to the Sumidagawa River Terrace.

The walk started at 16:30. Being late August, although the temperature had started to fall as the sun dropped lower in the sky, the air was still sticky and hot. Stopping now and again for a break, everyone takes a sip or two of coffee.

“The ice hasn’t melted at all, it’s still cold!”

Everyone is amazed at how well insulated the bottle is.

The route for this HIKING CLUB intentionally avoids large roads, instead taking the group along smaller, winding streets that retain the look and feel of downtown Tokyo. We progress slowly, looking at interesting buildings and taking pictures as we go. Further on, we catch a glimpse of Tokyo Skytree between the buildings.

By taking the time to walk, we notice things that we would never have seen from the train or a taxi. Rather than going straight from A to B, the group takes detours and makes stops as it walks through the city.

The event was an opportunity for participants to ‘wander’ through the city, to experience the concept at the center of this collaboration.