Taro Tamai could have been a mainstream pro snowboarder – wearing baggy pants, trying to perfect spinning grabs above halfpipes, and flogging as many boards and accessories as possible for his sponsors.
Instead he followed his own path, travelling, surfing, “snow surfing” and creating perhaps the most soulful snowboard brand in the world, Gentemstick. Powderlife asked Tamai-san why he doesn’t mass market the brand, and what the future holds for him and Gentem.
“Unlike many larger companies, we don’t produce boards based on sales predictions. Our focus is quality. This has allowed us to place more value on the environment and the integrity of our company. Year after year we have no problem selling every board we make. Our first priority is making a genuine, high-quality board. Our style is something that will last for a long time without changing much – it’s not new or old. If there is snow, our board will always be there.
“In 20 years I would like to be making the best boards for my age group at that time. Although I imagine the next generation will have taken over what I’m currently doing for the company.
“My goal is to make people aware of the true meaning of snowboarding. Making snowboards is just one of my expressions towards this goal. I’m always searching for new forms of expression. Making films and taking photos are two other ways I express my philosophy. In the future I hope to take more photos and have more time to write. I’m planning to publish a photo book next spring.
“I hope my efforts will better the images of snowboarding and surfing, and help Niseko grow into an even greater ski resort.”