South2 West8 was launched in 2003 and is based in Hokkaido, Japan, a region that boasts a great natural environment. From 2015, under the concept of 'FISH & BIKE', the brand focuses on the traditional Japanese fishing method 'tenkara'. The brand has also been focusing on the American-born Fat Bike. The brand also advocates an outdoor lifestyle that makes full use of fat bikes born in the USA for fishing, and has released a number of products born from this new concept, including not only clothing but also original waders and rods. Today, the brand also proposes (and promotes) Urban Outdoor Outfit, a style of outdoor clothing that works in the city.