Written by Justin Reiter, Zirkel Optics Cofounder and Olympian

There are powder days you never forget. And then there are the trips where the snow doesn't fall—and somehow, those ones stick with you just as much.

This past January, Dominik Spuller (my fellow Zirkel Optics cofounder), Olympic gold medalist Vic Wild, and I traveled to Japan with Trew Gear to test new products, ride legendary powder, and soak in the cultural magic of a place that’s become hallowed ground for snow lovers. What we didn’t expect? That we’d land during the one week in January where it didn’t snow.

Welcome to “low tide” in Japan. But as we quickly discovered, if you're willing to shift your mindset, low tide can still deliver high vibes.

For brands like Zirkel and Trew—both born from a deep-rooted love of the outdoors and a shared commitment to sustainability—Japan is more than just a powder paradise. It's a living blueprint of balance, beauty, and reverence for nature. And even without bottomless turns, that spirit was everywhere.

We started the trip chasing forecasts, hopeful that the next valley or higher ridge would deliver. But when the skies stayed bluebird and the snowpack stayed thin, we leaned into the journey itself.

There’s something special about skinning toward Mt. Yotei on a windless day. The mountain stands alone—majestic, dormant, and spiritual. We reached a vantage point where the world felt infinite. No snowstorm could’ve topped the view we earned. Sometimes, seeing farther is better than skiing deeper.


We spent our days riding what we could, getting creative with terrain, dialing in goggle and outerwear feedback for both brands, and our nights? Pure magic. Japan's food culture is second to none—steamy bowls of ramen, delicate sashimi, crispy tempura—and every meal felt like a ceremony. Add in the ritual of hot springs after long days on the mountain, and we found ourselves completely immersed in something more rejuvenating than a pow day.


And the toilets. Let’s just say Japan’s attention to detail made even the most mundane moments memorable. Heated seats, ambient sounds, precision everything. I caught myself wondering: Can I fit one of these in my carry-on?


More than anything, the trip reminded us why we do what we do. As athletes, founders, and creators, we often chase the epic—the deepest snow, the biggest lines, the wildest stories. But Japan reminded us that what really matters is connection. With each other. With nature. With the small moments. With the bigger picture.


At Zirkel, we’ve always believed in performance with purpose. Working alongside Trew Gear, another brand that puts sustainability and soul at the center of everything they do, reinforced that belief. Even in the absence of powder, we walked away inspired, stoked, and more connected than ever.


This trip wasn’t about snowfall stats or vertical feet. It was a lesson in gratitude, presence, and perspective. And a powerful reminder that, in life and in snowboarding, as Craig Kelly said "the journey truly is the reward."