For almost 20 years now, Franky has been an essential part of our HF x Taiwan partnership — not only building the brand locally, but also being deeply involved in product development, retail, and community building. With the recent opening of two new physical stores in downtown Taipei and Linkou, we’re taking the next step in our presence on the Taiwanese market. In this interview, Franky shares his insights into retail, snow culture, and how our long-term cooperation has evolved over the years.
Franky, first of all, can you please quickly introduce yourself for those who haven’t read our previous interview with you?
I’m Franky, the director of Horsefeathers Taiwan. I’ve been working with the brand for almost 20 years now. Beyond leading the team as the official distributor and building the brand on the Taiwanese market, I’m also involved in the development and production management of Horsefeathers outerwear.
You’ve been working with us for many years now. What do you think has evolved the most in our cooperation?
Trust has evolved the most. Today, we work much more as long-term partners, sharing ideas, market insights, and innovations on how to build better products and a stronger brand, rather than focusing solely on sales numbers.
What do you think sets us at Horsefeathers apart from other brands you work with in Asia?
At Horsefeathers, we have a very clear DNA. We deeply understand snow culture while staying open to evolution, which allows us to adapt the brand authentically to different markets.
"A store is not just about sales — it’s about atmosphere, trust, and long-term presence. That physical interaction is something digital channels can’t fully replace." - Franky
Taiwan has been a strong market for us for a long time. What makes it special compared to Europe?
Taiwan is unique because snow culture here is built on passion rather than proximity. People travel far to ride, they research deeply, and they care strongly about brand identity. Once loyalty is earned, it’s very strong. Horsefeathers is trusted as a technical snow brand, but increasingly it’s also seen as something people wear beyond the mountains — while traveling, commuting, or simply living their everyday lives.
Do Taiwanese customers look for the same things in our collections as European ones, or do they have different priorities?
The core expectations are the same: function, durability, and design. But Taiwanese customers are especially sensitive to versatility. They want pieces that work across different climates, seasons, and daily scenarios.
Are there any specific pieces or categories that work especially well in Taiwan?
Outerwear remains the backbone, but lightweight layers and street-oriented pieces have been growing very fast. Products that can move easily between outdoor use and city life perform particularly well. For example, the SeeK collection, which was designed specifically for the Taiwanese market, was created as a street-focused line for riders. It carries a clear snowboarding DNA combined with distinctive design, rider-friendly functionality, and an accessible price point. For Taiwanese customers, SeeK works because it feels authentic — it’s made by people who ride, but designed to be worn beyond the mountains. That balance between snow culture, everyday functionality, and affordability makes it very easy to integrate into daily life.
If you could create one Horsefeathers product specifically for Taiwan, what would it be?
A lightweight, highly packable snow jacket designed for travel and changing climates. Something that works from city streets to mountain trips without feeling overbuilt.
"What stayed with me the most was seeing customers bring friends and family into the store. That showed me Horsefeathers had moved from being just a product they buy to a brand they feel comfortable sharing." - Franky
This year we opened two new Horsefeathers stores in Taiwan. Where are they located, and why do you think now was the right time to go fully into retail?
We opened one store in a shopping mall in downtown Taipei and one street store in Linkou, on the outskirts of Taipei. Opening physical stores was about giving customers a deeper, more tangible way to experience our products. At the same time, physical retail allows us to do more than just sell. It gives us a platform to host events, share knowledge, and actively promote snowboarding culture to a wider audience in Taiwan.
What does it personally mean to you to see physical stores, rather than just an online shop or a catalogue?
For me, it means the brand has become real in people’s daily lives. A store is not just about sales — it’s about atmosphere, trust, and long-term presence. It gives people a place to connect, whether they ride every season or are just curious about the culture. That physical interaction is something digital channels can’t fully replace.
How did people react to the store openings? Was there any moment that really stuck with you?
What stayed with me the most was seeing customers bring friends and family into the store. That showed me Horsefeathers had moved from being just a product they buy to a brand they feel comfortable sharing.
Where would you like to see our cooperation over the next few years? More stores, events, or maybe something else?
The focus is on depth rather than speed. Strengthening the community, improving the retail experience, and creating meaningful events that connect people to the brand will always come before rapid expansion.
Do you see potential for stronger connections between the Taiwanese HF community and the European one?
Yes, very much. There’s a shared mindset around snow culture, travel, and creativity. I believe there’s strong potential for more rider exchanges, events, and storytelling that connect both sides more closely.
If you had to explain in one sentence to Taiwanese customers why they should choose Horsefeathers brand, what would you say?
Horsefeathers is a brand built by people who truly understand snow culture and design products that fit not only the mountains, but real life as well.
