Can Eddie Bauer Japan capture some of the magic that The North Face Japan has found? That question immediately sprang to mind in 2023 when Eddie Bauer, the struggling century-old American outdoor label, relaunched in Japan. 

There are many parallels between the two labels: Both are American heritage brands with a distinct Japan-only line run by a separate company. Both labels are also re-creating old American gear as new stylish everyday-wear, and the names of their high-end diffusion labels — The North Face Purple Label and Eddie Bauer Black Label — are suspiciously similar.

But the similarities don’t end there. 

Most notably, HYKE, the military-inspired label that’s “one of Japanese fashion’s best-kept secrets” is the mastermind behind a longstanding line with The North Face of quietly sophisticated technical wear established long before any trend forecaster uttered the words “quiet outdoor.” But The North Face’s HYKE partnership drew to a close last year, and in its place comes Eddie Bauer x HYKE. 

The results are exciting: Sprinkled amongst the voluminous military coats and flowing tailoring of HYKE’s Fall/Winter 2026 collection is a selection of Eddie Bauer classics. There is the Skyliner Jacket — America's first patented down puffer jacket — cut in a more oversized-than-usual shape with slouching shoulders. Another stand-out is a quilted MA-1 bomber jacket turned into a red puffer vest with small HYKE and Eddie Bauer logos sitting just above both pockets. 

Outside of refreshing Eddie Bauer’s signature puffy outerwear, HYKE is also releasing  Eddie Bauer merch, like New Era baseball caps, graphic tees, and sweatsuits — all underscoring the identity of  Eddie Bauer as the “original outdoor outfitter.”

It’s a similar approach to HYKE x The North Face, where time-honored outdoor gear became more urbane through subtly tweaked shapes, finished off with small hits of HYKE branding. And so far, the fruits of HYKE’s latest American label makeover seem just as impressive, relaxing the fit of Eddie Bauer’s best-known pieces without over-complicating the design.

Which is to say: HYKE is working its magic once again.

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