About the brand
NORTH EDGE STANDARD designs, manufactures and sells fly fishing gear built around the wild country of Hokkaido.
Our mission isn’t simply to make tackle. It’s to deepen the connection between anglers and the natural world, and to hand richer rivers to the next generation.
A message from our founder
Every time I stand in a Hokkaido river I come face to face with nature, and I’m drawn further into just how deep fishing goes.
When life wasn’t going well, when I was struggling, fishing was always what held me up.
That is why I came to want to give something back — to fishing, and to the Hokkaido that gives us all this abundance.
“You only get one life, so do it the way you want to.”
This brand was born from that thought.
What we’re after is not simply tackle that sits quietly alongside nature.
“An angler, head to head with one fish, taking hold of a dream.”
That is the moment we want to build gear for.
Together with our friends here at home and with anglers around the world,
we will keep facing the field in earnest.
NORTH EDGE STANDARD
Sohei Yamada, Founder
What we do
Centred on the planning, manufacture and sale of fly fishing tackle that makes the most of Hokkaido’s nature, NORTH EDGE STANDARD works across the following areas.
- Development and sale of fly fishing tackle
We build and sell rods, lines and accessories. - Field testing and product development
Testing centred on Hokkaido’s freestone and main-stem rivers — especially in the east and north of the island — carried out together with pro guides and field staff. We also take in the voices of pro guides overseas, building gear that proves itself where it counts. - Overseas expansion and international partnerships
Japanese craftsmanship, out into the world. We work with partners in each country and share fishing as a culture. - Our commitment to the environment
A portion of sales goes to fry stocking and to forest and river conservation. We’re after a cycle in which anglers can give something back to nature. - Working with our communities
Together with local communities, we put our effort into carrying on fishing culture, raising the next generation, and nature education.
Looking ahead
From here we will strengthen our overseas presence further, and through fly fishing gear born in Hokkaido,
carry the appeal of Japan’s nature, culture and craftsmanship to anglers around the world.
We want to remain a brand that walks alongside people who respect nature and care about their tackle.
Company information
| Company name | NORTH EDGE STANDARD Inc. NORTH EDGE STANDARD Inc. |
| Head office | B202, 7-8 Kamei-cho, Sakae-ku, Yokohama, Kanagawa, Japan *No walk-in store* |
| Satellite office | 6-11, Hiraoka 8-jo 3-chome, Kiyota-ku, Sapporo, Hokkaido, Japan *No walk-in store* |
| Founded | September 2017 |
| Representative | Sohei Yamada |
| Capital | ¥10,000,000 |
| Business activities | Manufacture, sale and export of fishing tackle and other export-related business |
| Products handled | Rods, lines, accessories and antiques |
| Antique dealer licence | 451480002209 |
| Get in touch | Contact us here |