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.
PROFILE
静岡県生まれ。幼少期から釣りに親しみ、ブラックバスにどっぷり浸かり、シーバスにも没頭した。社会人になってからはオフショアのマグロ・ヒラマサにものめり込む。水産大学で魚類生態を学び、釣り業界での経験を経てNORTH EDGE STANDARDを設立。
北海道では20年にわたりルアーでトラウトを釣り歩き、近年フライフィッシングへ。フライ歴は長くないからこそ、ルアーで培った「魚を獲る」視点を道具づくりに持ち込んでいる。ルアーで得た経験は、フライギアの設計にとどまらず、次に形にしたい道具の構想にもすでに生きている。
一方でアンティーク輸出業を長く手がけ、海外への販売を得意とする。北海道を拠点に国内外のフィールドへ足を運び、魚を知る学びと、現場で魚を獲ってきた経験、そして海外市場の視点を重ね、使う人にとって本当に意味のある道具を形にしている。
NORTH EDGE STANDARD
Sohei Yamada, Founder
Product Director
フィッシングガイド／北海道全域
River Freak Fishing Guide 代表
1986年札幌生まれ。幼少期からトラウトの豊富なフィールドで育ち、大学では魚類学・魚病学・生物多様性学を学ぶ。ルアー＆フライのプロショップ2軒で約6年間勤務し、業務としてフィッシングガイドも務めた。その後フライフィッシングへ本格的に転向し、シングルハンドのドライ・ウエットからダブルハンドのスイング、スペイフィッシングまで幅広くこなす。
独立してRiver Freakを開業して以来、数年先まで予約が埋まる人気ガイドとして知られる。年間釣行日数は最大で300日以上、現在も何年にもわたって年間200日以上をフィールドで過ごし、北海道の渓流から本流、湖、海まで、ニジマス・イトウ・アメマスを筆頭に道内全域をガイドしている。
フィールド状況や流れを読む力、冷静な判断でゲストを夢の一尾へ導くプロフェッショナル。天候や河川状況に応じて釣り方を組み立てる引き出しの多さは、そのまま道具への要求の厳しさでもある。
NORTH EDGE STANDARDでは、この膨大な実釣経験をもとにロッドやフライの設計・フィールドテストを担当。現場で本当に通用するギアを形にする、開発の要を担っている。
Shohei Takamaru, Product Director
RiverFreak フィッシングガイド
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* |
| Sapporo Office | 6-11, Hiraoka 8-jo 3-chome, Kiyota-ku, Sapporo, Hokkaido, Japan (Planning, Development, Inspection & Shipping) *No walk-in store* |
| Manufacturing | 6-11, Hiraoka 8-jo 3-chome, |
| 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 |