In Tianshan, China, in 1980. Bob Lee is the first Westerner to explore the Bogoda peak glacier.
c Robert M.. Lee

Passion for nature conservation over half a century.

Since the establishment of HUNTING WORLD in 1965, the brand has used "a tuskless baby elephant" as its logo mark. It is a symbol of freedom, rebirth and happiness.

The logo mark represents the love of, and respect for, Africa of Robert M. Lee (fondly called Bob Lee), the founder of HUNTING WORLD, who spent many years in Africa before he launched his brand. Faced with the reality of Africa where wildlife was endangered by poachers, young Bob Lee began promoting the importance of nature conservation more than 50 years ago. Later, Bob conducted expeditions all around the world. He actually discovered the Ovis ammon polii ( wild Marco Polo sheep) while exploring the Pamir region of western China, and deepened his interest in, and understanding of, wildlife and nature. His passion was so great as to pressure the Chinese government to establish a wildlife sanctuary in the Pamirs.

The "tuskless baby elephant" embodies the philosophy of Bob Lee who has led his life in close contact with nature, and of HUNTING WORLD.

HUNTING WORLD is seriously concerned about the present status of Borneo in Southeast Asia, where elephants and orangutans are endangered.

Crisis on  Borneo  - Paradise of Wildlife

Borneo is the third largest island in the world. The "paradise of wildlife" has attracted many wildlife lovers and researchers. It is well known that orangutans exist only on Borneo and Sumatra.Bornean pygmy elephants, the world's smallest elephant, live here.

In the 1990s, oil palm plantations spread rapidly in Borneo. Today, oil palm plantations are very extensive, many oil palm processing plants have sprung up and development is continuing at a rapid pace. In the 30 years since 1980, the area of rain forest in the state of Sabah in Borneo has decreased 25%.

Deprived of their habitat, wild animals are now forced into ever-narrower tracts of forest. Their numbers have been decreasing due to food shortages. Genetic diversity has also decreased, as mating can only occur within isolated regions. Environmental degradation of their habitat is serious.

This stark reality is not known to people around the world. Palm oil made from oil palm is widely used for snacks and instant foods people consume every day. People everywhere enjoy the benefit of palm oil. Yet, there is virtually no opportunity for us to know that the benefit is bought at the expense of Borneo's nature and wildlife. At this very moment, the Borneo forest is being destroyed.

An endangered species of Asian elephant c SARAYA

Aerial photo of Kinabatangan river in Borneo. Plantations close in on the river. c SARAYA

To improve this situation, the Sabah State Wildlife Department, companies and plantation owners joined forces to establish the Borneo Conservation Trust (BCT) in 2006. Mr. Toshinori Tsubouchi, who had been sent to Borneo in the capacity of wildlife habitat management specialist from Japan International Cooperation Agency (JICA), was invited to become director of this organization. BCT purchased land which separated one forest tract from another, with the objective of recovering natural corridors for wild animals to migrate freely. This "Green Corridor" project succeeded in purchasing two hectares of land in 2008. In order to achieve the objective of buying 20,000 hectares of land, a fund of more than 20 billion yen is required. The goal will not be achieved without the understanding and cooperation of a great many people.

the Borneo Conservation Trust

Established in 2006, Borneo Conservation Trust has tax-exempt status from the Sabah State Government. The objective is to set up a platform for government, firms and NGOs to increase "Green Corridors" for the conservation of biodiversity.


A 4-wheel drive vehicle and a research boat were donated to the Wildlife Department, Sabah State Ministry of Tourism, Culture and Environment.

For HUNTING WORLD, whose brand theme is the "coexistence of nature and humans," the environmental crisis is an issue that cannot be neglected.

In 2008, HUNTING WORLD began supporting BCT's activities. HUNTING WORLD emphasizes the importance of environmental conservation through sales of charity goods, talk shows and photo exhibitions.

Sales of charity goods first began with bags and now includes a variety of product items. A small percentage of the sales is donated to BCT to support their activities.

Bob Lee has long expressed his love of nature in his HUNTING WORLD collections. HUNTING WORLD products are equipped with functions that are necesssary for outdoor activities. Each design has its message to nature, because it is HUNTING WORLD's philosophy to enhance "coexistence of nature and humans." Humans must coexist with nature through environmental conservation for a better future.

Conservation activity in Borneo is part of such effort. The charity activities are the mission of HUNTING WORLD, a truly nature-loving brand.