A mountain festival set up by giants of the outdoor and fashion worlds.

The event was held under the philosophy of conveying the essence of the products by actually using the gear and clothing in the field. The North Face and BEAMS have cultivated values, philosophies, and ideas about the outdoors, and these were fully incorporated into the event. There were activities, music, food, and even transportation. For safety reasons, the number of participants was limited to 100, but a whopping 700 applicants flooded in, and the ratio of applicants to participants was a whopping 7 times higher than that of applicants.

The venue was Lake Sotaka Campground in Nozawaonsen Village, Nagano Prefecture. The North Face tents were set up at the campsite spread out around the lake, which was the sleeping area for the participants today. It was a great opportunity to experience the products in the field without having to purchase them.

The main attraction of this event was the activities. There will be four activities: SUP & Yoga, Climbing & Bouldering, Trail Running, and Mountain Biking. Participants will experience three of these activities on two separate days. There is a mix of experienced and novice participants, some pushing themselves and others enjoying themselves at their own pace. Instructors are gentle, sometimes blasting, and the mood is friendly from start to finish.

When starting a new activity, the beginning is crucial. Because if you stumble, it is difficult to try again. However, strangely enough, everyone at this event seemed to be enjoying themselves. What I felt there was the importance of having people around you at the same level, not to mention the instruction by professionals in the field. This may have been another underlying theme aimed at by the organizers, who are promoting the spread of the outdoors.

After the activities are over, we warm up with American spare ribs, warm pork soup, and a campfire. And to top it all off, Yogee New Waves performed a live set. Many had been looking forward to this, and the small stage built in the woods became a whirlpool of excitement. After that, the DJs took over, and the sound echoed until late into the night.

Occupation: Company employee
Residence: Tokyo, Japan
Participated activities: Yoga, SUP, rock climbing, trail running
What I'm most looking forward to at the event: everything. Including the space.
Usual Activities: Gym
Favorite Artist: Lexi
Car usually driven: Notebook
Coordinating points: ease of movement and practicality. I was so excited!

Occupation: Company employee
Residence: Tokyo, Japan
Participated activities: SUP, rock climbing, trail running
What I look forward to most about the event: trail running
Usual activities: Trail running
Coordination points: dress for trekking

Occupation: Company employee
Residence: Tokyo, Japan
Participated activities: bouldering, yoga, SUP, trail running
What I look forward to most at the event: yoga!
Usual activities: Mountain climbing
Coordinates with: Raku

Occupation: Interior design company
Residence: Tokyo, Japan
Participated activities: Yoga, SUP, rock climbing, trail running
What I look forward to most at the event: SUP!
Usual activities: trekking, camping, biking
Favorite Artist: Ohashi Trio
Coordinates with The North Face

Occupation: Architectural design
Residence: Tokyo, Japan
Participated activities: Yoga, SUP, rock climbing, trail running
What I look forward to most at the event: Climbing
Usual activities: Mountain climbing
Favorite Artist: Chee Shimizu
Coordinating point: red windbreaker

Occupation: Company employee
Participated activities: SUP, rock climbing, trail running
What I look forward to most at the event: SUP!
Activities I usually do: Camping, festivals
Favorite artists: Yogee New Waves, never young beach
Today's Coordinates: All Blacks, Bug Boy

Occupation: Student
Residence: Kanagawa, Japan
Participated Activities: Yoga, SUP
What I look forward to most at the event: The live music and food in the evening.
Activities we usually do: Live
Favorite Artist: Nulbarich
Car: Aqua
Coordinating point: Hats

Occupation: Teacher
Residence: Kanagawa, Japan
Activities participated: Yoga, SUP, mountain biking, rock climbing
Things I look forward to most at events: activities, live music, DJs
Activities you usually do: Camping
Favorite Artist: Evisbeats
Car: Volkswagen
Coordination point: Ease

Occupation: Company employee
Residence: Kanagawa, Japan
Activities participated: Yoga, SUP, mountain biking, rock climbing
What I look forward to most at the event: mountain biking!
Activities you usually do: Camping
Favorite Artist: Galantis
Coordinates with: As usual

Occupation: General trading company
Residence: Nihonbashi
Participated activities: mountain biking, trail running
What I look forward to most at the event: DJ
Activity you usually do: Skateboarding
Favorite Artists: Spit Qi, Jinmenusagi
Today's Coordinating Point: Original T

Occupation: Company employee
Residence: Yokohama
Participated activities: SUP, mountain biking, trail running
Things I look forward to most at events: camping, live music
Usual Activities: Running, occasional trekking
Favorite artists: HONNE, Yogee New Waves, chelmico
Today's coordination point: treerun specifications

Occupation: Company employee
Residence: Osaka
Participated Activities: SUP, Yoga
What I look forward to most at the event: Activities
Usual Activities: Running
Favorite Artist: Avicii
Vehicle: Hilux Surf
Coordinates with: Raku

On the second day, the participants returned home around evening. They were all looking good, with a moderate sense of fatigue and satisfaction. The mood of the festival, in which not only the organizers but also the participants worked together to create a festival, is something you can never find at other events.

The boundary between fashion and the outdoors is no longer a barrier. The North Face" and "BEAMS" are two of the contributors to this trend. Let's hope for more joint opportunities in the future, and enjoy fall activities in style.