FEATURE / PREMIUM
# 005
How to Dig?
Digging shopkeepers.
There are several stores that stand out among those who enjoy the outdoors.
The reasons for this could be assortment, novelty, or any number of reasons,
The most important factor may be the owner's discernment.
Stylist Kenichi Taira, one of the outdoor world's foremost connoisseurs,
How could we not know these shopkeepers?
According to Mr. Taira, "mountain mountain factory" and "COMPASS" are two of the most popular,
Oddly enough, the digging ability of these two stores, which are within walking distance of each other, is said to be unparalleled.
We are standing by to see how deep we can dig in the outdoors when we have both of them.
Photo_ Yuya Wada
Stylist_ Kenichi Taira
Edit_ Yuka Koga
Design&Development_ BONITO
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mountain mountain factory A campers' consulting center for all kinds of problems.
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COMPASS Universal,
A store that continues to place the constant. -
TALKING Digging two is a thing,
How do you see people?
Campers.
A consulting center for all kinds of problems.
A little out of the center of Nagoya,
Along the Nagoya Expressway No. 3 Ohtaka Line where there are many cars passing by.
It is the one that appears out of nowhere
Mountain Mountain Factory
(mountain mountain factory)".
Driving the recent outdoor boom
It is not a popular store,
It has the appearance of a place known only to those in the know.
Campers only knew about it through Instagram and word of mouth,
You must have been surprised when you actually came.
He is the owner of this store, commonly known as MMF,
We visit Mr. Shinya Yamaguchi, who is also an old friend of Mr. Taira.
PROFILE
BRAND
MMF Representative
NAME
Shinya Yamaguchi
DATA
After working as a buyer for a vintage clothing store (until the age of 21), in advertising, and at an IPO for a venture company, he set up his own business in 2017 to turn his hobby of the outdoors into a career. He returned to his hometown in Aichi Prefecture and launched "Mountain Mountain Factory". Later, he organized "M16," a garage brand group of individuals making outdoor gear, after opening a store at "Field Style," one of the largest outdoor trade fairs in Japan.
mountain mountain
How the factory was built.
Interview by Shinya Yamaguchi 01
If you step inside, or even just glance at it from the outside, you will be immediately convinced.
The gear lined up in a cramped space ranges from the rare items that are sold out and not available for purchase,
The lineup is sure to make tool enthusiasts drool, including the hottest new products.
But if you look closely, you will see that they also have a decent selection of standard quality products, which sets them apart from other stores.
We don't have a lot of garage brand items," he said. They sell out quickly."
Indeed, I wonder if they are all rare as far as I can see,
That is not the case inside the store. The "mmf" has been open for about five years,
In the beginning, he says, he was not aware that it was an outdoor store.
Before you know it, it's an outdoor store.
Interview by Shinya Yamaguchi 02
Where did Mr. Yamaguchi and the camp first come in contact with each other? We will unravel the story from the name of the restaurant.
When I was a buyer about 25 years ago, my friends and I had a business called 'Mountain Mountain Candle Factory.
I was traveling around the country raving and selling my own candles.
So for me, camping is a means to an end.
They helped me with the interior design of the store when I started it up, and they gave me the name of the store.
Learn about the fun of camping in the field.
Interview by Shinya Yamaguchi 03
Mr. Yamaguchi doesn't stop with mere criticism.
When I saw such people at camp, I approached them and asked for their stories.
I think he thought I was trying to pick a fight with him (laughs).
The camp had a more relaxed atmosphere than now, and it was easy to talk to people nearby,
'Why do you have this style?' I said.
But as we talked like that, we got to know each other better, and I began to understand some of what they were saying.
Why do you enjoy camping and why do you use the equipment?
I'm beginning to think that camping for the sake of camping can be fun.
After that, I got hooked on solo camping and became a swamp of self-satisfied gear..."
What's M16?
I'm talking about the garage brand group.
Digging for roots!
Among the camping trends,
The garage brand group "M16 (M-Sixteen)" appeared like a meteor and quickly became a leader in the industry.
Mr. Yamaguchi is also the boss who brings them together as a group of craftsmen.
On behalf of the official website, which has almost no information, we ask Mr. Yamaguchi to answer Q&A questions.
Garage brands...refer to brands that produce and sell camping equipment on an individual or small scale.
It is as if a camper who came up with the idea of having such a tool made it by hand in the side of his garage,
Many of the items scratch an itch, and some are so popular that they have developed a devoted following.
MEMBER.
Question 01 /
What is "M16?"
Craftsmen in various fields hold their own.A team of tiny brands belonging toIt is. We are also event friends and a group that goes camping together.
Question 02 /
How did you start up?
To be held in Aichi, JapanIt was at an outdoor exhibition and sales event, "Field Style," that we opened our stall.I knew that there were some people who wanted to participate, but didn't know how to do it, and that it would be difficult due to the scale of the event. I thought it would be a good idea for me to organize them to participate as a team, so I asked around and we ended up with this big team (laughs).
Question 03 /
What are your activities?
As per the start-up process, it is mainly an event store.I show up somewhere at least four times a year, including "Field Style."We are getting more and more requests to participate in our events, but it is quite difficult to get everyone together, so we limit the number of times we do so. At the post-event drinks, we exchange opinions and talk about the future.
Question 04 /
What is your camping style?
We go camping at events and in private when the timing is right, but it's not like we decorate each other's items and the camp site is full of garage brands! Rather, it is definitely simpler than the elaborate sites you see on Instagram.I imagine that I am building a camp site with only what I need. I often spend time there talking, eating, and testing prototypes.
Question 05 /
The Garage Brand
Good or bad?
I think the beauty of the garage brand is its speed.It is simple and fast because we use our own technology to solve inconveniences felt at camp.Moreover, they are made by experts who go camping week after week, so they are highly reliable. It is my personal regret that since camping has become popular, the impression of "gimmicks" has become a bit stronger. People started camping with garage brands, and there is a wealth of information available on the Internet,People who used to be solitary craftsmen are now seen as "idols you can meet".Or rather. I feel like I'm being consumed too much. It's a difficult thing to say, because it's a good thing that camping, which used to be a hobby, has turned into a job, and I can make a living doing it.
Item
mmf bargains.
To Taira, who has also known Mr. Yamaguchi for a long time,
We asked them to look around "mmf" and select the best items.
Also check out the manager, Mr. Kitajima's first choice.
SHOP DATA
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Store Name:
mountain mountain factory /
Mountain Mountain Factory -
Address:
2-14-5 Shirogane, Showa-ku, Nagoya City, Aichi Prefecture
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Hours:
Weekdays 12:00 - 20:00 /
Saturdays, Sundays and holidays 10:00-19:00 -
Regular holidays:
Thursday
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Inst:
Universal,
A store that keeps the constant things happening.
Every time I visit Nagoya
This is the store where Mr. Taira says he stops by,
It is different from MMFs.
The compass is located in this seemingly unnoticeable location.
The compact store is a fishing tackle shop in the eyes of some,
To some, it is a thrift store,
Some people see it as a folk art store...
In layman's terms, it is a general store,
There was an order and chaos that could not be so easily explained.
PROFILE
BRAND
COMPASS
owner
NAME
Nobuyuki Sugito
DATA
He worked for 15 years in interior design stores in Tokyo. In 2012, he returned to his hometown, Aichi, and opened the store "Compass" in Sakae, Chuo-ku, Nagoya, and will move to his current location in Chiyoda, Naka-ku, Nagoya in 2020. On weekends, he goes fishing, and his Instagram is full of fishing catches.
I collected them at will.
Interview by Nobuyuki Sugito 01
Compass" is a must stop for Taira-san when he lands in Nagoya.
I thought it was an outdoor store, but that doesn't seem to be the case.
Inseparable from fishing.
Interview by Nobuyuki Sugito 02
If you are a discerning person, you will notice.
Even in the seemingly genre-less "Compass," there is a particularly large selection of fishing-related tools and goods, including rods, reels, and pictures of fish.
The store's Instagram is also full of fishing results! Mr. Sugito is actually an avid fisherman.
I belonged to the Boy Scouts of America, so the outdoors has always been a part of my life.
When I say play, I mean in the mountains or at a river. The Kiso River was close to my house,
When I was a student, I used to skip my summer make-up classes and go river fishing (laughs).
When I got home, my mother would ask me, "Why are you tanning? I'd give her some crazy excuse like, "It's for gym..."
However, he was away for a while while in Tokyo.
While refining the senses
Continue to select.
Interview by Nobuyuki Sugito 03
Mr. Sugito goes out to buy not only in Japan but also overseas.
And I used my business trip as an excuse to go fishing...or rather, buying while fishing.
The more enthusiastic Mr. Sugito becomes about going anywhere for fishing, the deeper and deeper the lineup of stores becomes.
I often go overseas to the United Kingdom to buy things.
At the time, there were many stores around that sold American goods, so I wanted to do something different and started going to England.
I like European tools myself because they have a long history and many of them are old.
I go to antique markets, and since the big markets are concentrated in June when the weather is nice, I often aim to go there.
Prices are high in the city center, so we drive to the suburbs in a rented car.
And that June is a good time for fishing. The market ends around noon, so I fish in the afternoon.
We may go to other places, but the criterion is the proximity of a river where we can fish.
It's an important part of our business, so I go out buying to fish, and I also expense my fishing gear (laughs).
Exhibition
Watch Compass.
In the compass, where many things are lined up in exquisite arrangements that are not noisy to look at,
Besides shopping, there are other pleasures to be appreciated.
"You can't tell the difference between what you can afford and what you can't afford!" And
Taira-san was also happy to look around painstakingly.
Shopping
Buy at Compass.
And of course, you are welcome to shop.
Since Mr. Taira found it before,
At Compass, where you can't help but shop every time you stop by,
We picked up a few items that we couldn't resist.
Please check the price at the store.
SHOP DATA
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Store Name:
COMPASS
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Address:
2-16-20 Chiyoda, Naka-ku, Nagoya-shi, Aichi, Japan
Yasui Bldg. 2F -
Hours:
11:00-19:00
(Monday only, 11:00-17:00) -
Regular holidays:
Tuesday
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Inst:
Digging two is a thing,
How do you see people?
In fact, we have known each other for some time.
Their unique perspective on things,
I got a little peek into their private chats.
Technology that doesn't dance around trends. Talking dy Yamaguchi&Sugito 01
Do you go back and forth to each store?
Yamaguchi : I go there on a whim. The selections are all good, but I always thought it was really cool that they had nickels and stuff.
Sugito : It doesn't sell at all, though. I like the design. It has nothing but its use as a pickel, but I thought that was clean and cool.
And I'm sorry, I've never been there.... I've never been there... I've driven by it, but..!
Yamaguchi : He's never come to me (laughs).
Sugito : To be honest, I am a little afraid that when I go to someone else's store, I will be influenced by the lineup in my mind. I am afraid that I will unconsciously input the lineup and buy the same items the next time I go shopping.
Yamaguchi : I know because we are probably the same age group. I also dislike looking at Instagram and magazines. I get curious about what's trendy and think, "Oh, this is what's popular.Tools should be universal, so there should be no need to worry about trends.However, it was no good not knowing anything when I was buying, so I told Kitajima, "You should look at my Instagram (laughs).
Does someone's recommendation make noise?
Sugito : Even if I don't think I care about it, it still comes in unconsciously.
Yamaguchi : If that is the case, it is better to actually go camping or fishing and meet people on your own. For example, it is a good idea to take tools that your friends are using and say, "That's really nice! I think it's a good idea to adopt tools that your friends are using.
I don't really like social networking sites, and even people I haven't seen in a while start talking about how I posted something on Instagram the other day.
Sugito : There are people who talk on the assumption that we are looking at their posts.
Yamaguchi : I'm sorry, I don't know..." (Laughs) With social networking sites, information comes in on its own even if I don't meet them, which is kind of lonely. I just don't know how to use it well.
Sugito : I'm very interested in the fish that other people catch. I'll say, "Oh, that fish was caught in the river over there.
Yamaguchi : That kind of limited use is good.
Tokyo people, Nagoya people. Talking dy Yamaguchi&Sugito 02
You have experienced both Tokyo and Nagoya, what are the differences between the two?
Yamaguchi : It's rare to find a store like ours or Compass' here.
Sugito : People in Nagoya like things that are popular in Tokyo. Or, "celebrities are using it.
Yamaguchi : Where is it from and where is it sold? It's called an endorsement culture, but it's unique. And yet they have money, which is why Louis Vuitton is said to be the best seller in the world.
Sugito : therefore, my familyI think people from Tokyo spend more money than people from Nagoya.Maybe they think I can't decide if the price is too high or too low because it doesn't say anything about what it is.
Yamaguchi : Yes, you can see that when you do marche events. In Tokyo, people often ask for this without even looking at the price, but in Nagoya, they first look at the price, the name of the product, the description, and so on.
Sugito : You like new cars, don't you? When we sell our cars at that price, people say, "Oh...this is a used car, isn't it? I get a lot of "Oh... this is a used car, isn't it?
Yamaguchi : Used equipment (laughs). I once had a neighbor's grandmother come over and leave all sorts of old camping equipment, saying, "I know your place does a lot of used stuff, so I'll leave some of the stuff we don't use at home.
Sugito : Treated as a recycle store (laughs).
Yamaguchi : Yes, but when I looked closer, I found a good dead stock one in the mix. So I said, "I'll give you 40,000 for it. But he said, "No, no, it's used.
Where the outdoors goes,
I don't know what it is!
Talking dy Yamaguchi&Sugito 03
What do you think will happen to the outdoors in the future?
Yamaguchi : That's the part I'm losing sight of the most! To put it bluntly, I don't give a damn (laughs). As long as I can do what I enjoy.
Sugito : If I can enjoy fishing.
Yamaguchi : Really. What is a professional camper? Who gives them professional licenses? Like. You can play whatever you want.
Sugito : I think there are more and more people who don't really know what they like, and they get carried away by information.
It is very convincing to hear it from both of you. By the way, have you always had a style that does not dance around trends since you were young?
Sugito : I did so much! I guess I went through the whole thing and learned the pointlessness of fads. There is no end to it.
Yamaguchi : And when you are young, you try too hard to be professional (laughs). When I quit, I would throw it all away as black history, and seal it all up.But now that you've got some free time, you can go back to being a middle child once more, can't you?
Sugito : You can think about what you really like.
Yamaguchi : Especially for those who are in their 40s or 50s like us, I am sure they had a good time in their 20s, and it would be good to go back there again. It's not too late to start there.
Polish your eyes,
Capturing things.
Both the two shopkeepers and Taira-san,
They seem to be picking things out without a second thought,
A sense backed by experience and knowledge.
It is lodged in that one hand.
I've spent a lot of time and dealt with a lot of stuff.
Their aesthetic was genuine.
It won't happen overnight, though,
being tossed about in fashions and out of fashion
If you touch things in any way,
It seems to be gradually coming into view.
The big outdoor wave that is coming now,
This Series, "Garage's," is a HOUYHNHNM-style ride.
Kenichi Taira, a stylist active in the outdoor field, is the navigator,
They travel west and east to find places and things that interest them.
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Garage's The Outdoor Journal
VISON is a three-star complex where all kinds of culture are gathered. -
Garage's The Outdoor Journal
50 camping gears to win this winter. -
Garage's The Outdoor Journal
book of notes from Matsumoto (written in the late Edo period) -
Garage's The Outdoor Journal
Independent thinking.
People who give form to their very personal ideas.