[OGZ's Yamato Town Exploration Report Vol. 07] Nagano Azumino Edition - Exploration Report from the outdoor shop "ITOMIZU"
Written by Yasushi Hisatomi
There are more and more mountain shops in the countryside. I'm sure I'm not the only person who feels that way. It's such a niche movement, so there's no statistical support, but considering the diversification of activities, the camping boom, the rise of small manufacturers, and the spread of online shopping, it's easy to imagine that opening businesses in rural areas will also create some opportunities.
Above all, there is something irreplaceable like the simplicity and beauty of providing products to those who use them in places where the tool is actually used. I can somehow understand the feelings of people who want to start a business.
A shop that provides the best tools to play on the land. There is a charm that you can't find in shops in large cities like Tokyo and Osaka.
At Outdoor Gearzine, the company has been introducing attractive shops in the region every now and then, but this time, in July of this year, I visited ITOMIZU, an outdoor shop that opened in Azumino, Nagano Prefecture.
The interview was conducted in mid-July, so the selection was from that time. Thank you for your understanding.
Mountain select shop for nature and fashion lovers
After getting off Azumino IC and heading north on the national highway for a while, the shop was found in a vast rural landscape.
The one-story building, which was built in the 1990s with a lovely red roof, was once a restaurant and a residence. It's also quite spacious.
At the entrance to the shop there is a plate with the ITOMIZU logo designed. Just seeing this gives you a sense of the atmosphere of the restaurant that is not for free.
When you enter the store, you will see a lot of natural light coming in so much that you wouldn't imagine from the exterior, it gives off a sense of openness and is well-ventilated.
The spacious space has a sense of style that must have been carefully selected, and are displayed on the furniture that is not just mountain tools, but rather like an apparel select shop.
The owner said on the shop's Instagram:
Today's outdoor and garage brands have their own unique characteristics, beyond the scope of "mountain tools," and most of them are not just in the field of mountains, but also in town wear and everyday items.
I also strive to create displays that will highlight such wonderful items, and hope to become a store that will make you feel happy just by looking at it.
That's what they say.
Certainly, if you look into the backpack shelves, you will find a selection of brands that combine functionality and design, such as boufus, shelt, if you have, and ACTIBASE.
As for apparel, although the materials and fabrics, including design, coloring, patterns, and more, are both outdoor-style, are not completely out of place as everyday wear, meaning they are fluorescent and flashy cuts, and are not "mountain" in that they are not "mountain" or "mountain". I'm likely to forget that I'm at a mountain tool shop.
Shelt, which I personally had been interested in, was attracted to, as it had a great range of items, including down jackets, pants, backpacks and sacoches.
Some of the brands I first learned about here. "Mannenrou" is a clothing that aims to "practicing things that will make your way of life more enjoyable and enriched" and "slowly connect the city and nature." I fantasized that it would be fun to be able to spend every day in Azumino wearing something like this (move me up!).
This is a DCF pouch from "perm and baton". It's light and functional, and it's a very stylish one. Not only is it really functional, but it also only has stylish mountain tools.
Now, I'll check out the items and look elsewhere.
Another name for this shop is "a select shop that looks like a mountain hut."
This is because there is a relaxing space that makes you feel like you're going to stay for a long time. Half the space in the shop is the space where you can take off your shoes and get up, with a pleasant smell of fresh air.
In front of the full window are the majestic peaks of the Northern Alps. The view is still dynamic and spectacular, but I wonder what will happen in winter.
The open terrace offers a pleasant breeze when you open the window.
This is also a cafe where you can enjoy drinks.
Since I had the opportunity to go to the store, I had the owner's signature cold brewed coffee. It's bliss.
There is even a bookshelves where you can read freely. Each and every detail conveys the store owner's feelings.
The best part is even the exhibition space. Although it was still in preparation at the time, it seems that the works of various artists are also being exhibited at the time of writing this article.
Mizuno (photo left), the owner of the shop, who had been working as a stylist for a while, got hooked on the mountains after climbing Mt. Chogatake in 2021, and in the near future he created a shop filled with such a comfortable space and wonderful mountain tools. Its purity and delightfulness are simply impressive, and the momentum and passion throughout the store is overflowing with it, which is really pleasant.
ITOMIZU aims to create a relaxing space like a hut, where you can pick up beautiful items with reliable functions, look out at the mountains, and take a leisurely break while drinking freshly brewed coffee.
When asked about the latest news, they found out that they have recently introduced the highest-end "high-quality photo printer" to their store, and have started a printing service that allows them to print photos taken in the mountains in the store.
It is said that the time for the three-tiered autumn leaves to be neared to be able to see the three-tiered autumn leaves from the shop window, so why not stop by on your way back from the mountain climb?
For more information about the store, check out the official Instagram.
View this post on Instagram
