The number of mountain shops in rural areas is on the rise. I'm sure I'm not the only one who feels this way. Because it's such a niche trend, there's no statistical evidence to back it up, but when you consider the diversification of activities, the camping boom, the rise of small manufacturers, and the spread of online shopping, it's easy to imagine that there are some opportunities for opening a shop in rural areas
Above all, there is something irreplaceable about the simplicity and beauty of providing products to people who will actually use the tools in the place where they are used. I can somewhat understand the feelings of people who want to start their own businesses
A store that offers the perfect equipment for playing in each area, offering a charm that cannot be found in stores in big cities such as Tokyo and Osaka
Outdoor Gearzine has been introducing attractive local shops whenever possible this year, and this time we visited ITOMIZU, an outdoor shop that opened in Azumino, Nagano Prefecture in July of this year
Please note that this interview was conducted in mid-July, so the product lineup and other information are from that time
A mountain select shop for nature and fashion lovers
After getting off at Azumino IC and heading north on the national highway for a while, the shop was located in the middle of a vast rural landscape
The beautiful red-roofed one-story building, built in the 90s, was formerly a restaurant and residence, which is why it's so spacious
At the entrance to the store, there is a plate with the ITOMIZU logo. Just looking at this gives you a sense that this is an extraordinary store
Once inside the store, you'll find that it's filled with natural light, creating an open and airy feel that you wouldn't expect from the exterior
In the spacious space, mountain equipment that must have been carefully selected and shows great taste is displayed on nice fixtures that look more like an apparel select shop than a mountain equipment store
According to the shop owner on Instagram,
These days, outdoor and garage brands go beyond the realm of "mountain gear" and each product has its own unique character. Most of their products are suitable not only for the mountain field, but also for everyday wear and everyday wear
We aim to create a display that will highlight these wonderful items, and hope to create a store that makes you feel happy just by looking at them
That's what they say
Indeed, if you take a look at the backpack shelves, you'll see a lineup of brands that combine functionality and design, such as boufus, shelt, if you have, and ACTIBASE
As for the apparel, the designs, colors, patterns, materials and fabrics are all designed for the outdoors, but they also fit perfectly as everyday wear, meaning there's nothing "mountain" about them, like fluorescent colors or flashy cutouts. You'll almost forget you're in a mountain gear store
I was personally interested in shelt, and I was attracted by the wide range of items they had, including down jackets, pants, backpacks, and pouches
Among them were some brands I discovered for the first time here. "Mannenrou" is a brand that aims to "practice things that make life fun and enriching" and "gently connect the city and nature." I fantasized about how fun it would be to spend every day in Azumino wearing something like this (I should move there!)
This is a DCF pouch from "perm and baton." It's lightweight, functional, and has a great sense of style. I only stock mountain gear that is not only highly functional, but also stylish
Now, let's stop checking items and look elsewhere
This shop is also known as the "Mountain Hut-like Select Shop."
The reason is that it has a relaxing space that makes you want to stay for a while. Half of the store is an area where you take off your shoes and enjoy the pleasant smell of fresh air
The majestic peaks of the Northern Alps can be seen in front of the full-length windows. It's a dynamic and spectacular view even now, but I wonder what it will be like in winter
Open the windows on the open terrace and feel the pleasant breeze
This place also operates as a cafe where you can enjoy drinks
Since I was there, I tried the owner's signature cold brew coffee. It was bliss
There is even a bookshelf where you can read freely. The owner's passion is evident in each and every detail
The best part is that there is even an exhibition space. At the time of writing, it was still in the preparation stage, but at the time of writing, it appears that there are also exhibitions of works by various artists
The owner, Mizuno-san (pictured left), who had previously worked as a stylist, became obsessed with mountains after climbing Mt. Chogatake in 2021, and before you knew it, he had created a shop filled with such a comfortable space and wonderful mountain gear. His purity and boldness are simply impressive, and the energy and passion that permeates the entire shop is truly a pleasant feeling
ITOMIZU aims to create a relaxing space like a cabin, where you can pick up beautiful items with reliable functionality, gaze out at the mountains, and relax while sipping freshly brewed coffee
When I asked about their latest developments, I was told that they had recently installed a top-of-the-line "high-resolution photo printer" and started a printing service that allows customers to print photos taken in the mountains in the store
The time is soon approaching when you will be able to see the three-tiered autumn leaves from the shop window, so why not stop by on your way back from hiking?
For more detailed information about the store, please check out their official Instagram
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