From February 22nd (Tue) to 24th (Thu), the "M16 Camping Equipment × ISETAN SHINJUKU" event will be held at the event space on the 6th floor of the main building of Isetan Shinjuku. (*Some events require the purchase of an admission ticket.)

With the rise of the camping boom, the garage brand group M16 has been gaining prominence in the outdoor scene. Its popularity is such that events held in the Chubu region are packed with campers. As M16 is holding its first large-scale event at a department store in the Kanto region at Isetan Shinjuku, we spoke with Shinya Yamaguchi, owner of mountain mountain factory and representative of M16, about his thoughts and enthusiasm for the event.

What is the M16?

Formed in 2019 following "FIELD STYLE," the largest leisure festival in the Chubu region, this garage brand team consists of 16 brands that participated in the event. This time, they've powered up even further with the addition of special guest brands.

Interview with M16 Representative Shinya Yamaguchi

What was the inspiration behind the creation of M16, a unique and groundbreaking garage brand team?

Yamaguchi: In 2019, an event called "FIELD STYLE" was held in Aichi. The 16 brands are all members who exhibited at that event. Not only are our hobbies and preferences all different, but our personalities are also all over the place, and we're a group of very strong-willed individuals, so there's practically no sense of unity (laughs). But because we all love camping, we've started to get together a few times a year. Basically, it's all about having fun. We're a group that comes together based on whether something is cool or not, but as creators and campers, we've been able to inspire each other.

How does M16 view holding an event at Isetan Shinjuku?

Yamaguchi: Isetan Shinjuku is located in the heart of Tokyo's metropolitan area of Shinjuku, so we thought a lot about how to convey the world of the outdoors and camping. Even during the pandemic, it was sometimes necessary to impose restrictions to ensure that customers could visit with peace of mind, but basically, we wanted to maintain the relaxed atmosphere that is typical of M16. We hope that by enjoying ourselves, we can help people rediscover forgotten values or rediscover new ones.

What are the highlights of this event that you would like to tell Tokyo camping enthusiasts about?

Yamaguchi: I hope you'll pay attention to the luxurious lineup of garage brands, which will be appearing in Tokyo for the first time, as well as the limited-edition items that can only be purchased at this event. I also hope you'll enjoy the space, which will have surprises that also reflect M16's unique laid-back style. We've planned various things to make it a memorable experience just by visiting the venue, so please look forward to it!

What items would you recommend to someone who's just starting out with camping, Mr. Yamaguchi?

Yamaguchi: The first things you should buy are a chair, tableware, and a burner. Some people buy big items like tents right away because they associate camping with the idea of camping, but for beginners, I recommend day camping, which can be enjoyed with just the bare minimum of equipment. When you actually go to a campsite, you'll see campers with all sorts of styles, so it's a good idea to take inspiration from them.


Finally, a message to those who are looking forward to the M16 event.

Yamaguchi: Please feel free to talk to each brand owner. We are aiming to create an event that will excite you from the moment you enter the venue, so we would be happy if you could enjoy the world of M16 together with us.