The 6th "Ultra Gear Market" will be held at Isetan Shinjuku in March. This cultural festival-like event is organized by outdoor enthusiasts who have connected primarily through trail running. It is already attracting considerable attention in some circles as it will bring together a large collection of outdoor activity items that are not usually available at Isetan Shinjuku.


Yes, it seems there's a stylish and fun community in the trail running scene. From Takao, one of its hubs, you can hear the excitement of adults who are living a "trail running lifestyle" based in this area.

This time, three employees from Mitsukoshi Isetan met up in Takao with three people who are at the heart of the Ultra Gear Market community—organizers and exhibitors—and were given the opportunity to go trail running with them. Mr. Kuwahara, Mr. Kobayashi, and Mr. Kentaro, what kind of "fun" awaits us on a trail run?

[Trail Running Edition] | Why We Do Trail Running

Yuri Ido of Mitsukoshi Isetan (hereinafter, Ido): To be honest, I was lured here today by the promise of delicious beer.

Kobayashi Daisuke (hereinafter, Kobayashi): That's absolutely true (laughs). Trail running and beer go together perfectly.

Kentaro: That's right, drinking beer after a run is a given. It tastes even better when you drink it after working up a sweat!

Mitsukoshi Isetan's Shuhei Sugita (hereinafter, Sugita): But I had this image of trail running being tough, so I was quite apprehensive. That's why I was so impressed when Kuwahara-san said earlier, "You don't have to run uphill."

Takuma Ono of Mitsukoshi Isetan (hereinafter, Ono): I'm relieved.

Kei Kuwahara (hereinafter, Kuwahara): That's what makes it a little different from a marathon. The goal is simply to get your body moving on the trail, and that alone is fun, like skiing or surfing, so the most important thing is to run comfortably. Of course, there's also the exhilaration of pushing yourself to the limit.

Sugita: I do road running too, but when I actually try it, trail running is so much more fun! When I run on the road, I inevitably worry about my pace. For example, if I decide to run 1km in 5 minutes, it's not fun if I can't achieve that, and I end up feeling defeated.

Kobayashi: Since walking is the norm on trails, there's absolutely no sense of defeat even if you have to walk part of the way.

Ono: It's great that even though everyone is going at their own pace, when you reach a point with a great view, you can all share the same refreshing feeling.


Ido: Contrary to my preconceived notions, I think it's actually easy for people who don't usually exercise to try it, or rather, it's perfectly fine for them to do so.

Kuwahara: That's right, in a word, it's freedom. The clothes and gear you wear need to be functional, such as preventing you from getting chilled from sweat, but everyone gathers on the trails in their own style.

Kobayashi: It's quite a coincidence that we're all wearing black today! (laughs)


Kuwahara: When you think of mountains, you might worry about getting lost, but in recent years, GPS-based map apps and navigation apps have become much more sophisticated. It's become quite easy to use.



Sugita: Wow, that's true. Even in the mountains, you can tell your location quite accurately. You can also see the paths other people have taken, so it seems like you can run with peace of mind.

Ono: Including the fact that you don't have to worry about whether the pace is fast or slow, it's even more casual and enjoyable than a marathon.

Kobayashi: What I'd like you to keep in mind is to follow mountain etiquette, such as not dropping trash on the trail and greeting other people when you pass them by walking or stopping.

Kuwahara: When we talk about mountain manners, they're actually just the minimum things that apply to everyday life in general. Kobayashi-san, myself, and freelance editor Tsuneo Uchisaka have started an initiative called "Takao Manners," and we've compiled it on a website, so please take a look if you're interested.

Sugita: Downhill riding is exciting because you can pick up speed!

Inoue: Even on flat trails, you have to concentrate to avoid tree roots and obstacles, but I actually find that quite enjoyable. It's like I'm facing myself, or rather, surrendering myself to nature.


Kobayashi: The reason I moved my base to Takao is because Mount Takao allows me to feel close to nature while living in Tokyo.

Ono: It was just a few minutes by train from Shinjuku, with no transfers required.

Kobayashi: I work, and in between, I run for an hour or two like today to clear my head, and then when I get back, I go back to work. I'm really enjoying this lifestyle where the trailhead is right there.

Kentaro: On the other hand, trail running also has a sense of travel. You can enjoy colorful, crossover experiences like taking a break at a tea shop along the route and eating local specialties, or having a drink at a local brewery after descending the mountain. Connecting each local area on foot is also very interesting.

Kuwahara: I remember that in the beginning, many of my friends were drawn to the idea of "running the trails in Kamakura and then having a coffee break at that cafe afterward" as a kind of "reward."

Kentaro: Strangely enough, communication becomes smoother and closer while running or after running. By physically sharing the same trail and time, you definitely feel closer to each other.

Ono: The real joy is the "friendships you make as an adult" that are born through that kind of communication, isn't it?

Kobayashi: I don't think it's very common to make so many friends in your 30s or 40s. Since these connections aren't through work, I don't care about their occupation or background.

Kentaro: Running becomes a tool that allows me to connect with all sorts of people, and we can have engaging conversations based on our shared interests. And beyond that, unexpected encounters and new opportunities await me. Trail running and craft beer are things that give me these kinds of opportunities, and they're an essential part of the fun for me.



Kuwahara: I'm so glad to hear that you'll be able to experience firsthand how trail running enriches not only the experience itself, but your entire life as a trail running enthusiast.

Kentaro: All that's left is to run to "Living Dead Aid," the shop run by Kobayashi-san for ANSWER4, and have a toast.

Sugita, Ido, Ono: We all agree!

"Living Dead Aid" Edition | "Before you know it, you have friends"

Ono: When did this shop, "Living Dead Aid," open?

Kobayashi: I think it was 2018. I wanted a place where we could all get together after trail running.

Ido: One entire wall was a freezer, and I was so excited to see craft beers and craft gins I'd never seen before lined up like sparkling jewels. Even though ANSWER4 is a trail running gear brand (laughs).


Kuwahara: Takao has just the right balance between trails, town, and proximity to the city center. I live within the Yamanote Line area, but when I think about going hiking, Takao is the first place that comes to mind.

Sugita: When exactly did Kuwahara-san start Run boys! Run girls!?

Kuwahara: It's almost been 10 years. The first trail running boom was happening at the time, and content like the NHK documentary "Gekisou Mont Blanc" and the bestselling book "Born to Run" were key to the excitement.

Kobayashi: We watched "Gekisou Mont Blanc" so many times among ourselves that we thought the DVD would wear out.

Kuwahara: Around the same time, there was a trend towards ultralight hiking and MYOG (Make Your Own Gear), and people in that community also started taking up trail running, which has a high affinity with those activities.

Kobayashi: The fact that there wasn't a backpack on the market that I wanted to use for a 100-mile trail race, so I made one myself, and that ultimately led to the establishment of ANSWER4, may have been influenced by that experience.

Kuwahara: More and more people are enjoying trail running in their own way, in a casual manner. Run boys! Run girls! is one example of this, and I feel like that's when trail running started to show its lifestyle side.

Kobayashi: Changing jobs, changing where you live... You just go wherever makes your life more enjoyable.

Kuwahara: There's an interesting aspect to how life changes in a direction that embraces diversity, and how priorities shift.

Ono: That's how people with diverse backgrounds and strong convictions are attracted, which leads to the "Ultra Gear Market" (first held in 2016).

Kuwahara: Yes. At first, it was just a flea market, a little on a larger scale than usual. However, many of the exhibitors were people who made things on a small scale or planned events themselves. From there, it developed, and each of them started selling gear from their own brand.



Kentaro: My first time participating was in 2020 with "Podcast Program Supporter Goods," and I felt a strong sense of garage, or rather, an independent atmosphere.

Kuwahara: Trail running is a subcategory of running, and ultralight hiking is a subcategory of mountain climbing, so there are many people who are looking for something special. That's why we often create products that address specific needs that major brands tend to overlook.

Kobayashi: In the futsal industry, where Kuwahara-san was previously involved in managing courts, there are many small-scale, unique brands that don't exist in pure soccer, right?

Kuwahara: Yes, that's exactly it. In recent years, like Kentaro's Replicant.fm, various people and communities have started running and going out onto the trails, in a different context than the initial movement.

Ido: As we experienced today, going to the mountains isn't difficult, is it?

Kuwahara: I feel like the ways to enjoy it have expanded to another level.

Ono: I myself am captivated by the enjoyment of trail culture. For about two years now, after seeing and hearing various things, I've been excitedly thinking, "I want to go to the Ultra Gear Market," when I heard that the space where it had been held up until then was no longer available. So I reached out to them, asking, "How about holding it in the new promotion space at ISETAN MEN'S which is themed around 'connection'?"

Kuwahara: Oh, I see (laughs).


Kobayashi: "Ultra Gear Market" allows us to do things pretty much as we want, in a good way. It's not an expo at a race venue, so it's not serious, it's rough around the edges, and it's casual.

Kuwahara: There are all sorts of ways to enjoy it: some people come to buy goods, others want to experience something new like a talk show, and still others just want to spend time in the event space. There are plenty of limited edition items and collaboration items that you can only buy here, and it's not uncommon to see independent vendors who don't have physical stores exhibiting.

Kentaro: Well, even podcast programs are exhibiting. There are big categories like "running" and "hiking," but the expressions and exhibits for each are completely different. In the case of Replicant.fm, for example, we make caps...

Kuwahara: The typography that says "running practice" is eye-catching (laughs).

Kentaro: Seeing the caps from other brands gives us a different perspective, and it's inspiring for both of us as creators. The visitors' expectations and enthusiasm are incredible, and the creators are responding to that. My honest impression is that a positive chaos is unfolding. And the fact that it's being held at Isetan feels fresh and out of place.


Kuwahara: When I run Ultra Gear Market, I place great importance on "clarity." However, I think this applies to any situation, but there are tons of interesting ideas lurking outside of the mainstream that everyone is focusing on, so I want to offer as many diverse options as possible.

Kobayashi: It's a market, so we don't actually run at all there (laughs).

Kuwahara: Including that, I would be happy if we could convey the diversity unique to the culture surrounding trail running, the feeling of "there are such interesting things out there," through this new venue at Isetan Shinjuku.





The full lineup of products for the event will be revealed on Isetan Men's Net on Tuesday, February 22nd! Stay tuned.

Text: Shinsuke Isomura
Photograph: Tatsuya Ozawa

*Masks were removed only during filming. Filming took place on January 10th (Monday, public holiday).
＊All prices include tax.
＊The information in this article is current as of the time of publication. Product information may be revised or changed without notice.

For inquiries, please contact: Isetan Shinjuku Store, Men's Building Isetan Shinjuku Store, Men's Building 1st Floor, Promotion Department, Tel: 03-3352-1111 (Main number)
For inquiries via email, please click here.