GO OUT
/media
Japan islands are rich in nature, but the cult of active recreation and hiking came to the country relatively recently. Back in the mid-20th century, robbers, hermits, and even spirits with demons were more likely to be found in the forests and mountains of Japan than hikers, climbers, or just vacationers. The development of cities and the industrialization of the country after WWII led to the fact that the population of cities realized the value of being in nature and began to explore the territory of their country more.
The development of the outdoor market has led to the emergence of many large and small brands. As with everything that is produced in Japan, each of them has its own quality, attention to detail and style. In the 2000s, when the fashion and outdoor industries gradually began to merge, new media began to appear, telling and showing the objects of this merger: clothing and equipment. So, in 2007, under the publishing house of Sanei-Shobo, the GO OUT magazine was formed.
The development of the outdoor market has led to the emergence of many large and small brands. As with everything that is produced in Japan, each of them has its own quality, attention to detail and style. In the 2000s, when the fashion and outdoor industries gradually began to merge, new media began to appear, telling and showing the objects of this merger: clothing and equipment. So, in 2007, under the publishing house of Sanei-Shobo, the GO OUT magazine was formed.
We publish this material
as the only one from the TECHUNTER 06 ONLINE magazine in open access exclusively for our readers.
as the only one from the TECHUNTER 06 ONLINE magazine in open access exclusively for our readers.
[Can you share with us an original story behind the GO OUT magazine foundation?]
I was in my late 20s, I did not know what to wear. I used to wear brands like Bathing ape or other skater brands back then. I thought it was too childish to wear a big logo on clothes, but suits or any "collection brands" are not my options. I was interested in outdoor brands that were already worn by people on the street. As I attended festivals and talked to designers and stylists at the time, they would wear those outdoor branded clothes as fashion. It was not for functional purposes.
There were some special magazines for outdoor activities that provided us with some pieces of information about those outdoor brands, but mostly they were for functions and materials and so on. It was way far from fashion. I could not find how to wear brands like The North Face or Patagonia and how to fit it all stylishly. I could not find any of the magazines covering this gear from a fashion perspective. I thought it would be interesting to introduce the pioneers that I mentioned as designers and stylists wearing outdoor clothes as fashion.
There were some special magazines for outdoor activities that provided us with some pieces of information about those outdoor brands, but mostly they were for functions and materials and so on. It was way far from fashion. I could not find how to wear brands like The North Face or Patagonia and how to fit it all stylishly. I could not find any of the magazines covering this gear from a fashion perspective. I thought it would be interesting to introduce the pioneers that I mentioned as designers and stylists wearing outdoor clothes as fashion.
GO OUT is the most popular Japanese magazine about outdoor equipment not only in the country, but also abroad. When we prepared this issue, many of our respondents referred to it as the main media reference point in the new fashion-outdoor environment. We were able to contact representatives of the magazine and ask questions personally to Mr. Mitsuru Takeshita, magazine's editor-in-chief. We learned about where style and fashion came from in the outdoor industry, why so many interesting brands from Japan are emerging and succeeding on the international market, about the influence and development of modern media, and whether GO OUT will be published in English for the entire global community.
[When, where, and why do you think the fashion industry started the fusion with outdoor?]
It started around 2010.
Fourth, people in the fashion industry actually changed/turned their careers into the outdoor industry. More fashionable things were produced and they made a new market for themselves. Brands like White Mountaineering, and wander, F/CE, Polar, nau, and Teatra.
First, materials such as Gore-Tex, Dyneema, and Tyvek were being used in the fashion industry. Water repellent zippers and some lock systems as well.
Second, people in the fashion industry were required to take action for environmental activities. We would start hearing the words like Ecology and sustainability during those times.
Third, this Outdoor fashion thing has always happened in the 20 years cycle. Why this time longer? I think people only enjoyed the brand status or the gear itself, but this time they actually go to the festivals, do camping, trekking, and any outdoor activities. It just may be a different era.
[Besides your media, we see a lot of really stylish brands appear today from Japan and become successful abroad. How can you explain this phenomenon from your side?]
It may be a very Japanese thing to choose the right material and even import some concept with it and make a new product and export it. Then, we have our own outdoor traditions and culture that are fused into the product. Japanese brands are very sensitive to aesthetics compared to other brands outside of Japan.
[A lot of people which we asked noted GO OUT as a style reference and the only magazine which inspired a lot of people for outdoor life & style, most of them are outside of Japan. How do you assess your contribution to this industry?]
Definitely, it is not us who create the scene. We find and meet those who create or bring a new culture to the scene. That is what we do. It is great for us that people in our magazine receive high praise and reputation. We would like to keep making even a tiny swell and hope it eventually grows as a big wave that many people can enjoy riding.
[There is an opinion that print magazines are dying at the moment. What can you say about that? Do you see it on your own experience?]
It may be difficult to circulate the magazines internationally. We publish in Korean and used to publish in Hong Kong. We are trying to be a medium where people from the world can share info and meet up through the internet. So now we launched a news website in English.
[How do you see the role and development of media in the industry? What is the most profitable economic model for the media today?]
I think the role of the media is to provide good quality information as soon as possible to readers, listeners, or audience. Not fake news, of course. Then, we need to be aware of what they want and deliver them quality information in the end. That is why our magazines are filled with articles of interiors, furniture, and cars even though the magazine itself is an outdoor magazine. We think that it is very important always to stay close to readers. As you may know, our sales consist of magazine sales, advertising in the magazines, our online stores, and all the events that we host. We believe this is one of the models that the media could take, having several venues where you can monetize rather than only the medium itself.
[Will GO OUT be an international magazine, and do you have plans to publish in English?]
I do not think that magazines will disappear. Of course, the number will decrease, but the value of the magazine as a substance will increase in value. Not just as data.
[Besides working as a media you organize events such as GO OUT CAMP or GO OUT JAMBOREE. How can you describe it for people who have never been there and why should they come and visit it?]
Yes, Japan is small but we have plenty of nature in every corner on our land. I would say, they are concentrated because they are in a small land. We can enjoy the mountains and beaches at the same time in some places. We do have plenty of water. The residential area and nature area are close. Traditionally, our life has been bonded by nature. We overlooked those natural resources during the 20th century with economic growth especially after WW2, but we now realize the greatness of nature and our motherland these days.
[How this pandemic crisis affected your business and how do you think the industry will change in the future?]
As we all are, mobility was restricted. That means we could not meet people and do interviews. The economic activities all stopped. Same to our clients. It means fewer articles and affects us a lot in different ways. Outdoor scenes might get attention and it would give us some good results, but we never know about the future.
[What can you say about Japanese outdoor culture? Where did it come from and where Japanese people usually love to go outdoors as it is not much land to explore on islands?]
You see lots of colorful tents and people enjoying setting up tents as if making their living room. You see people just staying in nature, painting, riding bicycles and balloons.
We have music festivals as well for the two days with hundreds of vendors from the outdoor industry. We just want them to enjoy what we can do and feel the freedom in nature.
Q: Alexander Zabelin [TECHUNTER, chief editor]
A: Mitsuru Takeshita [GO OUT, chief editor]
Ph: GO OUT
A: Mitsuru Takeshita [GO OUT, chief editor]
Ph: GO OUT
/ media
go out
Japan islands are rich in nature, but the cult of active recreation and hiking came to the country relatively recently. Back in the mid-20th century, robbers, hermits, and even spirits with demons were more likely to be found in the forests and mountains of Japan than hikers, climbers, or just vacationers. The development of cities and the industrialization of the country after WWII led to the fact that the population of cities realized the value of being in nature and began to explore the territory of their country more.
The development of the outdoor market has led to the emergence of many large and small brands. As with everything that is produced in Japan, each of them has its own quality, attention to detail and style. In the 2000s, when the fashion and outdoor industries gradually began to merge, new media began to appear, telling and showing the objects of this merger: clothing and equipment. So, in 2007, under the publishing house of Sanei-Shobo, the GO OUT magazine was formed.
The development of the outdoor market has led to the emergence of many large and small brands. As with everything that is produced in Japan, each of them has its own quality, attention to detail and style. In the 2000s, when the fashion and outdoor industries gradually began to merge, new media began to appear, telling and showing the objects of this merger: clothing and equipment. So, in 2007, under the publishing house of Sanei-Shobo, the GO OUT magazine was formed.
GO OUT is the most popular Japanese magazine about outdoor equipment not only in the country, but also abroad. When we prepared this issue, many of our respondents referred to it as the main media reference point in the new fashion-outdoor environment. We were able to contact representatives of the magazine and ask questions personally to Mr. Mitsuru Takeshita, magazine's editor-in-chief. We learned about where style and fashion came from in the outdoor industry, why so many interesting brands from Japan are emerging and succeeding on the international market, about the influence and development of modern media, and whether GO OUT will be published in English for the entire global community.
[Can you share with us an original story behind the GO OUT magazine foundation?]
I was in my late 20s, I did not know what to wear. I used to wear brands like Bathing ape or other skater brands back then. I thought it was too childish to wear a big logo on clothes, but suits or any "collection brands" are not my options. I was interested in outdoor brands that were already worn by people on the street. As I attended festivals and talked to designers and stylists at the time, they would wear those outdoor branded clothes as fashion. It was not for functional purposes.
There were some special magazines for outdoor activities that provided us with some pieces of information about those outdoor brands, but mostly they were for functions and materials and so on. It was way far from fashion. I could not find how to wear brands like The North Face or Patagonia and how to fit it all stylishly. I could not find any of the magazines covering this gear from a fashion perspective. I thought it would be interesting to introduce the pioneers that I mentioned as designers and stylists wearing outdoor clothes as fashion.
There were some special magazines for outdoor activities that provided us with some pieces of information about those outdoor brands, but mostly they were for functions and materials and so on. It was way far from fashion. I could not find how to wear brands like The North Face or Patagonia and how to fit it all stylishly. I could not find any of the magazines covering this gear from a fashion perspective. I thought it would be interesting to introduce the pioneers that I mentioned as designers and stylists wearing outdoor clothes as fashion.
[When, where, and why do you think the fashion industry started the fusion with outdoor?]
It started around 2010.
First, materials such as Gore-Tex, Dyneema, and Tyvek were being used in the fashion industry. Water repellent zippers and some lock systems as well.
Second, people in the fashion industry were required to take action for environmental activities. We would start hearing the words like Ecology and sustainability during those times.
Third, this Outdoor fashion thing has always happened in the 20 years cycle. Why this time longer? I think people only enjoyed the brand status or the gear itself, but this time they actually go to the festivals, do camping, trekking, and any outdoor activities. It just may be a different era.
Fourth, people in the fashion industry actually changed/turned their careers into the outdoor industry. More fashionable things were produced and they made a new market for themselves. Brands like White Mountaineering, and wander, F/CE, Polar, nau, and Teatra.
First, materials such as Gore-Tex, Dyneema, and Tyvek were being used in the fashion industry. Water repellent zippers and some lock systems as well.
Second, people in the fashion industry were required to take action for environmental activities. We would start hearing the words like Ecology and sustainability during those times.
Third, this Outdoor fashion thing has always happened in the 20 years cycle. Why this time longer? I think people only enjoyed the brand status or the gear itself, but this time they actually go to the festivals, do camping, trekking, and any outdoor activities. It just may be a different era.
Fourth, people in the fashion industry actually changed/turned their careers into the outdoor industry. More fashionable things were produced and they made a new market for themselves. Brands like White Mountaineering, and wander, F/CE, Polar, nau, and Teatra.
[A lot of people which we asked noted GO OUT as a style reference and the only magazine which inspired a lot of people for outdoor life & style, most of them are outside of Japan. How do you assess your contribution to this industry?]
Definitely, it is not us who create the scene. We find and meet those who create or bring a new culture to the scene. That is what we do. It is great for us that people in our magazine receive high praise and reputation. We would like to keep making even a tiny swell and hope it eventually grows as a big wave that many people can enjoy riding.
[Besides your media, we see a lot of really stylish brands appear today from Japan and become successful abroad. How can you explain this phenomenon from your side?]
It may be a very Japanese thing to choose the right material and even import some concept with it and make a new product and export it. Then, we have our own outdoor traditions and culture that are fused into the product. Japanese brands are very sensitive to aesthetics compared to other brands outside of Japan.
[How do you see the role and development of media in the industry? What is the most profitable economic model for the media today?]
I think the role of the media is to provide good quality information as soon as possible to readers, listeners, or audience. Not fake news, of course. Then, we need to be aware of what they want and deliver them quality information in the end. That is why our magazines are filled with articles of interiors, furniture, and cars even though the magazine itself is an outdoor magazine.
We think that it is very important always to stay close to readers.
As you may know, our sales consist of magazine sales, advertising in the magazines, our online stores, and all the events that we host. We believe this is one of the models that the media could take, having several venues where you can monetize rather than only the medium itself.
We think that it is very important always to stay close to readers.
As you may know, our sales consist of magazine sales, advertising in the magazines, our online stores, and all the events that we host. We believe this is one of the models that the media could take, having several venues where you can monetize rather than only the medium itself.
[There is an opinion that print magazines are dying at the moment. What can you say about that? Do you see it on your own experience?]
I do not think that magazines will disappear. Of course, the number will decrease, but the value of the magazine as a substance will increase in value. Not just as data.
[Will GO OUT be an international magazine, and do you have plans to publish in English?]
It may be difficult to circulate the magazines internationally. We publish in Korean and used to publish in Hong Kong. We are trying to be a medium where people from the world can share info and meet up through the internet. So now we launched a news website in English.
[How this pandemic crisis affected your business and how do you think the industry will change in the future?]
As we all are, mobility was restricted. That means we could not meet people and do interviews. The economic activities all stopped. Same to our clients. It means fewer articles and affects us a lot in different ways. Outdoor scenes might get attention and it would give us some good results, but we never know about the future.
[Besides working as a media you organize events such as GO OUT CAMP or GO OUT JAMBOREE. How can you describe it for people who have never been there and why should they come and visit it?]
You see lots of colorful tents and people enjoying setting up tents as if making their living room. You see people just staying in nature, painting, riding bicycles and balloons.
We have music festivals as well for the two days with hundreds of vendors from the outdoor industry. We just want them to enjoy what we can do and feel the freedom in nature.
We have music festivals as well for the two days with hundreds of vendors from the outdoor industry. We just want them to enjoy what we can do and feel the freedom in nature.
[What can you say about Japanese outdoor culture? Where did it come from and where Japanese people usually love to go outdoors as it is not much land to explore on islands?]
Yes, Japan is small but we have plenty of nature in every corner on our land. I would say, they are concentrated because they are in a small land. We can enjoy the mountains and beaches at the same time in some places. We do have plenty of water. The residential area and nature area are close. Traditionally, our life has been bonded by nature.
We overlooked those natural resources during the 20th century with economic growth especially after WW2, but we now realize the greatness of nature and our motherland these days.
We overlooked those natural resources during the 20th century with economic growth especially after WW2, but we now realize the greatness of nature and our motherland these days.
Q: Alexander Zabelin [TECHUNTER, chief editor]
A: Mitsuru Takeshita [GO OUT, chief editor]
Ph: GO OUT.
A: Mitsuru Takeshita [GO OUT, chief editor]
Ph: GO OUT.
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