Last week, the "Outdoor Trade Show 2018," an exhibition for traders, was successfully held in Ikebukuro. It was exactly four years ago that Milestone first participated in this event. I remember the day we entered the outdoor industry as if it were yesterday. Looking back at past photos and catalogs, I can see that many events have occurred.

Ever since the brand's launch, Milestone has been particular about "creating catalogs." Every year, they continue to produce catalogs in the same format (B5 matte paper), style (they ask ordinary people to be models and photograph them all themselves), and with the same production team (one photographer, one photo editor, and one designer). They are now treated like photo books.

It all started in June 2014, when I was on a business trip to Europe for another reason. I had some free time, so I asked some ordinary people on the street if I could take some photos.

I clearly remember feeling like, "This could work!" when I looked through the viewfinder and pressed the shutter. As a result, catalogue volume 1 was completed, and later, we continued with that style and it was used as an image photograph for the concept of our company's website. I also like this copy.

*Don't get lost. "Map", "Compass" and "Milestone"

I don't have any standards for who I hire as a model, but what I always keep in mind when I'm shooting is the "give it a go" mentality.

If I think, "I want to photograph this person," and don't reach out to them, I'll probably never meet them. I always reach out to them, even if I don't think it will work out. Of course, there have been times when I've been turned down, and there have also been times when I've been asked to pay a fee.

There are also people who were photographed but were not included in the catalogue. I have many memories with them, so I hope to be able to show them in a different form.

We take about 2,000 photos to complete each catalog, and then select from them. At the first selection meeting, we narrow it down to 200 photos, and leave the opinions of the professional photographer who helps us with photo editing. After they edit the rough versions (two types), we hand them over to the designer. This is where we solidify the direction.


Because we are running the project with a minimal number of people, things move quickly once the direction is solidified.

At Mont Blanc, France

One thing that is consistent every time is that I just walk. I put a headlamp in my camera bag and walk from early morning until late at night.

Then I found a couple wearing clothes that matched the color of the product (see photo above). The colors were naturally coordinated... Talk to people who have a good vibe. Even if they seem scary, don't forget to have a go for it. In reality, they were very kind people. Sometimes, when I get tired from walking and my throat gets dry, I want to quench my thirst with some bubbly water, and the bartender I happen to walk into asks me to wear his hat (a collaboration hat with Clef). Actually, we didn't make a catalog last year because we didn't have any new products. We were able to take about half of the photos, but The Trail Master released this year wasn't completed yet, so I wanted to put it all together.

Trail Master was filmed in France. With the help of a friend, we were able to take some great photos to go along with the promotional video.

Please feel free to contact your nearest store.

Vol.1 to Vol.4, including back issues, can be viewed on the LOOKBOOK page on the web.