Hello everyone. This time of year has come around again. As I was writing this blog, I reread my blog from the end of last year . Looking back, I realize once again how quickly the year went by.

This year, for the first time, we started a column called "Tell Me! Milestones" and a sound playlist called "milestone sound library" at the beginning of the year. The former column, which is updated on the 25th of each month and delves into the behind-the-scenes stories of product creation, has received positive feedback from many quarters, so we have decided to continue it next year as well.

On the other hand, with the latter playlist, perhaps because I update too frequently or because my tastes are too biased, the number of ♡ marks decreases with each update (sweating profusely). However, it's also true that I was encouraged by the fairly nerdy feedback I received from a small number of people, such as "I listen to it all the time!" or "#003 was great!" (laughs). I'm also thinking about whether it would be okay to update the milestone sound library a little less frequently, maybe once every two months.

How was product development going? This year, a variety of products saw the light of day. Our original socks , MS S-003 , are the first tabi-style socks. They have also received positive reviews, with comments such as, "They can be worn with sandals!" and "They help you brace yourself even during races!" Many people have expressed a desire for a five-finger type, but I personally don't wear them, so I'll consider it without being prejudiced.

Speaking of unsung hits, there's the MSB-004 Utility Bag 20L . When racing, you need to carry a backpack, as well as pre- and post-race clothing and food, so your luggage can be bulky. This item solves that problem, and you can often see it at race venues.

Are they becoming classics again? New colors have been added to the Onion Hoodie and Natty Long , and the response to the Fast Trail Glove , a must-have item for autumn and winter, has been fantastic. These items, which are exactly what you'd expect, have surely resonated with customers, right?

And then there's the highly anticipated "Cloud Hoody," which will be released in December 2023. This product uses Polartec's Alpha Direct (see the column for details) . With the cold winter months still ahead, this will undoubtedly be a go-to item for running and other outdoor activities.

As for my personal activities, I will be running the BAMBI100 in February, which I am also a project member of. With the generous support of the project members who acted as pacers for each lap, I was able to successfully complete the BAMBI100 SOLO. I was also able to complete the UTMF100 (now FUJI100), a stage I have always dreamed of, so I would like to continue training little by little towards my next goal.

And for milestone, the concept store "milestone TERADACHO" opened on July 1st.

I was really happy that so many people involved from all over the country came to the reception party the day before.

Here, selling products is not the top priority, but rather aims to be a place where people can have experiences and gather. As part of this, the Teradacho Jogging Club was started, where members run 4-5 kilometers at a pace of 8 kilometers per kilometer (a pace where even first-timers can run while talking). Afterwards, they drink beer and have lively conversations to deepen their connections.

We also have a creative approach to our opening hours. Since milestone is run by myself, Manager Yoshida-kun (aka Yoshi) and I, we are closed on weekends. (This again reflects the fact that sales are not our top priority.) We both have families and weekend events and races. However, considering our customers, the majority of them can only come on weekends, so we decided to open one weekend a month. (For more details, see milestone_TERADACHO's Instagram profile .) We alternate between food (inviting food and beverage businesses to exhibit at pop-up events), products (as a venue for collaborations with other manufacturers and new product launches), and experiences (we hope to host solo exhibitions and talk shows in the future), which helps us attract many customers. *On Sunday, January 14th, the exquisite cheesecake shop @tenton will be opening!

For these reasons, it is no exaggeration to say that it is a miracle (no joke) that customers have been coming to milestone TERADACHO, a restaurant located in a back alley with an incredible local feel, every day from the day we opened on July 1st until today. Once again, I would like to take this opportunity to express my gratitude.

The last business day of the year will be tomorrow, December 30th (Saturday), from 10:00am to 5:00pm. Mr. Yoshida will be on winter break on this day, so I, Nishioka, will be the sole operator, but we hope that anyone who is visiting their hometowns in the area will stop by.

Finally, 2023 was a very meaningful year for us at milestone. Next year, 2024, will mark the 10th anniversary of the launch of the brand. We hope to develop even more exciting products and experiences, so we appreciate your continued support.

Happy New Year.

milestone Shuhei Nishioka