Searching for a camping gear store in Japan is easy - automated translations and enough use of the language combine to point you in the direction of your closest door. You will likely be pointed to the closest Sports Authority, Wild-1, or L-Breath, and you will have an enjoyable time there exploring the gear and brands you may have never seen or heard of. But it becomes a challenge to go deeper, to find the doors that are off trail and have the more esoteric products, the smaller brands, and the rare finds. Camp Hills, located an hour north of the Tokyo core is the latter - and well worth the trip.
Founded in 2019 by Hagiwara-san and based in Chiyoda City, Camp Hills sits comfortably in the suburbs of the city. But even by train from anywhere near the Yamanote line will still only take you around an hour for the journey with a few block walk to visit. We chatted with Hagiwara-san about Camp Hills and camping gear recently, and were fortunate to be able to take a few photographs in the notoriously "no-photos" store.
I first discovered Camp Hills in 2023 while spending a week in the city of Tokyo uncovering as much camping gear as I could. Since then I've made it a point to visit again each time I'm in the city to see what is new and chat with the owner, Hagiwara-san.
Editors note: all questions were asked and answered in Japanese. Text has been translated and some edits have been made for clarity.
KōROGI: Let's start with the basics, Camp Hills is unlike any camping store I've seen in Japan. What made you want to open it and start down this path?
Hagiwara-san: In 2019, Japan was going through a camping boom period. I didn’t have any hobbies that I shared with my wife, so we decided to start camping. I've always been the kind of person who cares about gear and enjoys tools. When I discovered garage brands*, I quickly became interested, quit my corporate job, and decided to open a shop offering products not found in mass retailers
K: Comparing Camp HIlls to other stores I have visited in Tokyo, there is something unique about it. What do you see as driving that feeling?
H: We carry products not found in mass retails. The garage brands like ASIMOCRAFTS and Neru Design Works we handle are not found in many places. We also display tents outdoors, which few stores are able to do in Tokyo because of the high rent.
[Jumping in here, I'll add that another unique feeling is just how much gear there is packed in to a small space. It's a floor to ceiling experience, with pieces tucked in to each corner, and is the type of store where even if they didn't get any new product - you would uncover something new each time you visited]
K: Is there something that draws you to these garage brands and small-scale makers?
H: In Japan, Korea, and Taiwan, there's a tendency where many people don’t want to use the same gear as everyone else. The makers behind garage brands often have full-time jobs while creating their camping gear on the side. There is also a balance in their products are not only visually appealing but also very practical. That’s what drew me in.
[Because of the small scale of garage brands, their products are often hand made, limited edition, and unique with each release. This fuels the uniqueness that Hagiwara-san is aluding to]
K: With so many products at Camp Hills from so many brands, what are some of your favorite products?
H: The tools from asimocrafts and Neru Design Works with naguri carving. It's those pieces that originally inspired me to start camping.
K: I'm always fascinated by the differences in camping gear and style between our two countries - even something like the naguri carving which drew you to the outdoors is a technique and material very few in the US would even consider. What do you think Americans can learn from the Japanese camping style?
H: I think it’s largely due to cultural differences, so honestly, most Americans probably wouldn’t understand it. One thing I can say is that color preferences for gear are different.
K: Flipping the question around, you recently started carrying YETI coolers. How are American camping products received in Japan? Are there any other American camping brands and products you have your eye on to carry at Camp Hills?
H: YETI is high-quality, durable, and simply designed. I have used their gear personally even opening the shop. And before there was an official importer in Japan, many people here bought them through [gray market] imports, and they quickly spread nationwide. The quality, durability, and design are what people appreciate.
As for what I would like to carry, recently I’m interested in Oyster coolers and SlingFin [tents].
K: What do you think is the next trend in Japanese camping gear?
H: The garage brand boom in Japan is starting to settle down. Honestly, I don’t know what the next trend will be. Perhaps lightweight and compact tools will be in demand.
K: The pendulum always swings back.
Follow Camp Hills on Instagram @CampHills_2019
Visit the Camp Hills website at www.camphills.shop
Visit Camp Hills for yourself next time you're in Japan at their location north of Tokyo at, 2 Chome-15-10 Tsurusehigashi, Fujimi, Saitama 354-0024, Japan
Camp Hills is an hour by train from Tokyo Station, but is easiest to get to from Ikebukuro Station. Ikebukuro Station can be accessed quickly from nearly anywhere in Tokyo via the Yamanote Line or Maruonochi Line. From Ikebukuro Station, simply ride the Tobu-Tojo line north for 9 stops (28 minutes). You'll then take a 6 minute no turn walk to arrive.
