I’m Masaaki Mita, a freelance photographer, writer, and editor. I also serve as the editor-in-chief of Yamatomichi’s owned media, where I supervise product pages, writing, and photography. In 2024, I also began a cottage brand called “The Empty Bottlers,” selling empty water bottles as reusable flasks.

2024 was a busy year, especially with starting The Empty Bottlers. We hosted one or two events each month, prepared bottles, and managed logistics, all while balancing family life. Personal trips were limited, but I managed some adventures during work-related travel. For example, I hiked Hokkaido’s Daisetsuzan mountains and cycled from Wakayama to Lake Biwa for Yamatomichi’s Yamatomichi Festival. The year was fulfilling, filled with meeting new people and building connections through event participation.

The idea came in 2018 during a PCT Days event in the U.S. I saw hikers using 1-liter Smartwater bottles as flasks and brought one back to Japan. Over time, I noticed others using the same bottles. It made me think, “Why not sell empty bottles directly since that’s what people want?” It started as a joke but evolved into a real concept.

After finding a Chinese-made bottle close to my desired design in 2023, I began importing samples. The sticker production was a challenge until I discovered that printing them myself with a laser printer was viable. Finally, after almost a year of preparation, we launched sales in 2024.

What I love most is designing the stickers and crafting the bottles. Turning flat stickers into tangible objects brings joy, as does seeing customers delight in choosing their bottles at events. It’s also been rewarding to connect with shops and brands I wouldn’t have met otherwise.

I started as a photographer in the late ’90s, captivated by turning fleeting moments into physical prints. However, with the digital age, photography shifted to data, and I lost some passion. Today, photography is a creative tool rather than my sole focus. That said, capturing breathtaking scenes and people still excites me when the opportunity arises.

My background in music writing has also influenced my outdoor writing. Writing for cultural publications taught me to communicate complex ideas in a relatable way, a skill I carry into my current work.

Early look books stand out for their creative freedom. Among articles, “Cheap Hike” remains a favorite and a reader favorite too. I’m proud of our deep-dive pieces like the rainwear and base layer studies, which boosted Yamatomichi’s credibility. Every project has been a labor of love.

For The Empty Bottlers, we aim to streamline production and expand to retail stores. That said, I want to keep it as a side project. The brand’s underground vibe is part of its charm.

As for Yamatomichi, its future is unpredictable but always exciting. It’s like a runaway train, evolving each year.

Someday, I hope to create a book chronicling the history of ultralight hiking and cottage brands in Japan.