Naturally, Yuko Shimajiri’s surf shop Bons: Casa de Verano—resting in a rural area on the way to the beach—draws in a medley of shoppers. From office ladies who practice yoga and paddle on the sunny weekends to salty surfers grabbing a coffee on their way home from the beach, Yuko loves sharing her worldwide finds with the unique faces that walk through her doors. “The shop is all about stuff I love: surfing, clothing. My interests and style are there!”
As one of our guides in Japan, Yuko shared what she loves about owning a store and her experiences surfing and meeting new friends around the world.
All photos courtesy of Yuko Shimajiri or Luki O'Keefe.
What were your first experiences with surfing?
I tried shortboarding at 18-years-old but I didn't get better so I stopped riding. At that time, shortboarding was definitely the mainstream so it seemed like there were no other choices. You know, it is pretty hard for the novice. There were no surf schools around so I just tried to learn from others but it wasn't easy. I didn't have a car so I kind of lost motivation to go surfing. I got serious about surfing when I started longboarding at 25-years-old. I had thought taking off was so hard but could stand up with my first try on a longboard. Everyone would love it if the first ride were a nice long one to the shore, right?
Were there a lot of women surfers in Japan at that time?
There were fewer women surfers but amateur women contests are really popular. Sometimes there were lotteries just to participate. Big surf brand names and magazine publishers sponsored those contests with fancy prizes like an overseas surf trip with photo shooting for magazines! I competed in those contests to make friends with many other women surfers.
What was the first international surf contest you participated in and how did it feel to meet other surfers from different countries?
The first one was ROXY CLASSIC at SanO. You don't compete with famous surfers unless you round up as they are usually in different classes or seeded high in Japan. It was super exciting for me to surf with star surfers I saw on DVD or magazines.
The late Donald Takayama was one of your mentors and your surfboard sponsor. What lessons did you hold dear from him about surfing and life?
Donald taught me not to compete with others but just to make today's myself better that yesterday. He already had shaped such great surfboards but he never stopped thinking about how he could make his boards better. Every morning, he started shaping before dawn and finished by the time everyone got out of water. When I was surfing, he saw my riding from the parking lot and gave me advice over breakfast. He treated all the riders like a part of his own family.
I am so grateful to be a part of his team. When I went to France for the contest, my board was broken on the airplane but one of the Takayama riders from another country loaned me a surfboard so I could compete.
From your surf travels, how do you describe the culture of women’s surfing in Japan as distinct from other places?
Shy? Modest? It is not only women but Japanese people tend not to talk to strangers. So when I talked to a stranger in the water, he/she is usually very surprised and my friend asks me if I know the person. If we never talk to strangers, we don't get to know new people or make new friends. Just smile and say hello makes your surfing life so much more fun!
I like to take photos, making things. I take photos in the water and make board cases - they are always something to do with surfing.
What are your favorite places to travel and surf in Japan and why?
Each place has something nice so it is hard to pick one but I probably visited Miyazaki the most. There are usually waves and lots of points to choose from.
What are the popular places that Japanese surfers like to travel to?
From Kanto area, Miyazaki is very popular. Surfers from other parts of Japan like to visit Shonan or Chiba.
Where would you recommend for surfers to visit in Japan to find waves and a nice culture?
Shonan - waves are a bit inconsistent but you can experience surf culture in Japan. If you want to find waves, Chiba would be better. Because it is surrounded by the ocean like an island, there always somewhere you can surf. Amami Oshima is also a great destination to enjoy the nature and surf. Get inexpensive airline tickets for your quick surf trip during the Japan stay.
Why is surfing an important part of your life?
It is my day-to-day purpose and guide. I check surf every morning and decide where to surf. Talk about next trip or what to eat for lunch with friends in the water.
My work is necessary for going to surf trips. Going home and checking tomorrow's forecast is pretty much routine but waves are different every single day. Surfing leads me to tomorrow, the next day, and 10 years from now.
How do you see surfers live differently?
I think surfers have a more diverse community. Because the age or social status do not matter while you are surfing. Surfers can connect with other surfers to share the moment and waves every single day!
MORE WOMEN ENTREPRENEURS
]]>Look no further than the streets of Harajuku and you’ll see that Japanese fashion is on its own amazing and creative level of expression. Seea has always appreciated Japanese culture's unabashed passion for fashion, and we were stoked to be able to put our imaginations together with Japanese retail juggernaut United Arrows and it's brand Lepidos again this year.
The second Seea x Lepidos collaboration includes three exclusive rashguards in quirky prints and colors only available at select United Arrows stores and theSeea.com in limited quantities.
One of the most influential retailers in Japan, United Arrows operates a large network of stores and owns many private label brands, including Lepidos, which is known for their bright prints, custom designed each year. Seea has appeared at two of its more high profile "Beauty & Youth" stores in Japan: in Shibuya, a huge fashion city, and Shonan, a major surf town.
Subdued olive stripe for Seea x Lepidos collab. |
Pink sharks! conciliacionconstrupaz x Lepidos Hermosa swim shirt in shark print. |
See what the Seea x Lepidos collab looked like last year.
Keep on exploring Japan's unique surf culture in this story about Yuko Shimajiri's shop, Bons in Japan.
Yuko surfing in the Seea Malibu suit, a very popular style in Japan. |
Yuko surfing in the Seea Malibu suit, a very popular style in Japan. |
A look inside Bons Japan |
We spy Seea :) |
Yuko braving chillier waters. |
For the exclusive release, Seea made a Doheny rashguard using Ron Herman’s signature red and blue logo colors. The rashguard body is made from a unique textured fabric in navy, with contrast red & white stripe cuffs. Wear this slim cut, long body rashguard with your favorite bottoms, or pair with the Solimar bikini in pink stripe for the perfect match.
conciliacionconstrupaz x Ron Herman rash guard in the latest issue of Honey magazine in Japan. |
conciliacionconstrupaz Solimar bikini in pink stripe in the Ron Herman Yokohama store in Japan. |
Surfboards for sale at the Ron Herman Sendagaya store in Japan. |
This exclusive collaboration is sold through conciliacionconstrupaz.com and select Ron Herman locations in Japan, with only 50 available, worldwide.
Seea x Ron Herman Japan Doheny rashguard. |
Now available at select locations of Japanese fashion powerhouse United Arrows, the Seea x Lepidos Rashguard is our latest and most limited collaboration to date. One of the most influential retailers in Japan, United Arrows operates a large network of stores and owns many private label brands, including Lepidos, which is know for their bright prints, custom designed each year.
Have a look at the new 2013 Lepidos prints in their dreamy Summer Catalog. Available exclusively through Seea x United Arrows, the rashguard will be sold at two of their high profile "Beauty & Youth" stores in Japan: in Shibuya, a huge fashion city, and Shonan, a major surf town.
The only other place you can get one is at the Seea webstore, and with only 40 made worldwide, they are sure to sell quick.
United Arrows "Beauty & Youth" catalog |
United Arrows "Beauty & Youth" catalog featuring the Seea x Lepidos Doheny rashguard |
United Arrows "Beauty & Youth" catalog featuring the Seea x Lepidos Doheny rashguard |
United Arrows "Beauty & Youth" catalog |
Seea x Lepidos Doheny rashguard for United Arrows "Beauty & Youth" stores, available at conciliacionconstrupaz.com. |
Dedicated to surfing and the culture of those who love it, we are particularly fond of Nalu magazine, and were humbled by the interview, and the attention afforded to our young brand. Seea would also like to thank the editors of Blue and Honey for making such wonderful, high quality magazines, and for doing so much to bring the joy of surfing to the women of Japan.
If you are in Japan this month, you can win a pair of Seea suits, courtesy of BLUE magazine! |
Seea was also featured in the premiere issue of Honey - a new magazine dedicated to fashion and beach lifestyle! |
Seea babes Ashley, Amy, and Heather grace the first page opposite the inside cover! |
Nalu is another awesome Japanese magazine, dedicated to the stories of surfing tastemakers across the globe. |
Amanda, cruising San O in the Swami's Playsuit. Photo: Naki Sur |
Double full page spreads - A nice way to introduce Seea to Japan! Thanks Nalu!! |
Can it get any cuter? Airi & Naki - our friends and representatives for Seea in Japan! |
Can it get any cuter? Airi & Naki - our friends and representatives for Seea in Japan! |
Airi and Naki are two very unique people we are happy and lucky to have met. One of the first Japanese professional surfers to compete in California in the 80's, Funaki Mitsuhide, aka "Naki", has been surfing for over 30 years. With cat-like grace on any size board, Naki's sense of style can only be matched by his beautiful fiancee Airi, a former Japanese news reporter and newcomer to the surfing world. Together, they are an inspiring duo - a true intersection of culture & experience, blending the best of California with Japanese style and flair.
Naki waxes up his "kook box"- a hollow wooden surfboard modeled after boards from the 1930's |
Trimming out parallel on a small day at San O |
Stylish bottom turn on a not-so-small day |
Naki's is also an excellent water photographer. His shots are coveted by collectors around the globe. |
I started surfing in Japan when I was 18. I would surf 6 or 7 hours a day back then – even if there was no surf, I would still go out and just paddle! There was no internet then, no surf report, nothing - it was like discovering a new world!
Later on I became a professional surfer in Japan – I moved to the US when I was 28, and was one of the first Japanese surfers to compete on the PSAA circuit. I took competition pretty seriously back then, but through my travels, I began to explore new places and new waves. The spirit of surfing here on the coast of California is very free in comparison to Japan, and eventually, my attitude towards surfing began to change. I learned to surf for myself and be happy, even when things aren’t perfect.
Well, “Naki” is my nickname. It’s short for my last name, Funaki, which was easier for most people to say than “Mitsuhide”. I wanted to bring the same sense of joy and freedom I discovered in California back to surfers in Japan, so when I started my company, I named it “Smile Surf”, or “Nikorin Surf” in Japanese. It made perfect sense since “Naki” was already my nickname. Smile - Surf!
My purpose is to help others get to know the ocean, and to enjoy happiness through riding waves. I encourage my friends to discover surfing on their own terms – not just when the surf report says “good”.
Amami Island, for sure. Usually, you go to islands, people can be unfriendly, and have a tendency to be protective of what they have, particularly with waves & surf spots. But everyone in Amami is so open and kind. The waves, food & weather are all very good, and it never seems to get crowded. The ocean is so blue & beautiful - it's a true paradise!
Just one of over 200 different surf breaks in Naki's favorite paradise, Amami island. |
3 years ago. At the time I was living in Japan and was a member of a traditional Japanese surf shop. There were many rules, and Japanese guys don't always make it easy for women to learn to surf, either, so I was very scared to surf! Then I met Naki, and he taught me to go beyond this small way of thinking. He gave me different boards to try, taught me to understand the waves, and showed me a new vision of surfing. Meeting Naki definitely changed my life!
I just love to be in the ocean. I don’t even have to catch any waves - I’m just happy to be there. I feel like I’m cleansing my soul... I need to go there, for my heart!
I love San O very much. The waves are good, people are so nice. I can feel the history of surfing in the atmosphere there. Ulvila is a small town by the ocean, but really it is a very spiritual spot for surfing - so many artists and legends have lived and surfed here - it's an exciting, original surf town.
I was so excited!! I was always so unhappy with the suits I found before in Japan. Finally suits that look amazing and still stay on - just what I had been looking for and could never find!! That is why I feel the need to tell everyone about Seea - because I know many other Japanese girls feel the same way I do, so I have made it my mission to let them all know!
Airi in the Seeaside rash tank, coming this June! |
Airi: Our lives are so fast and busy – so many things come and go. I am a full time student, while Naki is an artist, a surfer, a business owner. We love the freedom our lifestyle provides, but sometimes we would like to unplug from it completely and live more simply –
Naki: I would like to go shoot photos just for me, instead of shooting for an article, or just go score a great day of surf alone, or with friends - no cameras or blogs. A slow life with no wind, that is what I would like...
It's been a real pleasure getting to know Airi & Naki, and we couldn't be more please to be working together. For more information on becoming a Seea dealer in Japan, contact [email protected].
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