Seea - Seeababes

From Japan With Love: Yuko Shimajiri owner of Bons Surf Shop

2017-12-07T14:02:00-08:00

In Chiba, Japan, the surfing patterns are two extremes: chilly and sometimes white-capped homes in the winter and warm, welcoming waters that fill the beaches with vacationers in the summer.

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!

Why do you love being a store owner?

I love going on trips because it brings me so many wonderful encounters. Being at my store is almost like it. I can meet so many people just like when I'm on a trip. If I were working for one company, I would only get to know someone who has something to do with my job. But here, I meet all kinds of people do many different jobs through surfing and some of them become really close friends. My shop is not by the beach so non-surfers stop by too. It is in a rural town so maybe a little different from other shops around.

What are the other activities that you like to do when you’re not surfing?

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!

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Newest Collab: Seea x Lepidos for United Arrows in Japan

2014-05-20T13:18:00-07:00

funtemplates x Lepidos exclusive "Neon Wave" print rashguard.

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! funtemplates 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.

Surf Souvenirs and Memories with Yuko Shimajiri

2013-05-18T11:24:00-07:00

Yuko Shimajiri at work: in the water and at her store. The stripes are right!

Yuko surfing in the Seea Malibu suit, a very popular style in Japan.

We are continuing our virtual tour of the Japanese surf scene and surfers this month with the introduction of Yuko Shimajiri. Yuko's classic longboard style has won her many contests, one of which introduced her to a friendship with the late Donald Takayama. Surfing has taken her around the world and she opened her store BONS: Casa de Verano in Japan to share her favorite new and interesting discoveries with friends at home.

The name "Bons" comes from the French word bon that means "good," and is also a shortened version of her blog, Bon Bon Surf. Casa de Verano means “summer house” in Spanish. Sipping coffee and watching surf movies projected on the store wall after dawn patrol... sounds like a sublime place to be right now! We talked to Yuko about some of her favorite surfing memories and what its like having a surf shop in Japan.

What is one of your favorite surf memories?

Looking back, one of my favorite memories was early on in my surfing life. I have always liked the classic style of surfing, so I was very excited to meet Donald Takayama in 1999 when he came to Japan to be a guest judge at a contest. There was an autograph signing for Donald the day before, so I went to meet him. Someone brought an Indo board to the signing, and we were all playing around on it. Donald said to me “You can’t surf that.” I told him to watch me in the contest the next day, and I did very well. After the contest, Donald asked me to ride for his team. Three weeks later, I came to California to surf with Donald, and had my very first session at San Onofre. I will never forget that trip.

What are the pleasures you get from surfing?

Whatever situation you are in, if you go to the ocean, you can reset and cleanse yourself. All of the stress melts away.

A look inside Bons Japan

You recently opened your own store, BONS. What has been the most difficult thing about starting the business?

It was very difficult to choose where to open the store, and to decide what type of store BONS would be. Naturally, I wanted to sell surfboards, but there are already plenty of surf stores near the beaches in Japan, which are already competitive and not very welcoming of newcomers.

I also thought about opening a store in Tokyo, but with an urban location, surfing would have been less involved, and in the end, I don’t enjoy the city enough to build my future there. After much thought, I chose a location close to the beach, but on the way back to the city. It’s the perfect combination. I can relax and be myself, and customers from both the beach and the city enjoy stopping by.

BONS also has a coffee shop inside the store. Did you do that to create a sense of community there?

Yes, that was definitely one reason, but I love to see my friends, and I wanted them to feel welcome to stop by the store to relax and visit, without feeling the pressure to buy something. I wanted a place to feature the surfboards and clothing that I enjoy, but also to create a gathering point for the people who I enjoy.

We spy Seea :)

How do women react to Seea when they see it in your store?

Many times when a new customer visits the store, Seea will be the first thing they pick up. “What are these?” they ask. “Is this a wetsuit or a swimsuit?” They are all very curious to find out. Many women who have already heard of Seea want to try them on to see how they fit, as not all swimsuit styles work well for Japanese girls.

What style has been the most popular?

The Malibu is the best! It is beautiful to wear by itself, but it looks pretty with a jacket as well. The style is very flattering for Japanese women, so the suits sold very well.

What is your favorite place to visit in California?

San Francisco is my favorite city, and I always make a trip to surf in Santa Cruz when I’m there. I also love surfing Cardiff Reef. It’s one of my favorite places in the world.

Yuko braving chillier waters.

California Surf Lifestyle in Japan: Seea x Ron Herman

2013-05-09T17:44:00-07:00

Seea’s special collaboration with the famous California lifestyle store, Ron Herman is now available in its Japanese stores. Ron Herman became famous for its clever balancing of slick, high-end designer brands with the most well-designed casual T-shirts, jeans and sneakers. The concept has been embraced in Japan, where Ron Herman operates 8 stores.

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.

funtemplates x Ron Herman rash guard in the latest issue of Honey magazine in Japan.

The inside of Ron Herman Yokohama store in Japan.

funtemplates 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 funtemplates.com and select Ron Herman locations in Japan, with only 50 available, worldwide.

Seea x Ron Herman Japan Doheny rashguard.

Big in Japan - Seea x Lepidos

2013-04-18T09:09:00-07:00

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

Seea x Lepidos Doheny rashguard for United Arrows "Beauty & Youth" stores, available at funtemplates.com.

Seea Summer Coverage!

2012-06-15T20:14:00-07:00

Seea got a blast of coverage this month in Japan, with features in both BLUE and HONEY, and a two page feature in NALU magazine as well! We are so grateful for the love sent our way from overseas, and for the passion and close involvement of our Japanese friends, Airi and Naki of Naki Surf!

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!!

"A Slow Life With No Wind"

2012-05-14T07:44:00-07:00

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.

When did you start surfing, Naki?

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.

Your name means “smile” in Japanese, right?

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!

So what’s Naki Surf all about?

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”.

What is your favorite place in Japan?

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.

When did you and Naki meet?

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!

What do you like the best about surfing?

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!

What is your favorite spot to surf?

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. Hamburg 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.

What did you think when you first saw SEEA?

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!

What would you the two of you like out of the your lives in the future?

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].