Surf Souvenirs and Memories with Yuko Shimajiri

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.

Foam Magazine's Swim Issue!

We were above and beyond excited to open up Foam magazine's June 2013 "Swim Issue" and find a flood of Seea in the "Fish Out of Water" fashion editorial. 

The Palomar Crop Top in Navy, Seeaside Reversible Tank in Mint, Swamis Playsuit in Teal, Riviera in Slate Stripe and the Seea x Reunion high waist neoprene pant were all featured in the magazine's pages. Big thanks to Foam for the generous support! 

California Surf Lifestyle in Japan: Seea x Ron Herman

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.

The Seea x Ron Herman rashguard in the latest issue of Honey magazine in Japan. 

The inside of Ron Herman Yokohama store in Japan.

The Seea 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 theseea.com and select Ron Herman locations in Japan, with only 50 available, worldwide.

Seea x Ron Herman Japan Doheny rashguard.

From SoCal to NorCal: Talking with Julie Cox

Julie works on her cross step, somewhere in Mexico.

As a young veteran of the surf community, most women (and men) surfers cross paths with Julie Cox sooner or later. She’s been a dedicated local in the waters of southern California, a former professional surfer for Roxy in the mid 2000s, an instructor for Las Olas Surf Safaris in mainland Mexico and researched surf legends as operations manager at the California Surf Museum in Oceanside—which is where we first met her.

The next place you might see Julie is up in Northern California. She lived up there during the time she was pursuing a degree at UC Santa Cruz and traveling to compete in surf contests, and has recently returned to the bay area to be the manager/buyer of Mollusk in San Francisco. She is also Seea's Northern California sales rep.

We talked to Julie back when she was studying women’s surf history for the “Women and the Waves” exhibit at the California Surf Museum. This time, we had a conversation with Julie about women’s surfing in the current era and her new adventures in San Francisco.

Shown left, Julie with Ashley Lloyd Thompson at the Logjam in Santa Cruz. Congrats to Julie for taking 2nd place and Ashley for taking 1st. 

How did you come to work at Mollusk in San Francisco? 

Last year, I decided it was time to move away from Oceanside and explore the San Francisco Bay Area. I thought Mollusk would be a good fit and a good landing place for me. Thankfully, the owner did too and created some room for me within the company. Mollusk is similar to the museum in a lot of ways, but at Mollusk my job is pretty focused on a few things, whereas at the museum, I did a little of everything.

You went to school at UC Santa Cruz and have traveled around California a lot. Now settling back up in the Bay Area, why does it feel like the right place for you to be now?

It feels great to be back in the Bay Area. It feels right to be around the stunning natural beauty, the amazing restaurants, the progressive and artistic culture; the most sustainable city in the USA. I felt like I was ready to grow more and had always wanted to live up here. Timing felt right to take the plunge.

Even though surfing is a hobby of yours, working with people who surf, and brands that serve surfers is also a part of your career. What do you love about working with people who also surf and share the same kind of way of life as you?

I have surrounded myself with surfing for a long time, in many different types of jobs, but it comes down to being surrounded by good people. I feel lucky to have surfing be a part of my career path.

Angles and colors, Julie finds a photogenic spot to sit.

Who are some of the women surfers that are inspiring to you today and that you look up to? 

I look up to Ashley Lloyd because she is a great surfer, great shaper, great human. Bev Sanders (founder of Las Olas Surf Safaris for women) has always been supportive of me and of women learning to surf. Both of those women are putting such positive energy into surfing and women's surfing. Jeannette Prince is also really fabulous. She surfs great, is super creative, and has stayed stoked on surfing throughout her life it seems.... Donna Matson is another early lesser-known pioneer. She is a mentor to me because she has lived life on her own terms and has amazing stories about surfing, sailing, scuba and her business (Western Instructional Television).

During the 1990s, it was a big deal for Lisa Anderson to be the first woman on the cover of Surfer and it was still a very male-centric sport. How do feel it’s changed from when you were surfing professionally around that time?

I think there are many more women surfers now and Lisa Andersen, along with the surf industry's women's lines, have helped inspire more women to get in the water in the 1990s. I used to know just about every girl in the line-up, but now I don't. There are so many! It is rad.

You made a line of women’s surfboards with shaper Jed Noll. What are some of the differences in making a surfboard for women than for men?

Jed and I created the Jule Collection to help support women in surfing and give them some fun options for boards made with women in mind. Dimensions are created based on my surfing, Jed's shaping experience, and also my experience teaching women how to surf.  We make boards for a variety of conditions, body types and surfing styles. Guys like the Jule boards too, but our marketing and esthetics are focused on the women.

From seeing women surfers every day at Mollusk, what advice do they most frequently ask you for, and what do they want in surfing clothing and equipment? 

Women are really stoked on the Seea suits because they are so cute, the styles are refreshing, and they are functional. I hear that some women are looking for more surf buddies to go surfing with. I think we are more social and want that camaraderie and support.

Coming from Southern California, how is the surf culture in Northern California different? 

The surf culture is different up here for sure. The Santa Cruz surf culture is thriving and strong, but in SF it is more low key. There is just less surf industry, fewer stickers on cars—that kind of thing.
But the surfers up here charge! The waves are bigger and gnarlier and surfers are as dedicated and stoked. There are so many waves up here and lots of adventure to be had.

Julie in the Hermosa brown shell/navy.

Julie inside Mollusk San Francisco.

Big in Japan - Seea x Lepidos

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 theseea.com.

Seea in the Fashion Magazines! Vogue and Glamour

Seea Palomar Crop Top available at theseea.com, wetsandsurfshop.com and thebikinifox.com.

Getting recognition by a magazine like Vogue is like glassy head-high waves at a secluded point break. We are beyond stoked that the fashion bible chose the Palomar cropped top for the Vogue Guide, "100 Under $100." The editors captured the multifunctional spirit of the Palomar Crop Top perfectly, which was designed to protect your shoulders from the sun as a surfing rashguard, but is also a killer, hot cropped top that you can wear out on the street with a high-waist skirt or denim shorts. 

On the newsstands this month, The Riviera one-piece was featured in Glamour's Ultimate Swimsuit Issue! Wise advice on how Seea's smart swimsuit cuts will flatter the figure: "You'll look even leaner with a color-blocked pastel panel."

Seea Riviera one-piece suit available in more colors at theseea.com.

Seea Neoprene Collection Teaser

Everyone has been asking for it. It’s finally, almost here… the Seea neoprene collection! Filling the void between Spring suits and traditional full suit styles, this line of lightweight neoprene offers additional protection and warmth with our signature retro-meets-modern style. The collection includes a 2mm high waist neoprene surf pant, made in collaboration with Reunion wetsuits, and a buttery slick skin jacket top. We'll also be releasing a few unique Spring suits as well, all made right here in the USA.

As a sneak peek for the new styles, we teamed up with photographer Shaun Fenn. We were moved by his stunning portrait photography and are excited to share the gorgeous, cinematic teaser video he made featuring Seeababes Mele, Danica and Luki testing out the product for fit and function perfection.

Look out for the pre-order form coming soon!

Seea 2013 neoprene collection video teaser. from The Seea on Vimeo.