The real reason why SUSTAINABLE JAPAN Co., Ltd. launched UPSEA

For all those who love the sea – The idea behind the creation of UPSEA

The ocean has a special place in my heart. My father was born on Yonaguni Island in Okinawa, and my mother was born in a port town in Kumamoto. The ocean has always been close to me since I was a child, and I have been fascinated by its beauty and grandeur. However, the ocean is now facing a serious crisis. Around the world, about 8 million tons of plastic waste flows into the ocean every year, causing harm to many marine creatures. The main cause of this is the "plastic" that we use on land and have not been properly disposed of.

As the representative of SUSTAINABLE JAPAN Co., Ltd., I have been working on the problem of marine debris since the company was founded. Starting with the sale and lease of the SEABIN, a floating marine debris collector, in 2023 we began manufacturing and selling the SEETHLIVER, a floating debris collector for irrigation and drainage channels, which was developed to address issues unique to Japan. Through these efforts, we continue to take action to protect the marine environment.

However, as we continued our activities, I noticed a big problem. That is, our marine debris collection efforts are a "business with zero economic value." Although SEABIN and SEETHLIVER can make a significant contribution to environmental protection, they are not a business model that generates profits in themselves. Therefore, we needed a new approach to continue this activity sustainably.

This is how UPSEA, a brand that recycles marine plastic and gives it new value, was born.

Thoughts on " UPCYCLE" and "SEA"

The name UPSEA has two meanings. One is "UPCYCLE (creative value creation)" and the other is "SEA (ocean)" . We aim not to simply recycle but to breathe new life into marine plastic and create value . Together with two top athletes who share our vision, we will take action to protect the oceans of the future.

Aiming for both economic efficiency and environmental protection

"We want to leave a beautiful ocean for our children in the future." To realize this desire, we have found new possibilities in "business with zero economic value." This means working with companies that share our cause and goals but provide "economically viable" products and services, and achieving both environmental protection and sustainable business.

UPSEA is a brand that collects plastics floating in the ocean as marine litter and recycles them into surfing gear and apparel, which is not just an environmental conservation activity but also creates a sustainable economic cycle. Through these efforts, we hope to make consumers feel closer to the "marine litter problem" and provide them with an opportunity to actually take action.

Towards becoming a brand that makes sustainability a norm

UPSEA is not just a brand for people who are "highly conscious" about marine waste issues. We want to be a brand that allows surfers, as well as everyone, to make choices that are considerate of nature and the environment in their everyday lifestyles. We want sustainable choices to be "the norm" rather than "something special". To that end, we aim to be a brand that produces everyday products such as fins and apparel from marine plastic and that more people can pick up.

To leave a future ocean for future generations

There is one thing we want to convey through this brand. To create an opportunity to change people's awareness by learning the fact that "marine waste originates on land." Choosing UPSEA is not just a purchase, but an "action to protect the future of the ocean ." With this in mind, UPSEA will continue to take on new challenges.

For all those who love the ocean. Let's create a new wave together with UPSEA.

SUSTAINABLE JAPAN Co., Ltd.

President and CEO Takaaki Higashihama