The real reason why SUSTAINABLE JAPAN Co., Ltd. launched UPSEA
To all who love the ocean – The vision behind UPSEA's creation
The ocean holds a special place in my heart. My father was born in Yonaguni Island, Okinawa, and my mother in a port town in Kumamoto. The ocean has always been close to me since childhood, and I've been fascinated by its beauty and grandeur. However, this ocean is now facing a serious crisis. Globally, approximately 8 million tons of plastic waste flow into the ocean each year, harming many marine creatures. A large part of the cause is "plastic" that we use on land and is not properly disposed of.
As the representative director of SUSTAINABLE JAPAN Inc., I have been addressing the issue of marine debris since its establishment. Starting with the sale and lease of the SEABIN marine debris collection device, we began manufacturing and selling the "SEETHLIVER waterway debris collection device," which was developed to address unique Japanese challenges, in 2023. Through these initiatives, we continue to take action to protect the marine environment.
However, as I continued our activities, I became aware of a major challenge. That is, our marine debris collection efforts are a "zero-profit business." While SEABIN and SEETHLIVER can significantly contribute to environmental protection, they are not business models that generate profit themselves. Therefore, a new approach was needed to sustain these activities.
That's where UPSEA was born, a brand that recycles marine plastic and transforms it into new value.
The idea behind "UPCYCLE" and "SEA"
The name UPSEA embodies two meanings. One is "UPCYCLE (creating innovative value)", and the other is "SEA". We aim not just for recycling, but to breathe new life into marine plastic and create value. And with two top athletes who share this vision, we will take action to protect the future of the ocean.
Aiming to balance profitability and environmental protection
"We want to leave a beautiful ocean for future generations" — to realize this desire, we found new possibilities in a "zero-profit business." This involves collaborating with companies that provide "profitable" products and services while sharing a common cause and purpose, thereby achieving both environmental protection and sustainable business.
UPSEA is a brand that collects plastic floating as marine debris and regenerates it into surfing gear and apparel. It is not merely an environmental protection activity but creates a sustainable economic cycle. Through such initiatives, we hope to make consumers feel closer to the "marine debris problem" and provide them with an opportunity to take action.
Towards a brand that makes "sustainability" commonplace
UPSEA is not just a brand for those who are "highly aware" of the marine debris problem. While appealing to surfers, we want it to be a brand that naturally allows people to make environmentally conscious choices in their daily lives. We aim to make sustainable choices "commonplace" rather than "special." To achieve this, we create everyday products like fins and apparel from marine plastic, striving to be a brand that many people can embrace.
For future children, to preserve the ocean of the future
There is one thing we want to convey through this brand: to provide an opportunity to learn the fact that "marine debris originates from land" and change awareness. Choosing UPSEA is not just shopping, but "an action to protect the future of the ocean." With this in mind, UPSEA will continue to take on challenges.
To all who love the ocean. Let's create a new wave together with UPSEA.
SUSTAINABLE JAPAN Inc.
Representative Director and President, Takaaki Higashihama