Photo: Morih
Masanori Uruma is a skateboard legend in Japan and the founder of skate distribution, Kukunochi. His dedication to the brands he distributes and the Japanese skate scene in general is incredible. The first time I met him, he was throwing an art show in Tokyo for Coda Skateboards. He wasn’t interested in an instant return from the event: he only wanted to ensure that the brand and the skaters living in Japan continue to connect, grow and thrive. His is a story worth reading.
Where were you born and where did you grow up?
I’m born and raised in Yokohama, Japan. The place where Steve Caballero comes often for car and motorcycle shows.
Do you still live there?
Yes.
How old were you when you started skating?
I started when I was 14. 1988. The first time I saw skateboarding was in the movie Police Academy. After that, I saw Back to the Future. That left a huge impact on me. A few years later, I found a skate shop, and it started with my mom buying me board.
How did you get on 5boro?
I had gotten 5boro boards from a Japanese distributor called BP trading. They also handled I-path and Satori early 2000s. The owner Hiroshi is an amazing guy. He is not a skateboarder, but he kind of changed the skate scene in Japan. I go snowboarding with him once a year now.
When did you turn pro for them? What did it mean to you to get a pro board?
Maybe around 2004? It was very special and an honor for me. I think it is one of the dreams many skaters have; to have a board with your name on it. I truly thank Steve Rodriguez and the 5boro family.
Photo: Val
Were you sponsored before 5boro?
I was getting boards from the Japanese distributor for Foundation. Back then, Tum Yeto was very powerful, and I liked them. But, back then I was really into the east coast skate style, so I decided to ride for 5boro. I-path was cool, too. I had Japan trips with 3 Matts, Mike Daher, Jake Rupp, Kenny Reed, Nate Jones. Dan Wolf and Gabe Morford came with the team, too. Far eastern exposure.
When did you start Kukunochi? What made you want to start it?
2006. At that time, Pat Smith was my teammate on 5boro, but he left 5boro, and later he started Coda. I was working at a skate shop, so I thought about how I could help Pat. Back then, it was not at a scale of being able to call it a distribution, but that’s how it started. Pat is a skater that I really respect. Great skateboarder. It seems like he does not realize this though. haha.
What brands do you currently distribute?
Still Coda and 5boro. Also Polar, Quasi, Magenta, GX1000, Alltimers, Quartersnacks, ICS, Becky factory and Chrystie. I would like to carry the original products from Autumn skate shop again if possible. They were super cool.
How many people work for Kukunochi?
3 or sometimes 4 including myself. Also, local skaters and our riders help me out when we are busy sometimes. We are not big.
As the owner of a skateboard distributor, what are your duties? What does your job entail daily?
I just do the right things for brands and skateboarding. My job is like dealing with brands and shops. Taking orders, tallying them up. Setting up overseas shipments, press, shooting skate videos, and taking care of the riders I support. There is too much to do in skate business. But I am happy just being a part of skating. Most of the people I do business with are skaters. It’s not like you have to explain a lot. One of the executives at Map Cargo’s Japan branch is also a skater. Funny, right?
How do you go about selecting the brands you distribute?
I liked small brands since when I was young. It’s like brands that have an independent vibe. Like Blockhead, G&S, SMA, Schmitt Stix. I respect big brands, but I always looked for something smaller, something different. That’s why I looked for brands like that from the start, and I still do today. Brands that a rad skater started, or brands run by people that give back to the skate scene in some form or another; that is a huge element.
Was it hard to start the distribution? How did you have the money to start it? What were some of the obstacles you had to overcome at the beginning?
It was not that difficult to actually start. Because, there were only 50 Coda boards at first. I did run out of money part way through though, so I had to borrow some just once. Around 10 grand. That was a pretty heavy loan for me. Life is kind of about obstacles, one after another. I might have been able to overcome them because I know the hardships of skating. It’s easier than slamming on a 10 stair handrail. I was very lucky, Pat Smith, Steve Rodriguez, Fos, helped me out in the beginning.
Photo: Shinsaku Arakawa
Are you able to find time to still get out and skate?
Not too much. Most of the time I am on a board with VX in my hand. Recently I bought an HPX and a fisheye. Learning how to use it now.
When I met you for the first time in Tokyo, you were throwing an art show for Coda. I thought it was so sick that you were giving them so much support. What do you do to support the brands that you distribute?
It was exciting to be able to meet Rob Helmstetter from Coda. Because I was a big fan of his art for a long time. I think one of the jobs of an overseas distributor is to convey the brand’s worldview to skaters and the market. If that is what they want. In 2017, I handled Richard Hart’s photo show, Coda’s art show, Lurker Lou’s art show, the Chrystie x Pep Kim show, and Polar’s Japan tour. There was a lot that went on in 2016 also. Polar, GX1000, and Zach Chamberlin’s video premiere. Soy Panday’s art show, and also GX1000’s designer’s art show was around the end of that year. All were very dope. I guess there is nothing better than when Japanese skaters and each brand get stoked. When you do the right thing for the scene, I feel a cycle is created where it comes back in a different form. I have never thought about cost versus immediate results. Since there was the Coda show, I ended up meeting you, and now we are having this interview. Thanks.
Thank you. What is the skate scene like in Japan?
Everyone is skating a lot. But maybe there might not be enough photographers or filmers on that level. Because there are some quality people of course in Japan, but not on a huge scale like the States or Europe. I think people like that are really advancing on. As for Japanese brands, Evisen Skateboards is the coolest. They are all friends.
What gets you excited about skateboarding in Japan right now?
That Japanese skaters are going overseas and skating. Shin Sanbongi, Hiroki Muraoka and Yuto Horigome are amazing.
What is next for Kukunochi?
Keep making videos. The next one will probably be around 15 minutes. Also, there are many things I am thinking about, but I cannot speak about them yet 🙂
Photo: Shinsaku Arakawa
