Yusuke Kanda - UAG F.B
What comes to mind when you think of the word ‘passion’?
Everyone who we’ve interviewed on this website has ‘this’ in common. And ‘this’ is the passion for what they create. Whether they are a craftsman, designer, collector, or a content creator. Passion is something that is not simply handed to you. You build it from the ground up. Endless ups and downs, uncertainty, and frustration. You learn as you go.
Passion is something you earn without the expectation of a reward. You do it because you love it.
Today, we had the pleasure to invite someone from Nagoya, Japan who is very passionate about fingerboarding. His name is Yusuke Kanda, and he is the founder and operator of @uag_f.b.
Here is the story and insight of Yusuke behind UAG F.B.
(NY) Please introduce yourself and UAG to our readers!
(YK) My name is Yusuke Kanda, and I am the founder of UAG F.B. UAG stands for UNDER ATSUSHI GROUND, while F.B. represents FINGERSKATEBOARDS. In Japan, the term 'fingerboard' is trademarked by another company, so I decided to use 'fingerskateboards' instead. I launched UAG F.B. in 2019.
Yusuke Kanda / Photo by: UAG F.B
(NY) What was your personal journey into fingerboarding, and how did it lead to the founding of the company?
(YK) Before founding UAG F.B., I already owned a metalworking company where we specialized in straightening and cutting wavy or curvy metals. One day, my cousin's friend, who was both a skateboarder and a fingerboarder, was struggling to find a job, and I wanted to help him. I decided to hire him at my metal company. While he was working there, he introduced me to fingerboarding. It immediately clicked with me because I’ve been into skating and surfing since I was young, and I still do both whenever I have free time. However, my cousin’s friend found the metalwork challenging, so I suggested that we shift to creating fingerboard products; thinking it would suit his skills better since we both enjoyed skateboarding. I also began to grow a passion for fingerboarding around that time. I tried my best to provide him with a job where he could freely work in his field, but unfortunately, he continued to struggle and eventually left the company. After he left, I continued the fingerboarding business with my wife, who designs the graphics and handles product photography. It has since become a family-run business on the fingerboard side.
Behind the production of A-Frame trucks / Photo by: UAG F.B
(NY) How has Japanese culture influenced your approach to fingerboarding and the products you design?
(YK) We are continually exploring new ways to infuse Japanese culture into our products, such as using Japanese wood for our decks or ramps. Currently, we incorporate elements of Japanese art, like The Great Wave of Kanagawa, and Japanese alphabets into our graphics.
Behind the production of Hack wheels / Photo by: UAG F.B
(NY) What aspects of traditional Japanese craftsmanship or aesthetics do you integrate into your products and/or brand identity?
(YK) I've been working as a craftsman since I was 19, and I've been involved in the manufacturing industry for about 20 years. I use that knowledge and brainpower to manufacture decks, trucks, and wheels. The manufacturing world is a world of quality control and the pursuit of higher quality. That's why I'm never satisfied and always pursuing higher quality. Perhaps my craftsmanship spirit is the Japanese spirit of hospitality. I want people to smile when they encounter UAG. Because I truly want them to enjoy it.
Filming / Photo by: UAG F.B
(NY) How has the fingerboarding community in Japan evolved over the years, and how does your company contribute to that growth?
(YK) The fingerboarding scene in Japan used to be much smaller. In the past, when someone organized a tournament or an event, only 10 to 15 people would attend, and they were essentially the only fingerboarders in the country. However, the community has grown significantly, and now people from various fields and of all ages participate in tournaments and events. Our contribution to the fingerboarding scene has been introducing it to broader audiences by attending large events, even those that are not specifically for fingerboarding; such as skateboard summits, school events, and city festivals. We've also sponsored fingerboarding tournaments like @japangoldenfingers and hosted charity events in other countries, such as the Philippines.
Photo by: UAG F.B
(NY) How do you think fingerboarding reflects or contrasts with the broader skateboarding culture in Japan?
(YK) Skateboarding has become very popular in Japan since it was recognized as an Olympic sport, and fingerboarding has gained similar popularity. However, some people remain hesitant to try skateboarding due to fears of injury. Instead, they start with fingerboarding, imagining the tricks they can perform on a fingerboard before attempting them on a skateboard. In this way, fingerboarding serves as an introduction to the broader skateboarding scene, attracting a diverse audience, including younger individuals who may not yet be ready for skateboards.While fingerboarding and skateboarding share a cultural foundation, fingerboarding offers its own unique space for creativity and community, enriching the overall skate culture in Japan.
Behind the production of Prideck / Photo by: UAG F.B
(NY) What unique challenges do you face running a fingerboard company in Japan, and how have you adapted to them?
(YK) First of all, very few people in Japan were aware of fingerboarding; many thought of fingerboards as mere keychains or just toys. However, we didn’t give up. We continued to explain what fingerboarding is, create high quality products and host events to spread the word. We are still committed to this effort today.
Japan Golden Fingers / Photo by: UAG F.B
(NY) What are some of your most memorable moments from Skate Summit, Japan Golden Fingers, and how do these events bring the community together?
(YK) A memorable moment for us was when representatives from major skateboard brands praised and enjoyed fingerboarding. The tournament that day was a success, with people loving and enjoying the experience! I had the opportunity to connect with many individuals, including pioneering skateboarders from different brands, organizers, professional skaters, skateboard shop owners, and large companies like Red Bull Japan. We shared our thoughts on skateboarding and fingerboarding, inspiring one another and generating ideas for the community.
Stanley Don Toledo (left, @crunky.fb) and Yusuke Kanda (right, @uag.yusuke) / Photo by: UAG F.B
(NY) What does UAG and fingerboarding in general mean to you in life?
(YK) UAG means everything to me. UNDER ATSUSHI GROUND represents the philosophy of 'don’t give up and rise up, no matter how deep the ground is.' Atsushi, my dear best friend since high school, is like family to me. Every day, we would play, go out, surf, and dream together, even creating surfing videos for YouTube—though we never posted them because YouTube wasn’t a big thing back then. Tragically, Atsushi passed away, but our dream of creating a positive and joyful life for everyone will continue forever. That’s why fingerboarding and UAG are my life!
UAG F.B vending machine / Photo by: UAG F.B
(NY) When you’re not working on UAG or fingerboarding, what are your passions, and how do they feed into your work?
(YK) When I’m not at work—though I’m always working, haha—I go surfing, which is incredibly helpful for UAG. Every time I ride the waves and hear the water crashing, I feel like I forget everything and can focus solely on riding the waves perfectly until they come to an end. During breaks from surfing, as I head back to shore, new ideas start to flow, whether it's a fresh design or a concept for the company.
(NY) Lastly, is there anything else you would like to add for our readers?
(YK) Always follow your dreams! Don’t just plan your dreams; take action! Never give up! Spread and enjoy fingerboarding!
Yusuke Kanda
Instagram: @uag_f.b
Special thanks to Stanley (@crunky.fb) for the help with the translation during the interview process!
