FLUX = constant change
The FLUX logo will be renewed from the 2023-2024 season.
The F icon, which has been featured in various scenes with its placement changed over the 12 years since the change was made for the 2011-2012 season, will be gone, replaced by only the "FLUX" logo.
FLUX was born in 1992 with the concept of "the best binding that fits Japanese feet."
At the time, there were only large bindings that were made to fit the foot sizes of overseas riders. The discomfort caused by the large sizes not fitting the feet. Also, the difficulty of operation, pain, and durability issues. I wanted to eliminate all of that stress and just enjoy snowboarding without having to think about the equipment.
With this in mind, we have pursued and developed manufacturing, and as a result, we have become a Japanese snowboarding brand that is now available in over 25 countries.
Having reached the milestone of 30 years, our new goal is to become a truly global snowboarding brand.
To achieve this, it is essential to individually solve the problems and requests of each rider and user in each country. In addition to developing new products that bring new value, it may be necessary to present existing functions in a different way or propose them in a different region.
By constantly striving for optimization and continuing to change in this way, we believe we will be able to provide the best snowboarding experience to more people, and ultimately become a snowboarding brand that is loved around the world.
And now, in order to further spread the name "FLUX" as we look towards the next Fourth Decade, we will be taking the brand to the next step with a new logo.
Previous logos
1st. Logo 1993-1998
The original logo was in lowercase.
At the time, there were no small bindings that fit Japanese feet, so development of the first model began. The logo symbolizes the dawn of trial and error, with aluminum bases, heel cup-less bases, and two high backs. If you're a snowboard geek, you know that the name was changed to "Sector Flux Bindings" at one point.
2nd. Logo 1999-2001
Although this was the logo that was used for the shortest period of time, it also helped lay the foundation for what is now FLUX.
In the midst of the snowboarding bubble, the model "PREMIUM", created mainly by Rio Tahara, took the industry by storm, and in 1999 Jamie Lynn joined the team, giving it a foothold on the world stage. The functions that were created when "PREMIUM" was born are still used today, and the model name has been changed to "PR" and is loved by many people all over the world. The wing highback currently used by GT was also released in 2000 under the name "Hane".
3rd. Logo 2002 - 2005
It's the 10th anniversary of the brand's founding, and we're starting to see an increase in design variety, which is a hallmark of FLUX.
In particular, the "VIPER" released in 2003 was the world's first all-over pattern binding made using water transfer printing.
It was during this period that the boots CROSS FIVE were born as a separate brand. The name was said to have been inspired by the car our boss was driving at the time.
4th. Logo 2006 - 2010
This was the only logo to use cursive writing, and the model and initiatives used were very unique.
There were many features and services that would be interesting to revive today, such as UNION (later renamed EXP), a two-piece aluminum and nylon structure, the birth of a urethane high back that boasted unprecedented softness, and FCCS, which allows users to rearrange the colors of the parts.
5th. Logo 2011 - 2022
This logo, which is probably the most familiar to you, has been with FLUX for 11 years.
Today's essential features are all here, such as weight reduction and injection molding instead of sewn straps. After 10 years, BOOTS changed its name to FLUX and began selling snowboards, becoming a total footwear brand.
Looking back at the previous logos, I feel a strong sense of product evolution. When this new logo changes over time to the next logo, what kind of product evolution will we be able to look back on? We will continue to evolve in order to be a brand that continues to support your best snowboarding life, so please continue to look forward to FLUX!