HISTORY

FLUX was established in 1992 with the concept of creating "the best bindings for Japanese feet."
Our pursuit of manufacturing products that satisfy Japanese customers resulted in world-class quality.

In Japan, we have Many riders like Motohiro Abe, Naohiro Yoshida, Raio Katsuya Tahara, Yuki Yamazaki, Takaharu Nakai, Keijiro Kasahara, Isao Seki, Atsushi Hasegawa, and many more up-and-coming riders.
Internationally, there's Jamie Lynn, Blaise Rosenthal, Matt Hammer, Romain De Marchi, JP Solberg, John Jackson, and Chris Rasman.
The journey from the 1st model to the new XF has been shaped by the feedback, original ideas, and technology from countless riders too numerous to list here.

Thanks to this world-class quality and technology, FLUX is now distributed in over 25 countries worldwide, not just in Japan.

However, this is merely a waypoint.
To remain a brand that continues to walk alongside everyone in their best snowboarding life, FLUX will continue its "ceaseless evolution," and has already begun its journey towards the next 40th anniversary.

Past Logos

1st Logo　1993-1998

The initial logo was in lowercase.

At the time, there were no small bindings that fit Japanese feet, which led to the development of the 1st model. This logo symbolizes the early days of trial and error, including aluminum bases, heelcup-less bases, and two-piece highbacks. Those who know that it was once renamed "Sector Flux Bindings" are true snowboard fanatics.

2nd Logo　1999-2001

Although this logo was used for the shortest period, it was a time that laid the foundation for the current FLUX.

During the peak of the snowboarding boom, the "PREMIUM" model, primarily developed by Raio Tahara, dominated the industry. In 1999, Jamie Lynn joined the team, marking our first step into the global market. The features born with "PREMIUM" are still carried over today, and the model, renamed "PR," is loved by many worldwide. Additionally, the Wing Highback, now used in GT models, was released in 2000 under the name "Wing."

3rd Logo　2002 - 2005

This period marked the 10th anniversary of the brand, and FLUX began to offer more variations in its design, a characteristic of the brand.

Notably, the "VIPER," released in 2003, was the world's first all-over patterned binding using hydrographic transfer.

It was also during this era that the boot brand CROSS FIVE was born as a separate brand. The name was supposedly inspired by the car our boss was driving at the time...

4th Logo　2006 - 2010

This period, featuring the only cursive logo in FLUX history, saw many unique models and initiatives.

There was the UNION (later renamed EXP), a two-piece structure of aluminum and nylon, the birth of urethane highbacks boasting unprecedented softness, and F.C.C.S., which allowed users to customize part colors. It was full of features and services that might still be interesting to revive today.

5th Logo　2011 - 2022

This logo, which most of you will likely recognize, has been with FLUX for 11 years.

During this period, products became lighter, and straps evolved from sewn products to injection-molded ones, establishing all the essential features we see today. Furthermore, BOOTS, after 10 years, was rebranded as FLUX, and with the launch of snowboards, it became a total brand for snowboarding gear.

6th Logo　2023 - 

For the 2023-2024 season, FLUX will be renewing its logo.

The F-icon, which has been exposed in various settings with different placements for 12 years since its change in the 2011-2012 season, will be removed, leaving only the "FLUX" logo.

Having passed the 30-year milestone, our new goal is to become a truly global snowboard brand.

To achieve this, it is essential to individually address the problems and demands of each country, each rider, and each user. This includes developing new products that bring new value, as well as presenting existing features in different ways or proposing them in different regions.

By continuously seeking optimal solutions and evolving in this manner, we believe we can deliver the best snowboarding experience to more people, ultimately becoming a globally beloved snowboard brand.

And as we head towards our next Fourth Decade, we will advance the brand to the next step with our new logo, further spreading the name "FLUX."