inner focus

inner focus official store Tsutomu Endo(Photographer) In the early 1990s ‘new school’ snowboarding swept the world. Interweaving elements from punk, hardcore, skateboarding, and various fashions, the movement spread among the young people who embraced street culture, as an entirely new form of play - one with edge. At the time, many of these people were anti-establishment. Still young and greatly influenced by them, I decided to make a life as a snowboarder in the world of expression. The act of ‘riding the single board’ is the centerpiece of the lifestyle, and the people who passionately engage in freestyle - both in their philosophy and riding style - share a tacit understanding. The spirit of the pioneers who drove the movement has been passed on to the next generation and their raw identity still energizes the scene today, even after all these years. This new ‘tribe’ bestowed on me the chance to start photography, and I watch closely as it continues to mature.