Guy Yup

Philosophy // Language
まだ成功には程遠い
How do you feel about death?
Building

[Guy Yup @guyyupp]

10.28.26
1640/1826

October has already passed September, and hasn't even had a drop release yet. September did what it did in part due to the drop day which was the brand's biggest day on record. October however, is beating that with no drop day at all, just business as usual days ripping all month long.

On top of that, I cannot imagine a world in my mind in which November doesn't vastly outperform October. 2026 will go down as the year that Mori Bound broke out. 2027 will be about taking names.

After 2 months away I climbed for the first time yesterday. Took it super easy just to ease back and and my wrist did great. Still been surfing almost every single day too. The fall weather and colder, clearer air and ocean have been so nice.

Went on a trip back to Miyazaki this month as well to meet back up with everyone and surf a bunch.

[Guy Yup @guyyupp]

10.09.26
1621/1826

September did in fact leave August embarrassed, but it will quickly be shown up by October. No outside force can stop this, the only thing capable of changing this trajectory is myself, from inside the ship. And do that I will not.
Feel bad for everyone in the same niche trying to compete. Even the legacy brands, they will be the last to fall simply because they had the largest head start, but once they are in the crosshairs they will in fact be the easiest to surpass.

"Slight" wrist injury has turned into 1.5 months of no climbing. PT on the wrist strengthening it up and should be back to it soon enough. Just been surfing a lot lately which has been great. Got a new twin fin fish with some more volume for the smaller days.

[Guy Yup @guyyupp]

@osbornejosephd Not particularly. Just cuz it's a brand account and I don't have anyone I'd need to follow on it. I don't really have a desire to scroll through posts on there.
Maybe I'd follow like less than ten people or something but at that point I'd rather just have it say 0 cuz vibes.

[Guy Yup @guyyupp]

09.10.26
1592/1826

Yes. We have reached escape velocity. Nobody else has a chance anymore. This niche is now ours and solely ours. It is only a matter of time before this becomes apparent to all.

June was up. July was up. August was up. But the momentum is not stopping, no, it's not even slowing. September will leave August embarrassed.

Slightly injured my wrist climbing a day after my last update and haven't been able to climb since. Could be another week or two before I'm even able to start again. So what does that mean? I've been surfing a lot. What a blessing it is to have multiple hobbies you love this much.

[Guy Yup @guyyupp]

08.30.26
1581/1826

August is topping July and will close out as the best month yet. Still farther to go to reach the 3x I've been aiming for, but I now know exactly what I need to do to get there. All it will take now is me putting in the time and work. This niche is mine.

Took a trip to China again last week. Been climbing a bunch recently too.

[DAN KOE @thedankoe]

Friendly reminder that you choose your reactions. You don't have to go into a fit of rage when an idiot cuts you off in traffic. You could laugh instead, and if you choose to react that way consistently enough, the quality of your life goes through the roof.

[Guy Yup @guyyupp]

08.06.26
1557/1826

Closed July out with solid monthly numbers. Performance is on the up and up. My goals from here are nearly a 3x, but the real important thing is to just guaruntee that each month is better than the last. As long as that happens all things will come in due time.

The jiu jitsu market has no idea about the takeover that is commencing.

[Guy Yup @guyyupp]

@AffIuent bro quit tweeting about it and just send me the money

[Guy Yup @guyyupp]

黄昏
海原
絶頂
刹那的
切磋琢��
試行錯誤
喜怒哀楽

[Guy Yup @guyyupp]

07.24.26
1544/1826

Sales performance this month was good. Mostly everything was on preorder so CVR and overall margin was down from last month, but now that I have proper inventory forcasting in place that shouldn't be a problem in the coming months. As long as I stay on top of that, continue releasing drops on time, and keep testing designs and creatives I will be on track to break previous brand records. All there is to do right now is stick to the plan and continue putting in the work each day. If I do that the results are inevitable.

Extremely bullish on the brand right now, super stoked for what is to come. I will take over the entire jiu jitsu market, it is mine.

[Guy Yup @guyyupp]

07.13.26
1533/1826

was the correct title for this entry

[Guy Yup @guyyupp]

07.07.26
1527/1826

Got the Guard V2 Drop out and it did well. I've got my work cut out for me for the rest of the year really, not anything special or unique I gotta do, just rinse and repeat, keep improving with each drop, and prioritize speed.

Yesterday I cleared out a few more of the lower level climbs in my gym, and then got a new v3 that I wasn't able to last time. Also went surfing 4 times this last week.

[Guy Yup @guyyupp]

07.07.26
1527/1826

Instead of waiting for the second photographer I decided to just prioritize speed and release the collection. Speed is more important than anything. The goal for the rest of the year is just to get as much put out there as possible. Make as many moves as possible. Make a lot of mistakes and figure out what works, no delaying. Fortune favors the bold. I've got the next collection releasing here in 3.5 days.

Went to my first 夏祭り the other day and it reminded me somewhat of the Summer Fair in my hometown I used to go to every year, minus the rodeo lmao. Been climbing a bunch lately too. I've found that even on days when I could go surf I've ended up going climbing instead which is weird considering how much I love surfing. I guess it just means I am really enjoying climbing too so I'm glad I've found another physical activity like this I like. The attached video was my first V3 I've done from a few days ago. I haven't gone surfing in over 2 weeks now, I'll have to go this evening after working.

The homies pulled through to Japan on their way back to the US from their China trip. Good to link with them again and go bullshit in Tokyo. Been playing the DS but found a Gameboy SP and Pokemon Fire Red and Sapphire at a store and decided to cop those too. Something so nice about the old nostalgic games, and the console that can only run the inserted game and nothing else.

[Guy Yup @guyyupp]

Happy Birthday America

[Guy Yup @guyyupp]

06.29.26
1519/1826

Idk how many times I have to experience this same bullshit before I finally learn my lesson lmao. There are always delays and business always moves slower than expected, so get shit done well in advance. First photographer shot the content yesterday, and now it will be sent to the second one, but he can't shoot it for another 2 weeks. Because I am an idiot and delayed the production of this collection months back, I have this big gap between my last drop and this upcoming one. I've already taken the steps to prevent this happening again, the next 2 collections are in production, and the 2 after that are designed and will be put into production soon, but I need to stay consistent with this otherwise I will just continue having big gaps between my drops and slowing my own growth. I am the only one to blame for this. At least the restocks are doing well and I have things coming back to continue growth and tide customers over until the next new drop releases.

Been extremely happy lately. I have a lot to be grateful for right now. It was great but I am glad I decided to wrap up the China arc when I did and head over here. I've been back in Japan for a little over a month now, and this time I came to a completely new part of the country. I only knew one person here when I moved, and it's only been a month now but it feels like I have already lived here for a long time. From the start I really made an effort to go out and meet a lot of different people, and it has worked out very well for me. I've made friends and found communities in many different hobbies and areas and I have a lot of different things to enjoy around me.

I think a large component to that has been my Japanese level this time around. While a big portion of it is the area I am in and how well the people and activities that are here match with my own lifestyle, I know none of it would have gone this well if my Japanese wasn't to the point it is right now. Had I come to this same place two years ago I am sure my experience would have been completely different. Many of the opportunities I am getting now wouldn't have been available to me back then due to my language proficiency, or lack thereof. While I've been studying essentially every day now for the last 4 years, the payoff has been exponential, and the difference between year 3 and 4 is rediculous when compared to the difference between year 1 and 2. And it's not just like knowing more vocab or grammar, but the way and speed that my brain processes the stuff I already knew. Communication is so much smoother and easier because my listening, reading, and speaking are so much more natural and automatic. Since the beginning I've seen this as a lifelong journey, and knew that it would take at least 8-10 years to even potentially get near the level I desired when I started, so to already be at the point I am while only 4 years in is super exciting, because I know that by the time I do reach 8-10 years I will likely be even better than I was hoping.

Got gifted a DS Lite from a friend this week. It's the same one I used to have and play all the time as a kid but in white instead of black. When I was young I played Pokemon Pearl and Platinum on DS with my friends, and also the older games on emulators. This time around I wanted to have the same nastolgiac experience, so instead of replaying an old game I decided to buy a newer generation, and since I don't know any of the pokemon in it and I'm intentionally not googling or watching any youtube on it it feels like I'm playing it as a kid again.

[Guy Yup @guyyupp]

06.23.26
1513/1826

Photographer got the drop package today. Will be getting all the content asap and then releasing this drop. The next 2 drops after are in production. Got a big back log of designs already made and ready for future drops as well. Content pipeline has been constructed. There is a lot to improve but it is coming together nicely. There is a lot of potential here. Boutta take over the entire Jiu Jitsu market.

Had an amazing day yesterday, have a lot to enjoy and be excited about here. A lot of work to be done this year. Been enjoying climbing a lot especially with the waves being quite flat lately. Went to Okinawa for the first time for my friends' wedding last weekend as well.

[Guy Yup @guyyupp]

06.15.26
1505/1826

Restocks dropped and life has been pumped back into the brand. Turns out the next drop's bulks weren't ready yet, they finished yesterday and will be sent out to the photographer today. Got the 2 bulks after that in pre production, selecting order quantities and placing those today. A lot of work to be done with the brand right now and over the coming months.

Still really enjoying Chigasaki right now, meeting more people and getting a bit more settled in and finding a community.

[Guy Yup @guyyupp]

06.08.26
1498/1826

Been having a great time here in Chigasaki. I'm liking this town quite a bit more than I expected. Even found a community center right by my gym that has a music room with a grand piano that I can rent for pretty cheap, so I can continue playing piano as well. On days where there are no waves for surfing I still have things like climbing and piano now that I can do after work.

In order to integrate into the community and find a friend group here I've been making an effort to just go up and talk to lots of strangers. Most lead to nothing, but as a result of one of them this week I made a friend that's my same age and also really into surfing. Super cool dude, we went surfing together and I also met some of his other friends around our age.

It's definitely weird, especially nowadays, to just go up and talk to random people and invite them to do stuff, but as someone in a totally new environment with zero connections you really have no other choice. Also, you never know where that one conversation could lead you. That one person you talk to could end up being your best friend.
The hardest part is always that first connection. Once you have that though it's like a giant web. You meet that persons friend, who invites you to some event, where you meet some other person, who introduces you to another person, etc etc.
All of those connections and future relationships are sitting behind that one akward interaction with a stranger.

Restocks going live either today or tomorrow, next drop being sent out to photographer tomorrow, next drops' bulk orders being placed today or tomorrow, UGC samples being sent out today.

[Guy Yup @guyyupp]

@calebsloop no you

[Guy Yup @guyyupp]

05.11.26
1470/1826

Got the second street drop out and performance is about as abysmal as the first one, as expected. Got one more drop I produced at the same time as those two that I'm just rushing to get out and released, and then I'll be through it and on to our new stuff. Already got the bulks ordered for the new drop, that one I expect to perform a lot better than these.

Also got a handful of other bulk orders placed and in production which will be used for some things I am currently cooking up.

Kits for the event I am sponsoring finished today and will be sending out to them soon, then I'll be doing the announcement with them, stoked for that too.

Less than two weeks left here in China then I am back to Japan, got my place figured out and lined up over there as well.

Just finished my 9th book yesterday, 誰が勇者を殺したか. Read this one in physical form as well, reading speed and comfort just continues to improve so it is only becoming more and more enjoyable. The story itself was really well written too.

[Guy Yup @guyyupp]

@calebsloop this is beautiful