Today we’d like to introduce you to Yuji Yasuda.
Hi Yuji, so excited to have you with us today. What can you tell us about your story?
During my senior year of high school, I entered a backpack design competition hosted by Herschel Supply Co, Pensole Lewis College of Business and Design, and the National Art Educators Association. I put everything into creating a design that felt personal yet practical, and to my surprise, I ended up winning. The prize included a $10,000 scholarship and a trip to Herschel Supply Co’s headquarters in Vancouver, where I got to see a sample of my backpack brought to life. Watching something I designed go from idea to reality was an unforgettable experience and made me realize that I wanted to pursue design as a career.
What made it even more exciting was the response from my peers—many of them said they’d buy my backpack if it ever hit the market. That was all the motivation I needed to take the next step. I found overseas manufacturers, created tech packs, worked through multiple sample revisions, and used social media to promote the launch. Eventually, I sold all 400 units of my “Cargo Backpack”, completely selling out.
While I was proud of what I accomplished, I knew it wasn’t perfect. Over the past year, I’ve been using the backpack myself and gathering feedback from customers to address its flaws. That process led to the Cargo Backpack V2: a perfected version of an already successful Cargo Backpack with higher quality materials/hardware, and minor design fixes to create the perfect user experience.
We all face challenges, but looking back would you describe it as a relatively smooth road?
The journey has been anything but smooth, and there were moments when I seriously considered giving up. At times, I faced the risk of going tens of thousands of dollars into debt, which led to a lot of self-doubt and internal struggle. What kept me going, though, was the incredible support from my customers.
So many people took the time to congratulate me on what I’d accomplished and to tell me how much they loved my design. Those interactions gave me the encouragement I needed during the toughest moments and reminded me why I started this journey in the first place. I wouldn’t be where I am today without their support, and I’m deeply grateful for it.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
In addition to my brand, Yuji Yasuda Co, I stay busy with a wide range of creative freelance work. What I pride myself on most is my versatility—I’ve worked on everything from graphic design and set design to industrial design, fashion design, videography, logo design, and 3D animation. No matter the medium, I always aim to tell a compelling story through my work.
Freelance projects have also led to some incredible connections. Many of my close friends, including Raj from Guppy’s (who referred me for this interview!), are people I’ve met through creative work. I also have a separate Instagram account, @yujithecreator, that I treat as my creative outlet to show off my work.
For me, pursuing personal projects is key—it helps remind me why I fell in love with creativity in the first place and keeps the spark alive.
Can you share something surprising about yourself?
Something surprising that most people might not know about me is that I’m actually quite shy. My work often pushes me to put myself out there, and I’ve had to force myself to do so. In a way, my work has acted like exposure therapy, helping me overcome my shyness and anxiety. Looking back, I’m really glad I pushed myself—it’s led to so many positive experiences and opportunities in my life.
Pricing:
- Cargo Backpack V2, $120 Free Shipping
- Freelance Creative Work, Varies
Contact Info:
- Website: yujiyasuda.com
- Instagram: https://www.instagram.com/yujiyasudaco/
- Youtube: https://www.youtube.com/@YujiYasudaco
- Other: https://www.yujiyasuda.design/
