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What started out as reimagining a pair of athletic shoes to help the performance of Japanese athletes in the 1960s has become a leading force in the street style industry. Onitsuka Tiger became one of fashion’s innovators by rallying against trends, disobeying fashion’s outdated rules and constantly pushing ahead. Branching out from athletic shoes was the start, but evolving into a brand that’s tapped into the culture is how we stay ahead. Gender fluidity in fashion , walking the walk and talking the talk with our eco-conscious lines and putting the diversity of Nippon Made Japanese craftmanship at the heart of what we do has helped us inspire – and be inspired by – a generation who make and break their own rules. Keep track of the latest drops across all our collections with our new arrivals. We’re always adding new items to boost your street style – from cool casuals, including sweaters t-shirts, sweaters and hoodies – to a range of accessories that’ll add the finishing touch to your style.