The History
of
Onitsuka Tiger
Onitsuka Tiger Brand Revival
Second Stage 2019〜2024
Onitsuka Tiger brand revival
As the high-tech sneaker boom of the 1990s subsided, fashion-forward youth started looking towards vintage, nostalgic sneakers. Recognizing this sea change and encouraged by fans’ calls for a revival, Onitsuka Tiger made its comeback.
This time, it emerged not only as a shoe manufacturer but as a fashion brand offering apparel, accessories, and more. In 2002, the brand introduced its iconic shoe, the MEXICO 66.
The retro-style sneakers were showcased at Pit ti Immagine Uomo, Italy’s top men’s fashion trade show, causing a sensation in Europe and creating a boom that made its way back to Japan.
2019
- Commemorative shoes are released to celebrate the brand’s 70th anniversary.
- 70th anniversary of the brand. OK BASKETBALL MT released, based on the company’s founding pair of mid-top basketball shoes
- A line of leather formal wear is introduced.
- THE ONITSUKA released, a made-in-Japan leather formal wear line
- Collab shoes made with Italian fashion brand Givenchy are released.
- Limited-edition shoes produced in collaboration with Givenchy debuted at the Givenchy 2020 SS fashion show at Pitti Immagine Uomo
- Launch of the “Onitsuka Tiger 70th ANNIVERSARY x 7 DESIGNERS” project to celebrate the brand’s 70th anniversary.
- Collaborations with seven popular designers presented, both from Japan and overseas
A new flagship store, Onitsuka Tiger Shanghai Central Plaza, opens in China.
A new flagship store, Onitsuka Tiger Ngee Ann City, opens in Singapore.
- 2020 Spring Summer
- 2019 Tokyo
- 2019 Spring Summer
- Campaign visual
2020
- Collab shoes made with Italian fashion brand Valentino are released.
- Limited-edition shoes produced in collaboration with Valentino presented as part of Valentino’s Paris Men’s Collection AW
- 2020 Autumn Winter
- Campaign visual
2021
- The world’s largest Onitsuka Tiger flagship store is opened in London.
- The world’s largest Onitsuka Tiger flagship store,ONITSUKA TIGER Regent Street, London Flagship, opened
- 2021 Autumn Winter
- 2021 Milan (Milan Fashion Week)
- In participation at Milan Fashion Week for the first time, presenting 2021 AW collection in film format
- 2022 Spring Summer
- 2021 Milan (Milan Fashion Week)
- 2022 Spring Summer
- Campaign visual
- 2022 Autumn Winter
- Campaign visual
2022
- Onitsuka holds its first physical runway show.
- 2022 AW collection presented and first physical runway show hosted at Milan Fashion Week
- A new line of shoes made from cactus-derived fabrics is introduced.
- MEXICO 66™ CACTFUL™ released, the first shoes to be made from cactus-derived fabrics
- 2023 Spring Summer
- 2022 Milan (Milan Fashion Week)
- 2022 Spring Summer
- Campaign visual
- 2022 Autumn Winter
- Campaign visual
2023
- An elegant women’s collection is launched.
- Launch of OTIGER, a women’s collection offering a new style of effortless, feminine chic
A concept store for the YELLOW COLLECTION is opened in Ginza.
- A red concept store is opened in Ginza.
- Onitsuka Tiger GINZA RED CONCEPT STORE opened to celebrate the brand’s 75th anniversary
- A global collection made in collaboration with Astro Boy is launched.
- Global collaboration with Astro Boy announced as part of the brand’s 75th anniversary project
- 2023 Autumn Winter
- 2023 Milan (Milan Fashion Week)
- 2024 Spring Summer
- 2023 Milan (Milan Fashion Week)
- 2023 Spring Summer
- Campaign visual
- 2023 Autumn Winter
- Campaign visual
2024
- 2024 Autumn Winter
- 2024 Milan (Milan Fashion Week)
- 2024 Spring Summer
- Campaign visual