New Onitsuka Tiger flagship fuses Tokyo’s pulse with heritage craft
In the heart of Tokyo’s revered Omotesando avenue a boulevard where fashion speaks in architecture and light Onitsuka Tiger has unveiled its latest flagship, and it’s a love letter to modern Japan. The newly opened store, a four-story marvel reborn from a 1975 structure, doesn’t just sell fashion it echoes Tokyo’s soul through design, color, and cultural homage.
Milan-based Studio Dini Cataldi, the creative force behind several of the brand’s stores, was tasked with reimagining the space. The result is a bold, architectural reflection of the city’s urban intensity. From the exterior’s sleek, mirrored façade to the yellow-glass panels meticulously assembled by hand, every corner speaks of high craft and vibrant identity. This isn’t just retail it’s immersion.
Inside, Japanese aesthetics breathe through industrial textures, dynamic lighting, and subtle nods to tradition like Shoji-inspired screens and bamboo motifs. The basement and first two floors buzz with the latest collections, including looks fresh off Milan Fashion Week and the brand’s DENIVITA denim line. Here, Onitsuka Tiger’s iconic yellow doesn’t just pop—it powers the energy of the space, offset by inky black accents and hand-polished finishes that shimmer with movement and light.
The uppermost floor shifts the tempo heritage pieces take the stage, blending archival silhouettes with contemporary twists. It’s a place where past and present find harmony, a reminder that style, like Tokyo itself, thrives in contradiction.
Onitsuka Tiger isn’t just occupying space in Omotesando—it’s honoring it. With craftsmanship at its core and Tokyo’s spirit in every detail, this flagship is more than a store; it’s a tribute to the rhythm of a city always in motion.
Onitsuka Tiger
6-3-9 Jingumae (Harajuku)
Tokyo 150-0001
Telephone: +81 3 6712 5256
Open Daily: 11am–8pm
