From Hailey Bieber to Prince William, a multitude of icons are patrons of Onitsuka Tiger, a brand that has aged like fine wine and continues to do so as it celebrates its 75th anniversary this year. Established in 1949 by Kihachiro Onitsuka, the forerunner of ASICS, Onitsuka Tiger has perpetuated the founder’s passion and vision to create a business that could give people dreams and hopes and lead them to their future. The brand’s enduring appeal lies in its ability to seamlessly blend heritage with contemporary style, making it a favourite across generations.
To commemorate 75 years of its captivating legacy, Onitsuka Tiger hosted a grand event in Shibuya, Tokyo, marking a significant milestone in the brand’s storied journey. This celebration not only honoured the past but also spotlighted its ongoing evolution and aspirations toward the forthcoming 100th anniversary. The event, held from August 9 to 25, was a tribute to the brand’s rich history, its influence on global fashion, and its continuous innovation.
ARCHIVAL EXHIBITION
The event’s highlight was an archival photo exhibition that featured 75 distinctive pairs of shoes, each pair a testament to the brand’s rich heritage and innovation. Every shoe on display encapsulated a unique narrative, reflecting Onitsuka Tiger’s influence across different eras and its role in shaping shoe history. The exhibition served as a visual chronicle of Onitsuka Tiger’s enduring impact and creative evolution while offering a glimpse into its future aspirations. This display was not just a look back at history but a celebration of how the brand has continuously evolved while maintaining its core values.
Among the showcased footwear was the iconic Tiger Corsair, a pair that revolutionised its era and played a crucial role in expanding Onitsuka Tiger’s global presence. This pair, along with others that marked significant milestones in the brand’s history, highlighted how Onitsuka Tiger has remained a leader in the industry by combining timeless elegance with cutting-edge design.
TIGER CORSAIR HOMAGE
In addition to the archival exhibition, guests were treated to a captivating short film that showcased Onitsuka Tiger stores across the world. This film utilised cutting-edge full CG, XR technology, and motion capture techniques to create an immersive experience, highlighting the brand’s global reach and its innovative approach to retail. The film, along with a dynamic installation that featured the brand’s latest collection, demonstrated Onitsuka Tiger’s enduring legacy and its forward-thinking approach.
The event also featured five exclusive anniversary items, each crafted to celebrate the brand’s heritage of 75 years. These unique items offered a profound tribute to the brand’s rich bequest, presenting a striking visual narrative of its origins, transformation, and evolution. For the first time, models that reflect the brand’s journey through its initial breakthroughs, challenges, and innovations were reimagined and reinterpreted in a contemporary fashion.
GLOBAL INFLUENCE AND ONGOING LEGACY
The event was graced by international celebrities such as Korean actor Chae Jong-hyeop and renowned Malaysian YouTuber Hakken, who attended the exclusive pre-opening party. Their presence underscored the brand’s global appeal and its influence across different cultures and demographics. Onitsuka Tiger’s ability to resonate with a diverse audience, from fashion-forward celebrities to everyday consumers, is a testament to its universal appeal.
This milestone event served as a fitting tribute to Onitsuka Tiger, a brand that has long been renowned for bridging the gap between timeless elegance and contemporary style. By honouring its past achievements and presenting its latest innovations, the event underscored the brand’s influence and its commitment to blending tradition with today’s trends. As Onitsuka Tiger looks towards its 100th anniversary, it remains steadfast in its mission to inspire and lead in the world of fashion, continually setting new standards in style and innovation.
The event in Tokyo, along with the brand’s ongoing initiatives, reaffirms Onitsuka Tiger’s position as a pioneer in the luxury fashion industry. The brand’s ability to stay relevant and influential over seven decades is a remarkable achievement, one that will undoubtedly continue as it strides confidently into the future.
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