Onitsuka Tiger Omotesando Yellow Concept Store

A Fusion of Japanese Aesthetics and Italian Architecture

The “YELLOW CONCEPT STORE” embodies the concept of Onitsuka Tiger’s expanding “Yellow Collection,” which spans fashion, art, fragrance, and more. The store was designed under the direction of Milan-based architecture firm Studio Dini Cataldi, with elements inspired by traditional Japanese architecture. These include a façade reminiscent of bamboo blinds and louvered panels that diffuse light like shoji paper screens. The interior features a yellow and gray color scheme, and some fixtures are handcrafted by artisans, creating a minimalistic yet warm atmosphere.

The Basement Floor Highlights the Runway Collection

The first basement floor will mainly display the runway collection of the "YELLOW COLLECTION," which is presented at Milan Fashion Week, including sneakers with heels and loafers. In addition, original fragrances perfumed in Provence, southern France, will be wafting through the space, giving visitors a sense of the brand's world view not only visually but also through their sense of smell. Four types of fragrances will be available from this fall.

"DENIVITA" and “Astro Boy” Collab Items on the First and Second Floors

The first floor features the “DENIVITA” collection, centered on Japanese-made denim, along with limited-edition collaboration items with “Astro Boy.” The second floor is dedicated mainly to shoes from the “Yellow Collection.” These floors also draw inspiration from 1980s Italian “Paninari” culture—a youth movement fascinated by American fashion. The result is a style that feels both nostalgic and fresh. The lineup includes jackets, pants, caps, and socks, all designed with structured and refined aesthetics. The “DENIVITA” line stands out as a symbol of the brand’s evolution, positioned between luxury and streetwear. Exclusive items featuring Astro Boy graphics—such as T-shirts and caps—are also available, offering playful design details.
Of particular note is the "DENIVITA" line, which focuses on Japanese denim. This line is positioned between luxury and street fashion, and symbolizes the evolution of the brand. In addition, the "Astro Boy" collaboration items are also available on this floor, including T-shirts, caps, and other limited-edition designs featuring Astro Boy graphics.

Explore Onitsuka Tiger’s History Through Its Signature Stripes

The third and top floor presents the “RED COLLECTION,” which reinterprets iconic archive styles in a contemporary manner. This space offers a panoramic view of the brand’s history—from classics like the “MEXICO 66” and “DENTIGRE LS,” to driving shoes and revived archival models. Footwear is carefully displayed in a layout reminiscent of a “tokonoma” alcove in a Japanese tea room, transforming the shoes from objects to wear into items to appreciate visually.