Onitsuka Tiger roars into Siam Center
Onitsuka Tiger has now opened its biggest store in Southeast Asia at Siam Center in downtown Bangkok and has stocked it with all its signature collections as well as the perennial and popular footwear, accessories, apparel for men, women and kids.
Kihachiro Onitsuka started the brand back in 1949 based on the idea that sport had the power to transform lives. He wasn’t wrong and the brand’s rich heritage and top Japanese craftsmanship have continued to lift athletic wear on to the fashion and lifestyle scene.
Onitsuka Tiger’s 2018 collection global campaign kicked off with the debut of the Mexico 66 SD. While it retains some of the elements of the classic Mexico 66 in terms of thin sole, stripes, and iconic heel flap, the new model uses a new last for a slimmer, more modern silhouette. The sole in particular has been improved for better performance by combining multiple materials. The toe and heel portions are made of cushioning material fuzeGEL, developed by the ASICS Institute of Sport Science, with a precise placement of the gel along the midsole to improve cushioning and resilience. Cushioning and fit are also better, with the addition of OrthoLite that offers excellent resilience in the insole.
With a retail space of 237 square meters, the pride of new store is the exclusive Nippon Made collection. The basic components of the shoes are first assembled, after which the leather making up the upper is washed and processed in hot water. The footwear is then carefully squeezed and dried, leaving the shoes with a wrinkly, vintage look when dry. Every step is skilfully executed by hand and no two pairs of shoes are alike.
The artisanship of the Japanese brand extends to the store interior that is accented by Sumi mortar, a distinctly unique material that has the texture of wood, amplifying the store’s intricate yet edgy look. A complex eight-step process goes into the formulation, which uses ingredients such as Asagi Tsuchi, a special type of Japanese soil used to prevent cracking, and Sumi paint (water, Sumi ink and acrylic emulsion).
