The competition for streetwear dominance in Milan continues to heat up, and Onitsuka Tiger is the latest brand to go all in.
The hot Japanese player, which is spinning off from parent company Asics early next year, opened a flagship in the busy Piazza Liberty, near the Duomo and steps away from the Apple store. Onitsuka Tiger inaugurated the new location on Tuesday night during Milan Fashion Week.
It’s hard to miss the bright store when walking through Piazza Liberty. The two-story store, designed by local architects Filippo Dini and Gianluca Cataldi, is centered around the brand’s yellow concept and merges Italian and Japanese aesthetics. The location spans the ground floor, a mezzanine space and the first floor — all of which showcase distinct collections from its signature denim to runway pieces to sneakers, the bread-and-butter of the business.
The yellow branding is prominent throughout the location. The ground floor combines yellow marble with dark terrazzo flooring. The mezzanine, dedicated to the brand’s signature Nippon Made series, offers a more intimate setting, with the focus on craftsmanship and attention to detail, like the custom lace station.
And the first floor is ...