There is a certain stillness in Tottori that feels almost intentional – as though the landscape itself is complicit in preserving something rare. It is here, far removed from the urban churn of megacity Tokyo, that Onitsuka Tiger has chosen to anchor its future. The Onitsuka Innovative Factory (OIF) is a manifesto that quietly resists the velocity of modern and fast-moving fashion.
Walking through the OIF during its opening in January, what struck me was the symbiotic synergy between artisanal handmade craftsmanship and technology. In an industry increasingly driven by automation and algorithmic efficiency, Onitsuka Tiger is making a counterintuitive bet: that the future of luxury lies in the intangible.
“For a luxury brand, craftsmanship is an element that cannot be replaced by AI or quantified by data,” says Head of Onitsuka Tiger, Ryoji Shoda.
The OIF, positioned as the brand’s “mother factory” is emblematic of this philosophy and sets the standards for what’s next to come. Techniques developed here set the precedence across global production lines, ensuring that even as the brand expands, its essence remains intact. This is a nuanced approach to growth.
Yet to frame Onitsuka Tiger purely within the confines of craftsmanship would be reductive. What Shoda is proposing is far more ambitious: a recalibration of the brand into what he terms a “luxury lifestyle brand.” The brand is not leaving its sporting heritage behind but reframing it through a multi-sensory lens. In his words: “We are expanding beyond apparel and accessories into realms that appeal to all five senses – such as art, music, and fragrance.”
It is here that Onitsuka Tiger begins to diverge meaningfully from its contemporaries. While many heritage brands lean heavily on nostalgia, Onitsuka Tiger appears more interested in taking its archival DNA and reinterpreting it for a consumer who is increasingly experience-driven. The fusion of sport and fashion remains central, but it is now layered with cultural and sensory dimensions that extend beyond the product itself.
The expansion into new segments is another way for the brand to disrupt the market. And the notion of being disruptive isn’t something that should be perceived negatively; instead a move that propels the brand forward. In many ways, the OIF is both a beginning and a safeguard.
Onitsuka Tiger’s approach feels refreshingly introspective too. Whether this measured, sensory-driven strategy will resonate globally remains to be seen – but for now, in the quiet prefecture of Tottori, the brand is crafting something far more enduring than trend.
We speak to Head of Onitsuka Tiger Company, Ryoji Shoda on the introduction of Onitsuka Innovative Factory, the vision of the brand forward as well as the future of the business as it enters a new phase of consumerism and evolving global demand for innovation, craftsmanship, and cultural relevance.
LSA: The Onitsuka Innovative factory plays a pivotal role for the brand. Beyond production, it carries with it craftsmanship, innovation as well as significant heritage and historical values. In your own words, could you share with us the importance of this facility and what it represents for the brand?
Ryoji Shoda (RS): For a luxury brand, craftsmanship is an element that cannot be replaced by AI or quantified by data. At this factory, skills and sensibilities are passed down from person to person, hand to hand, and generation to generation. As a key hub that embodies our pride as a Japanese brand, possessing a facility of such world-class caliber directly enhances our overall brand value.
It is deeply significant for us to have our own dedicated factory in Japan to ensure that the meticulous finishing and refined, quiet aesthetic inherent in Japanese culture are reflected in our products. Rather than focusing on mass production, we position OIF as our “mother factory,” where techniques are standardised and shared across all production sites globally, thereby elevating the quality of all Onitsuka Tiger products.
LSA: What are some of the most iconic innovations that have been created and developed here?
RS: We are expanding our leather goods categories, starting with bags, and will continue to broaden our range of meticulously crafted products rooted in our shoemaking expertise.
At the same time, we are integrating cutting-edge design from our Milan Design Center with advanced technology from the Institute of Sport Science (ISS) into both development and production processes.
LSA: Consumer behaviour has evolved significantly over the past decade. How has this influenced Onitsuka Tiger’s design approach?
RS: While consumer behavior continues to change rapidly, our approach has always been to offer styles that meet diverse needs without being overly influenced by trends. This remains a core part of our strategy.
As a luxury lifestyle brand, we are also expanding beyond apparel and accessories into experiences that engage all five senses – allowing customers not just to wear Onitsuka Tiger, but to feel it fully.
LSA: How does Onitsuka Tiger maintain global appeal beyond Japanese craftsmanship?
RS: Our appeal lies in the fusion of sports and fashion – something unique to Onitsuka Tiger. We take our sporting heritage and Japanese aesthetics and translate them into designs that resonate with the modern era.
I believe our customers have developed a deep understanding of this unique fashion perspective and appreciate this point of view that we uphold at Onitsuka Tiger.
LSA: On top of collaborating with brands like PATOU or ASTROBOY in the past, collaborations also exist within the Onitsuka Tiger family — between artisans, designers and more. What role does collaboration play in the brand’s strategy?
RS: For us, collaboration is not primarily about driving sales, but about enhancing the value of both brands involved. By staying true to this principle, we can create new value for our customers while embodying our motto, “Discover the Difference.”
LSA: What have been the key highlights of your tenure, and what excites you most about the future?
RS: The opening of our Omotesando global flagship store was a major milestone, marking our shift from a wholesale-led model to a direct-to-consumer approach.
Looking ahead, I am most excited about expanding into new sensory realms – art, music, and fragrance – creating a world where people can truly experience Onitsuka Tiger with all their senses.
(All images by Onitsuka Tiger)
Note : The information in this article is accurate as of the date of publication.