Onitsuka Tiger Is Stepping Into the World of Fragrance

Anyone who has been in Japan recently will have seen the signs — crowds spilling out of Onitsuka Tiger shops, tourists clinging to the shoe brand’s black-and-red shopping bags and entire friend groups wearing matching Mexico 66s. In this atmosphere of Onitsuka Tiger obsession enters a new category: fragrance. Back in July, the company announced its first-ever perfume collection that was set to be released on November 28, with a total of four scents simply titled One, Two, Three and Four, all with minimal bottle design.

The fragrances were developed by perfumer Mark Buxton, known for his work with designer brands like Comme des Garçons and Paco Rabanne as well as niche houses like Le Labo and House of Sillage. The collection, known as the “Yellow Collection,” was designed to “embody a quiet radiance” and symbolize “the aesthetic of contrast” cherished at Onitsuka Tiger. The scent itself would be crafted in the famed perfume region of Grasse, France.

The Legend Behind the Onitsuka Hype

Part of what makes this launch interesting is the brand behind it. Founded in 1949 by Kihachiro Onitsuka as Onitsuka Co. Ltd, the brand produced the early trainers that inspired none other than Phil Knight — the man who would go on to build Nike. Culturally, too, it has a surprising amount of reach. Bruce Lee famously wore Onitsuka trainers, and that black-and-yellow pairing later reappeared on Uma Thurman in Kill Bill: Volume 1 (2003). While the brand took up the name ASICS in 1977, the Onitsuka name would enjoy a second life in 2002 when ASICS launched Onitsuka Tiger as a fashion-driven label rather than just for athletic gear.

Today, this history sits comfortably behind its current wave of popularity. Onitsuka Tiger somehow manages to feel nostalgic, fashion-forward and accessible all at once. Which explains why the shops keep filling up with sneakerheads, tourists and all kinds of casual fans who want something classic, trendy and versatile.

A Well-Timed Debut Amidst the Perfume Boom

All of this leads to the bigger question: why perfume, and why now? The short answer is that the global perfume industry is booming — and younger consumers, especially Gen Z, are driving the surge. According to Reuters, about 38% of total fragrance spending in a six-month period was attributed to households with a Gen Z member. Gen Z wears perfume the way previous generations wore jewellery; and people are buying bottles the way they buy sneakers — to collect, to show, to layer, to compare.

Even if part of the appeal is opportunistic, the move is arguably logical. By launching a perfume line now, Onitsuka Tiger seems to be tapping into two converging trends: its own renewed brand hype, and a global surge in perfume consumption. On the positive side, this could broaden the brand’s reach and offer fans a new mode of personal expression beyond footwear. On the other hand, some might view it as simply trend-chasing or a strategic play for quick profit.

At 22,000 Yen (tax included) — roughly 140 US Dollars — the perfume arrives as a 100ml eau de parfum and sits at a relatively reasonable price range for its Grasse production. Onitsuka Tiger is clearly anticipating strong demand: the Japanese store site limits customers to one bottle per scent, suggesting the brand expects the hype to carry over into fragrance.

Still, the perfumes have only just launched on November 28 at selected Onitsuka stores, and the verdict is yet to come — whether they’re future cult favourites or simply hype accessories remains to be seen.