Onitsuka Tiger enters the world of perfume

Anyone who has been to Japan recently will have seen the signs – crowds pouring out of Onitsuka Tiger stores, tourists clutching the shoe brand’s black and red shopping bags, and groups of friends all wearing matching Mexican 66s. In this atmosphere, Onitsuka Tiger’s obsession enters a new category: fragrance. Back in July, the company announced First perfume collection Set to be released on November 28, the fragrance comes in four scents simply named “One”, “Two”, “Three” and “Four”, all housed in simple bottle designs.

The fragrances were developed by perfumer Mark Buxton, known for his work with designer brands such as Comme des Garçons and Paco Rabanne, as well as niche brands such as Le Labo and House of Sillage. Dubbed the “Yellow Series,” the collection is designed to “embody a quiet glow” that symbolizes the “aesthetics of contrast” that Onitsuka Tiger cherishes. The fragrance itself will be made in Grasse, France’s famous perfume-producing region.

The legend behind the Onitsuka hype

Part of what makes this launch interesting is the brand behind it. The brand was founded by Kihachiro Onitsuka in 1949 as Onitsuka Co. Ltd. The early sneakers produced by the brand inspired Phil Knight, who later founded Nike. Culturally, it was also surprisingly influential. Bruce Lee famously wore Onitsuka sneakers, and the black and yellow pair later appeared on Uma Thurman. Kill Bill: Volume 1 (2003). Although the brand changed its name to ASICS in 1977, the Onitsuka name gained a second life in 2002 when ASICS launched Onitsuka Tiger, positioning it as a fashion brand rather than just a sports equipment brand.

Today, that history comfortably lags behind the current wave of popularity. Onitsuka Tiger somehow manages to feel nostalgic, fashion-forward, and approachable all at the same time. This explains why the stores are always packed with sneakerheads, tourists and all kinds of casual shoe aficionados who want something classic, stylish and versatile.

A timely debut amid the perfume craze

All of which leads to a bigger question: Why perfume, and why now? Simply put, the global fragrance industry is booming, and younger consumers, especially Generation Z, are driving this growth. according to ReutersApproximately 38% of total fragrance spending within six months was attributed to households with members of Generation Z. Gen Z uses fragrance the same way previous generations wore jewelry; people buy bottles the same way they buy sneakers—collect, display, layer, compare.

Even if part of the appeal is opportunistic, the move is arguably logical. By launching a fragrance line now, Onitsuka Tiger appears to be capitalizing on two converging trends: a new wave of hype for its own brand, and a surge in global fragrance consumption. On the positive side, this can expand the brand’s reach and provide fans with a new form of personal expression beyond footwear. On the other hand, some may view it as simple trend chasing or a strategy game for quick profits.

The fragrance is priced at 22,000 yen (tax included) (approximately $140) for a 100 ml eau de toilette, which is in a relatively reasonable price range for a Grasse production. Onitsuka Tiger clearly foresees strong demand: the Japanese store website limits customers to one bottle of each fragrance, suggesting the brand expects the hype to carry over to fragrance.

Still, the fragrances have only just launched in select Onitsuka stores on November 28, and the jury is still out – whether they’re future hits or just hype accessories remains to be seen.

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Updated on November 28, 2025