ONITSUKA TIGER UNVEILS PARIS STORE & SCENTS
A Double Debut in the Heart of Paris
Onitsuka Tiger has taken center stage in Paris with a bold double unveiling. First, on July 3, 2025, the Japanese fashion house opened its global store on the Champs-Élysées. At the same time, it launched its first-ever fragrance collection. Together, these milestones mark a powerful new era for the brand. By blending Japanese precision with Parisian elegance, Onitsuka Tiger is pushing its vision beyond fashion and into lifestyle. Moreover, this move highlights the brand’s commitment to innovation and cultural fusion.
Onitsuka Tiger : A Landmark Store for a Global Brand
Right on the iconic Avenue des Champs-Élysées, Onitsuka Tiger’s new flagship is more than a retail space—it’s a statement. Designed by the Milan-based studio STUDIODINICATALDI, the two-story boutique embraces the Yellow Concept, a vibrant design philosophy centered around the brand’s signature Tiger Yellow.
Set within The Travellers Paris, a 19th-century private home, the space contrasts rich heritage with raw modernity. Polished yellow glass meets concrete walls. A bold geometric ceiling floats above soft lighting. Every detail reflects the brand’s duality—heritage and innovation, tradition and future.
A glowing glass installation anchors the space, displaying the brand’s latest collections. Shoppers can browse runway looks, the DENIVITA™ denim line, NIPPON MADE™ designs, footwear, accessories, and a limited-edition MEXICO 66™ NM sneaker made especially for the Paris store.
Café Onitsuka Tiger: A Taste of Japan in Paris
More than just a store, the flagship invites guests to linger. Specifically, Café Onitsuka Tiger, located on the ground floor, offers Japanese-inspired drinks and snacks with a cheeky Parisian twist. Together, it creates an experience for all the senses—fashion, flavor, and ambiance blending into one stylish moment.
Furthermore, according to Ryoji Shoda, Head of Onitsuka Tiger, the new store is “a pivotal moment” for the brand. By fusing a historical building with modern design, Onitsuka Tiger hopes to become part of the Parisian cultural landscape. At the same time, it celebrates its Japanese roots. In this way, the store bridges two rich cultures while looking boldly toward the future.
A Fragrant First: Onitsuka Tiger Enters the World of Perfume
To mark the grand opening, the brand launched its first fragrance collection, “Wearing Quiet Radiance.” Notably, this collection was developed in partnership with legendary perfumer Mark Buxton. Together, the four eau de parfums reflect the brand’s DNA—subtle yet bold, modern yet timeless. Moreover, each scent captures the spirit of Onitsuka Tiger’s unique balance between heritage and innovation.
Crafted in Grasse: The Art of Fragrance
Each scent was created and bottled in Grasse, the perfume capital of the world. Here, local artisans handcraft the blends, honoring centuries-old traditions while applying modern techniques. In addition, the perfumes are bottled in bright yellow flacons that play with light and shadow. This design is a clear nod to Onitsuka Tiger’s signature design language. Overall, the process blends heritage with innovation at every step.
Meet the Four Scents
Onitsuka Tiger presents its first fragrance line—four bold scents blending heritage with modern flair. ONITSUKA TIGER ONE opens with green notes, mint, and jasmine, leaving a fresh yet elegant trail. Meanwhile, ONITSUKA TIGER TWO reveals soft lemon and bergamot, followed by warm incense and musk for a quiet, comforting presence. In contrast, ONITSUKA TIGER THREE combines orange, cardamom, sea notes, and smoky woods, evoking a sensual, forest-like warmth. Finally, ONITSUKA TIGER FOUR starts with crisp peppermint and absinthe, then deepens into vanilla and vetiver for a clean, seductive finish. All four will launch globally in fall 2025.
A Starry Night to Celebrate
To toast this milestone, the brand hosted an intimate dinner led by Michelin-starred chef Ryuji Teshima. Guests enjoyed a custom menu inspired by the new fragrances, turning scent into flavor and experience.
A Cultural Bridge Between East and West
From the heart of Tokyo to the heart of Paris, Onitsuka Tiger continues to evolve while staying true to its core. The new store and fragrance line reflect a brand that dares to expand its universe—step by stylish step.
Whether you’re walking through the immersive Yellow Concept store or catching a trace of their new perfume on the breeze, one thing is clear: Onitsuka Tiger is not just a fashion brand—it’s a way of life.
Want some more ? Take a look at : MATIERE PREMIERE Opens Flagship on Rue Saint-Honoré
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Amélie JOUISON is a fashion photographer and art director.
She likes to question the status of the image as a woman, incorporating a point of humour, burlesque and creating discomfort.
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