MRO Magazine

Onitsuka Tiger(R) To Debut Capsule Collection In Collaboration With Japanese Textile Brand Makumo


June 11, 2015
By PRN NewsWire

IRVINE, Calif., June 11, 2015 /PRNewswire/ — Lifestyle brand Onitsuka Tiger(R) announced today that it has partnered with Japanese textile brand Makumo on a first-of-its-kind collaboration that will feature a capsule collection of three shoes to be released this summer with options for both men and women.

https://photos.prnewswire.com/prnvar/20150611/222497

Makumo is owned and mostly operated out of the home of Miki Fukuyama and her husband, chef Tomo Araki. The two started their family business, Makumo, in Itoshima, Japan. Fukuyama designs and Araki hand prints the textiles, implementing Fukuyama’s incredibly exclusive prints onto the finest Japanese loomed canvases from Kurashiki.

The first Makumo pattern to debut on Onitsuka Tiger(R) footwear, dubbed “Natto”, launches Saturday, June 13 for $110 retail. The drop will feature the brand’s iconic Mexico 66(R) silhouette. Each Makumo textile design has a distinct story, and the initial Natto print resembles a traditional fermented bean, which represents the idea that the power of fermentation is inspiring and transformational.

“We are very excited about our collaboration with Makumo, which is a first for the Onitsuka Tiger(R) brand,” said Mike Jensen, Director of Lifestyle, ASICS America Corporation. “Style and design are everything to our Onitsuka Tiger(R) customer and we know they will appreciate Makumo’s unique, beautifully handmade textiles. This is a true representation of Japanese craftsmanship, and there is nothing else like it available on the market.”

Like Onitsuka Tiger(R), Makumo is inspired by traditional Japanese culture and focuses on ensuring top quality through craftsmanship. The partnership between Onitsuka Tiger(R) and Makumo is unique for both companies, as Makumo’s textiles have never been printed on shoes, and Onitsuka Tiger(R) has never adapted homemade textiles onto its products.

“I never imagined our textiles could be used to craft shoes, but when I held them in my hands I thought, ‘Wow, it’s amazing,'” said Fukuyama. “I was so impressed with the ability of the Onitsuka Tiger(R) designer to select the perfect prints for the right silhouettes.”

The second shoe of the Onitsuka Tiger(R) x Makumo collection features the “Tora,” the Japanese word for tiger, on the Badminton 68(TM) model. The Tora textile was manufactured (but still hand printed) at Bamba Dye House in Kyoto, Japan. The dye house has a rich history spanning over 100 years. The shoe will be available late July and retails for $100.

The third shoe of the collection is the “Karamari,” featured again on the Mexico 66(R) model. The design motif resembles cells and membranes in a way that is meant to show an environment full of life and energy with unique characters all connected. The Onitsuka Tiger(R) x Makumo “Karamari” shoe will also be available late July and retails for $110.

As part of the launch, Onitsuka Tiger(R) also will release a limited edition handmade tote which displays all of the Makumo patterns to be featured on Onitsuka Tiger(R) footwear this summer. The totes are extremely limited and will be sold exclusively on OnitsukaTiger.com for $100 retail.

To find out more about the collection, learn about the making of the shoes, and hear from the designer, Onitsuka Tiger(R) has crafted a series of videos that will coincide with the drop of each shoe. To preview the first video, click here.

To learn more about Onitsuka Tiger(R), please visit: www.onitsukatiger.com.

Onitsuka Tiger, the forerunner of ASICS, was born in 1949.The brand began with Kihachiro Onitsuka’s commitment to promote youth health through sport. Since then, Onitsuka Tiger became synonymous with premium performance in sport. The legend lives on today as a lifestyle brand in the fusion of Japanese heritage and modern flair.With designs ranging from updated classic silhouettes to new styles and collaborations with like-minded artists and cultural connoisseurs, the spirit of Japan resonates in each new collection of Onitsuka Tiger shoes, apparel and accessories. Visit www.onitsukatiger.com for more information.

The stripe design featured on the sides of Onitsuka Tiger shoes is a trademark of ASICS Corporation and is a registered trademark in most countries of the world.(C) 2015 ASICS America Corporation. All rights reserved.

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Photo – http://photos.prnewswire.com/prnh/20150611/222497Photo – http://photos.prnewswire.com/prnh/20150611/222498

To view the original version on PR Newswire, visit:http://www.prnewswire.com/news-releases/onitsuka-tiger-to-debut-capsule-collection-in-collaboration-with-japanese-textile-brand-makumo-300097901.html

Photo: https://photos.prnewswire.com/prnh/20150611/222497https://photos.prnewswire.com/prnh/20150611/222498Onitsuka Tiger

CONTACT: Amber Middleton, 949.255.6475 ext 7510, Amber.middleton@asics.com

Web site: http://www.onitsukatiger.com/