Old-School Kicks, New Age Appeal: How Onitsuka Tiger Captures Gen Z
The 76-year-old Japanese sneaker brand Onitsuka Tiger is making a major comeback by winning the hearts of Gen Z—thanks to a blend of vintage style, social-media buzz and savvy global travel.
In a marketplace hungry for authenticity and nostalgia, Onitsuka Tiger has emerged as a stylish surprise for younger consumers. The brand’s thin-soled, low-profile sneakers—like the Mexico 66 and Tokuten models—are enjoying a surge in popularity. This uptick is driven by global tourism to Japan, where a weak yen makes the shoes feel like a deal, while social influencers film their visits and post about the brand’s heritage.
Beyond travel and pricing advantages, Onitsuka Tiger’s revival is anchored in broader cultural trends. The brand’s vintage aesthetic aligns perfectly with Gen Z’s appetite for Y2K style and understated luxury, offering a non-ubiquitous alternative to mainstream sneaker giants. The shoes’ presence in high-fashion contexts—such as the brand’s upcoming collaboration with Versace and a presentation at Milan Fashion Week—signals its ascension into more elevated territory. Read more here!
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