Onitsuka Tiger’s latest collaboration with Astro Boy is the latest example of a long, fascinating history of brands collaborating with pop culture.
How does one of the oldest Japanese streetwear brands evolve with the ever-changing sensibilities of the world? They adapt — taking apart the things that have worked and establishes new ideas despite their age. Prior to the arrival of creative director Andrea Pompilio, the brand’s evolution was swift and simple. Now, its taking on paths that has expanded the brand so vastly that it defies categorisation. Perhaps also fulled by its resurgence on TikTok, all thanks to a series of paparazzi images where Bella Hadid was seen sporting its evergreen MEXICO 66, the latest for the well-oiled legacy brand includes a collaboration with Astro Boy as part of the festivities to celebrate its 75th anniversary.
Through a capsule lineup consisting of just 43 items, the manga character’s takeover of the brand is clearly more than just a nod to heritage, but an inclination for the polarised. It starts from its beginnings: the brand started in Onitsuka Shokai where it founded by Kihachiro Onitsuka in 1949. Likewise, Astro Boy occupies the same origin story with its introduction in 1951, just 2 years later, by its creator Tezuka Osamu — back then when the character was known as Mighty Atom, or Tetsuwan Atomu.
With just 25 more years before they turn 100, the collaboration is a turning point for the brand. As the global awareness, and perhaps desire, for a crossover of anything possible to instil a sense of newness, it arrives at a perfect time. It consists largely of unisex options; comprised of shirts, track suits, skirts, and pants, as well as body bags, hats, and the MEXICO 66TM SD and DENTIGRETM PUFF BOOT footwear. All items in this collection also come delivered in an original packaging: a shopping bag and box decorated with Astro Boy. 
This creative collaboration is not a new way of working for the brand. Instead, they are just one of the many examples of how it might pivot as times change. The capsule was made available at the Ginza pop-up store and on onitsukatiger.com in Japan from Tuesday, 12th December as a global first release. An event was accompanied for the reveal, with K-Pop idol Seulgi in attendance, alongside singer/songwriter Conan Gray and Thailand’s Gulf Kanawut amongst others.
It also made it way to selected Onitsuka Tiger stores in Japan on Saturday, 16th December. For the rest of the world, the collection will be available sequentially in 12 countries from January 2024. Already in anticipation: an Astro Boy pop-up store opening in Samaritaine Paris Pont-Neuf on Tuesday, January 16, 2024 during the men’s Fall/Winter 2024 fashion week.
Onitsuka Tiger Paris Pop-up Store
Period: Tuesday, January 16, 2024 to Wednesday, February 14, 2024
Opening hours: 10:00 – 20:00
Address: Samaritaine Paris Pont-Neuf, 77-81 rue de Rivoli 75001 Paris, France
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