Onitsuka Tiger’s SS25 collection plays on the frictions and contradictions of youth

Gender-bending and androgynous.

Onitsuka Tiger, the Japanese sports fashion brand renowned for its iconic Kill Bill sneaker, has unveiled its exciting Spring/Summer ’25 collection at Milan Fashion Week this month. The theme of the new yellow collection, Urban Beats, draws inspiration from the opposing aspects of youth and its connection to global urban culture.

Founded in 1949 by Kihachiro Onitsuka, Onitsuka Tiger has been a lasting influence in the fashion world. Originally called Onitsuka Co. Ltd, the brand was initially aimed at Japanese youth. In 1977, the name changed and the brand temporarily disappeared before being relaunched by Asics in the early 2000s. It has since cemented its place in popular streetwear fashion, with the Mexico 66 sneaker gaining global popularity in recent years after being spotted on celebrities like Bella Hadid, Emma Watson, Kaia Gerber and Addison Rae.

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Inspired by the rhythms of city life, Onitsuka Tiger’s SS25 yellow collection blends the energy and pulse of metropolises with the vulnerability and self-expression of youth. Playing with the friction between identity, growth, and belonging, the designs combine youthful edginess with structured silhouettes to capture the ambition, desires, and challenges of young people as they navigate the complex journey into adulthood.

Taking a minimalist approach, the collection also beautifully showcases a gender-bending, androgynous aesthetic. From flowing vintage lingerie to refined tuxedo vests, structured safari jackets, timeless oversized coats, and chunky textured knits, the pieces reinterpret everyday fashion into symbols of evolution.

Pivoting from their signature sneakers, Onitsuka Tiger introduces new footwear shapes on the runway, featuring faux fur clogs, square-toed pumps, wide-soled loafers, and rubberised summer sandals that ground the collection’s looks.

Marking its 75th anniversary, Onitsuka Tiger also collaborated with leading intimates label Wolford to create a capsule collection that debuted at MFW alongside the yellow collection. Featuring skin-to-skin dresses, elegantly draped tops, and stockings in a range of nude tones, the collaboration seamlessly blends both comfort and style while staying true to the core values and aesthetics of both brands.

The MFW show attracted global celebrities, including Momo Hirai from Twice, American singer Normani, Japanese actor Hayato Isomura and many more. Following the runway, DJ, model, and designer Honey Dijon headlined a vibrant celebration at the after-party, which featured installations of the SS25 looks. The impact of the show and after-party underscores the success of Onitsuka Tiger‘s latest collection.

The new designs will adorn the streets of cities worldwide and continue to influence the broader conversations around fashion, identity and urban culture.

To shop the new Onitsuka Tiger range, head here.