All the Details About Onitsuka Tiger’s Striking New Milan Flagship, Complete With a Cool Café Concept

The competition for streetwear dominance in Milan continues to heat up, and Onitsuka Tiger is the latest brand to go all in.

The hot Japanese player, which is spinning off from parent company Asics early next year, opened a flagship in the busy Piazza Liberty, near the Duomo and steps away from the Apple store. Onitsuka Tiger inaugurated the new location on Tuesday night during Milan Fashion Week.

The two-story store, designed by local architects Filippo Dini and Gianluca Cataldi, is centered around the brand’s yellow concept and merges Italian and Japanese aesthetics. The location spans the ground floor, a mezzanine space and the first floor — all of which showcase distinct collections from its signature denim to runway pieces to sneakers, the bread-and-butter of the business.

The ground floor combines yellow marble with dark terrazzo flooring. The mezzanine, dedicated to the brand’s signature Nippon Made series, offers a more intimate setting, with the focus on craftsmanship and attention to detail, like the custom lace station.

And the first floor is anchored by Onitsuka Tiger’s iconic yellow branding. Terrazzo flooring blends with steel, fluted glass and concrete, creating a dynamic sneaker showcase.

A notable highlight is the new café concept on the ground floor, which extends to an outdoor space designed to encourage community and connection. The café will offer a matcha and coffee menu, alongside sweet and savory specialities.

The expansion in the Italian fashion capital comes six years after brand opened its first Milan location in the Porta Garibaldi area back in 2020. Last year, it debuted another high-profile European location, on the Avenue des Champs-Élysées in Paris.

Next month, Onitsuka Tiger will unveil a flagship in Seoul, Korea, and a Los Angeles store is in the works in 2027 as the brand build its ambitions in the North American market.

The retail growth comes as the brand continues to experience impressive momentum. Net sales for the first half through June rose 35.9 percent to 89.5 billion yen, reflecting double-digit increases across all regions, led by Japan.

The nearly 80-year-old Onitsuka Tiger will be spun off into OT Group Corp., a a new wholly owned subsidiary of Asics Corp., through an absorption-type company split, effective Jan. 1, 2027.