Issue #30

Words by Cory Ohlendorf | Photography courtesy of Onitsuka Tiger

As we said over on Valet., the biggest trend in sneakers is that they’re getting smaller. Meaning that the super-sleek, slim, low-profile trainer is the shoe to have right now. Of course, that calls to mind the adidas Samba, which no doubt kicked off this trend. But its ubiquity has stylish men and women looking for an alternative and it seems like many agree that the kicks made by Onitsuka Tiger are the ones to have.

Released in 1966 in preparation for the 1968 Mexico City Olympics, this low-profile sneaker introduced the now-famous crossed stripes that have become the brand’s visual calling card. And its look widely influenced the running shoes of its era. It's the same pair Bruce Lee wore in Game of Death, and later mimicked by Uma Thurman in Kill Bill. With their grippy rubber soles and flaps across the heels reading “Tiger” in a gothic font, these timeless kicks have an authentic vintage vibe. The Mexico 66 isn’t just a sports shoe—it’s a cultural artifact, straddling the worlds of streetwear, heritage style and global fashion. It’s seen on both men and women, celebrities and tastemakers. It makes sense, the low-profile sneakers look great with the throwback ’90s wide-leg pants and other Y2K fashions that are popular at the moment.

Of course, they weren’t always this hot. By the late 1980s, the Onitsuka name had faded as ASICS became the company’s main brand. But in 2001, ASICS quietly resurrected Onitsuka Tiger as a lifestyle line—and the timing worked out. The early 2000s saw a growing appreciation for archival sneakers, minimalist Japanese design, and retro sportswear. The shoes had a slight under-the-radar appeal while providing a certain flavor of downtown Tokyo Cool, no matter where you were in the world.

Since its revival, the Mexico 66 has been reworked and enriched by numerous collaborations and limited editions, adding vibrant color to its evolutionary journey. Even a glimpse at the current variations highlights the model’s astonishing variety, with endless possibilities in color, material and details. Few sneaker models worldwide boast such extraordinary and extensive variety.

When I told some people I was writing about Onitsuka Tiger, a few brought up that they’d heard that the brand stopped selling its products in the U.S. And this is true: It discontinued American sales in the Fall of 2023, but later reopened their online American store last summer, so they are once again shipping the sneakers to the States.

Have you been wanting to wear more color but don’t know exactly how to incorporate it into your wardrobe? This small book could help (while also making a handsome addition to your coffee table or bookshelf). The book is based on Sanzo Wada’s original six-volume work from the 1930s. Wada was an artist, teacher, costume and kimono designer during a formative time in avant-garde Japanese art and cinema. This book offers 348 color combinations, presented in easy swatches to help you see what shades and hues complement each other. The book has a practical, old school design, which is maybe why it’s suddenly become a favorite of fashion guys and girls. Currently, there are over 19 million search results on TikTok under the book’s title, mostly featuring creators who use it as a guide to getting dressed.

Kuchisabishii (口寂しい) is a Japanese phrase that translates to “lonely mouth”, but means something more like “longing to have or put something in one’s mouth”. Though it’s been more creatively explained to me by locals as “eating when you are not hungry because your mouth craves something crunchy or sweet”. And instead of feeling guilty for giving into a craving or mindless eating out of boredom, kuchisabishii is about shaping it as a natural feeling and a forgiving experience. Treat yourself.