The Japanese brand’s collaboration with Doi Tung is a commitment to the right kind of change: continuous improvement and innovation, characteristic of the brand throughout its history.
Few establishments can claim to possess the same cultural longevity and relevance that Onitsuka Tiger does. While the Japanese fashion brand had more athletic performance-focused origins in 1949, being spotted on the feet of the likes of Bruce Lee to Bella Hadid has cemented Onitsuka Tiger as an indisputable modern cultural icon. Key to its consistent presence at the zenith of culture is its ability to recognise change and adapt. For instance, the original Mexico 66 was borne of years of feedback and suggestions for change from professional track athletes. Today, the Mexico 66 is the manifestation of Onitsuka Tiger’s recognition of the need for change in a contemporary context: the need for a more sustainable, environmentally-conscious way of life, and one that even transcends borders — the importance of social equality.
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To that end, Onitsuka Tiger has collaborated with the Doi Tung Development Project, the flagship initiative of the Thai non-profit Mae Fah Luang Foundation under Royal Patronage, that seeks to resolve the problems faced by the inhabitants of the Doi Tung region across healthcare, education and government support. Having previously dropped a collaborative collection in 2021, this year’s release reaffirms Onitsuka Tiger’s commitment to environmental sustainability and positive social action through its partnership with Doi Tung.
This year’s Doi Tung collection comes in the same format as the 2021 iteration: through the core Mexico 66, Mexico 66 Paraty and Serrano CL collections, combining the classic, retro-styled silhouettes with the vibrancy and texture of the traditional patterned-fabric motifs of Doi Tung, hand-woven by Thai craftsmen. All three models in the bright, summer-ready colourways are manufactured via environmentally-conscious processes and utilise 100% recycled PET yarn, while also creating social contributions and meaningful employment opportunities for the ethnic minorities of Doi Tung.
This union of Japanese cultural heritage and Thai craftsmanship re-emphasises Onitsuka Tiger’s commitment to improvement that has characterised the brand throughout its history, be it in the realm of sport, or for the betterment of humanity.
The 2024 Onitsuka Tiger Doi Tung models are now available at the brand’s Takashimaya Suntec City, Raffles City and Jewel outlets, as well as on its website.
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