Onitsuka Tiger store
What it Is:
Joris de van der Schueren, the Netherlands:
Small store for Japanese shoe/clothes maker Asics, branded under the Onitsuka Tiger brand. Their 4th flagship store in Europe and 20th worldwide. Off-pitch location in trendy “Negen straatjes” area of Amsterdam.
Why it's cool:
Exclusivity will always remain a trend. People want to assert their individuality with exclusive items, whether expensive or obscure. Asics plays into this trend with niche collection in a small store that implies exclusivity. This concept is consistently applied, and also seen in their collection. Their latest shoe, the RAKUGAKI DESIGN (doodle design), combines exclusivity with authenticity as it is a blank white shoe with a grid that can be coloured in as you wish. Every shoe is different and individual. You can’t get more exclusive than that!
