Onitsuka Tiger: Entering the Den of the Tiger | Hypebeast

What are some of the current trends in sportswear and fashion you are noticing, how does this incorporate into your design ethos?

I am curious about the Japanese high-street fashion scene with technical garments. That’s really unique and special. Maybe this comes down to the fact that many Japanese designers are really good DJs. They mix all the existing historical design elements to create new excitement. It is truly a Japanese way in the process of creation. My strengths are a bit different. I developed half of my design skills and knowledge in Europe via traveling, friends, a unique style of education and of course from my lifestyle. I usually differentiate and combine Japanese ways of creation together with European methods from a neutral perspective. I am more a translator so to say than a DJ.

With a strong Japanese culture behind ASICS (Onitsuka Tiger), how does the brand incorporate this into its visual communication and design?

I always consider how I might translate and represent our rich Japanese heritage through my designs in a modern and relevant manner. It is not easy. Japanese authenticity, craftsmanship and originality are key words for the executions of my collections. For example, one of the key design elements from this collection is the “Gradation Stripe” pattern. It’s originally based on traditional Japanese fisherman shirts pattern which are inspired by Skipjack Tuna body patterns. It’s a beautiful 4 color gradation repeat but has a small story of Japanese heritage behind. It is not a direct translation (like Kimono patterns on t-shirts) but I wanted to approach it from a more abstract and intellectual method.