Onitsuka Tiger launches first ever fragrance as it opens new Paris flagship

Onitsuka Tiger has stepped into the world of fragrance just as it launches its new yellow concept flagship store in Champs-Élysées, Paris, which comes hot off the heels of the opening of its new red concept store in London.

The cult Japanese fashion brand is presenting its first ever eau de parfum, featuring four distinctive scents. Keeping it simple, the scents are called Onitsuka Tiger One, Two, Three and Four.

The collection is themed ‘Wearing Quiet Radiance’ and the scents have been crafted by Mark Buxton, a renowned perfumer and “visionary creator”.

Buxton’s creations for Onitsuka Tiger are described as “both audacious and bold”. He has dedicated years of passion and affection to creating luxury fragrances, and his style “seamlessly combines absolute simplicity and richness with a traditional British touch, and the craftsmanship of French perfume culture”.

The front of the Parisian flagship

The entire process of creating the fragrances – from material selection and extraction to blending and bottling – occurs exclusively in Grasse, Provence, the renowned perfume capital of the world.

The four fragrances, which will be launched globally from autumn 2025, are elegantly housed in vibrant yellow bottles reflecting the brand's signature colour, with distinctive brand logo lettering.

Inside the Parisian Flagship

Located on the prestigious Champs-Élysées, its two-story store is built around the Yellow Concept, featuring various items from Onitsuka Tiger's runway collection, Japan-made denimwear DENIVITA™, and contemporary footwear. Its recently opened London store in Covent Garden is based on the Red Concept.