Made of Japan : Onitsuka Tiger celebrate its 60th birthday wih a new magazine

This year Onitsuka Tiger is celebrating its 60th birthday – a significant age in Japan. Things are different in Japan, whereas we Westerners would turn around three times a day at the age of 60 to watch our backs, suspecting someone to kick us into retirement, whilst being overtaken from all other sides, in Japan it is considered an honour to turn 60, as it ends a 60 year lifecycle and the celebrations are designed to review the most important stations in life.

This inspired the sports brand to come up with the magazine which we hereby present. It is targeted at a sportswear fanatic audience – with a penchant for all things Japanese. The brand was founded in 1949, post-war Japan, by Kihachiro Onitsuka, who was renowned for his innovative spirit. Onitsuka Tiger later became ASICS (Anima Sana in Corpore Sano), one of the fifth largest sportswear brands in the world. 

MADE OF JAPAN is spread across 260 pages, it presents the brand’s origins and its future. It documents its influence on artists, athletes and opinion leaders in Japan, the USA and Europe, without coming across as too big headed.

The magazine was realised in collaboration with GoSee member ZOO magazine and will be published in both English and Japanese. According to Onitsuka Tiger, it is already a coveted collector’s item.

Made of Japan presents 30 cult icons such as Chiharu Shiota (performance and installation artist, exploring Asian and European cultures), Naomi Yotsumoto (trendy Ping-Pong player), Yusuke Iseya (former model and one of Japan’s most loved actors), Hirofumi Kurino (Japanese fashion industry expert), Thomas Demand (German artist, renowned for his Japanese Origami-inspired by 3D photographs) and former world champion athletes Dave Cowens and Lasse Virén.

Writers include W. David Marx (former editor of Tokion and Harvard Lampoon, and founder of Néojaponisme online newspaper), Jan Joswig (Berlin-based freelance journalist, writes for Style & The Family Tunes, Intersection, Zitty, taz, and Die Zeit/online), Kaori Shoji (Tokyo-based author, specialising in fashion and culture).

10,000 issues were printed and distributed amongst exclusive shops in Japan, the USA and Europe on 1 September 2009. The usual suspects include Colette (Paris), do you read me?! (Berlin), SPRMRKT (Amsterdam), International Magazine Store (Antwerp), Selfridges (London) and the Henrik Vibskov Boutique (Copenhagen).

Or you could check out your local international airport or train station. RRP: 14,95 Euro.