Onitsuka Tiger and the cosmetic brand Shu Uemura have launched an interesting collaborative partnership, based on the Japanese roots of both.
Both Onitsuka Tiger and Shu Uemura are well known worldwide as Japanese global brands that have continued to evolve with a pioneering spirit that has never changed since their foundation.
Now part of L’Oreal group, Shu Uemura is a professional makeup artist brand which was born in Tokyo in 1967. The founder Mr. Shu Uemura is a pioneer, innovator, visionary, and the first Japanese makeup artist in Hollywood. Mr. Shu Uemura liberated beauty with his cutting-edge makeup artistry, born from unimaginable creativity.
The collaboration is based on the new Onistuka Tiger “Delegation Ex” sneaker model, inspired by the shoes worn by the Japanese team in 1964. Product development includes glossy enamel, to evoke a cosmetics aura, combined with contrasting smooth cow leather and featuring the vivid Tokyo Red colour.
Shu Uemura will launch 12 cosmetic items including a special eyeshadow palette, lipstick, eyebrow liner, cleansing oil, foundation brush, eyelash curler, decorated with Onitsuka Tiger Stripes, again with the vivid key colors of Tokyo Red, energy orange, and indigo blue. A limited edition of lipstick will be pre-launched for the Onitsuka Tiger fans on the sneaker brand’s e-commerce.
Onitsuka Tiger continues to present a contemporary collection that combines fashion with sports, heritage with innovation, whereas Shu Uemura empowers Asian millennials for self-expression.