Mashing together DENIM and VITA, Onitsuka Tiger has given its new collection a punny name — denim, plus the Italian word for "life." It's not a groundbreaking concept, but it does give a familiar category a fresh spin: DENIVITA, a Japan-made denim line.
More than the clever naming, it's the fabric itself that really carries this collection. The core pieces use Japan-made denim, which has long been a plus in denim circles — it signals a whole process of selvedge detailing, washing, and dyeing done with real care. Several pieces in the lineup also make a point of showing off visible craftsmanship: one T-shirt is hand-painted by artisans, leaving irregular brushstrokes of varying depth across the surface, while a drawstring set uses an overdye technique to give the fabric a worn, softer texture — adding more visual depth than a standard wash.
