
Written by:
Judson Lee September 1st, 2009

Today marks Onitsuka Tiger‘s 60th anniversary, and on the heels of the release of Made of Japan, we catch up with Sandor Lubbe, the editor-in-chief of the limited edition publication to talk about the inspiration, the personalities, and the decision to put a ‘Ping Pong Princess’ on the cover.
If you happen to be in New York we hope to see you tonight at Reed Space for the official launch.
Otherwise you may order your copy of the magazine here: Tokyo Art Beat (TAB).
LH: Tell us about how you got involved with Onitsuka Tiger and what your original ideas and concepts were for the Made of Japan magazine.
SL: We got involved with Onitsuka Tiger through Sandra Koopmans, who is responsible for marketing of Onitsuka Tiger Europe. We had several discussions about the 60th anniversary of the company. Conclusion was that many companies who celebrated their anniversaries have been producing books where the content primarily was about their own history. The result in my opinion is that these kind of books are most of the time nice, but less interesting for readers who don’t have a relationship with the company itself. Inspired by the kaizen philosophy (sharing wealth and wellness), which was implemented into the company by its founder Kihachiro Onitsuka, we felt the need to step out of the box and to do something that was extraordinary but at the same time would underline the company’s soul. For us it was clear that we needed to create something that is about sharing knowledge. The red thread of the magazine is all about bringing Japanese culture to Europe and vice versa, bringing both worlds together so to say.
LH: Have you been a longtime fan of Onitsuka? Do you remember your first ever experience with OT?

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