Before Japanese denim became a global obsession, Urban Oni was already quietly shaping the scene in Tokyo’s Shimokitazawa, a creative pocket of the city known for its record stores, thrift shops, and underground energy.

Founded by a tight-knit collective of skaters, artists, and denim enthusiasts, Urban Oni has always been a Japanese denim brand and retailer, dedicated to crafting and curating pieces that celebrate quality, craftsmanship, and self-expression. The store became a hub for Tokyo’s emerging counterculture, a place where ideas, styles, and subcultures collided.

The name Urban Oni channels the “Oni,” a mythical Japanese demon spirit known for rebellion and transformation. It represents the energy of those who defy convention, shaping their own identities in a rapidly evolving city.

Through the 90s and beyond, Urban Oni quietly built a reputation among insiders for authenticity and originality. Every piece, from meticulously crafted denim to limited collaborations with underground designers, carried a story. The brand never chased trends; it curated them.

Decades later, Urban Oni remains true to its roots: minimal, authentic, and fiercely independent. Its mantra, “Wear Your Spirit,” reflects the brand’s commitment to self-expression and standing apart. Like the Oni itself, Urban Oni thrives in the shadows, alive, evolving, and unafraid to be different.