About Us
Before Japanese denim became a global obsession, Urban Oni was quietly shaping the scene in Tokyo’s Shimokitazawa, a vibrant corner of the city known for its record stores, thrift shops, and underground energy. Founded by a collective of skaters, artists, and denim enthusiasts, Urban Oni has always been a Japanese denim brand and retailer, dedicated to celebrating quality, craftsmanship, and individuality.
The name Urban Oni channels the “Oni,” a mythical Japanese demon spirit known for rebellion and transformation. It symbolizes the energy of those who defy convention, people shaping their own identities and style in a rapidly evolving city.
Our Philosophy
At Urban Oni, we believe that clothing is more than fabric, it’s a story. Every stitch, every wash, and every cut reflects our commitment to authenticity, durability, and self-expression. We don’t chase trends; we curate them. From timeless denim to limited collaborations with underground designers, each piece carries a piece of our spirit.
Craftsmanship & Quality
Japanese denim is renowned for its unmatched quality, attention to detail, and heritage techniques. At Urban Oni, we honor that tradition by sourcing only the finest materials and partnering with artisans who share our dedication to craftsmanship. Every garment is designed to age beautifully, telling its own story over time.
Our Community
Urban Oni has always been more than a store, it’s a meeting ground for those who embrace individuality and creativity. Our customers, collaborators, and followers are part of a larger community that values originality, art, and culture. Together, we celebrate the unconventional and the fearless.
Wear Your Spirit
Decades later, Urban Oni remains true to its roots: minimal, authentic, and fiercely independent. Our mantra, “Wear Your Spirit,” reflects our belief that style is a form of self-expression, a way to stand apart and embrace your own journey. Like the Oni itself, Urban Oni thrives in the shadows — alive, evolving, and unafraid to be different.