It's winter outside

Posted by Mischief, November 19, 2009

...but it's spring/summer at Mischief as we present this week's Onitsuka Tiger SS10 press day. The theme for next season's collection is 'The Hidden Tiger' and the secrets that lie behind closed doors. To showcase this idea to media we completely made over a vacant shop in Soho's Kingly Court, creating oversized keyholes for doors and a giant Japanese tansu chest with Onitsuka Tiger trainers hidden inside, so the journalists could discover them for themselves as they arrived. The press day got a great reaction with 75 national, fashion and consumer journalists coming to find out more about next year's secrets.