Despite having no advertising or public relations campaigns, ONI Denim has become one of the most sought-after Japanese jeans brands. Its creator, Masao Oishi, brings over 60 years of experience in the Japanese denim industry—first as one of the earliest employees at Levi’s Japan, later contributing to the rise of several pioneering Japanese jeans brands. His long career culminates in the craftsmanship expressed through ONI.

The origin of the name “ONI” dates back to the first business visit to Tokyo retailers. The rugged, highly textured fabric of the early ONI jeans left such a strong impression that retailers compared it to the face of a devil—“oni” in Japanese. This story inspired the name ONI.

Oishi-san believes that true craftsmanship needs no publicity— the product will speak for itself. The secretive nature of ONI Denim reflects a craftsman who focuses on his work rather than marketing. Wearing ONI jeans is a unique experience: the more you wear them, the more the “devil denim” expression comes alive.