Joseph Abboud Tours Japan for 30th License Anniversary

A Longstanding Partnership Between Joseph Abboud and Onward Kashiyama

Joseph Abboud, a renowned name in the world of men’s fashion, has experienced several changes in ownership since its inception in 1987. However, one constant throughout the brand's history has been its partnership with Onward Kashiyama, a Japanese company that has played a significant role in expanding the brand’s presence in Japan.

Onward Kashiyama, which also owns J. Press, was among the first licensees of Joseph Abboud in 1995. This relationship has continued for over three decades, making it one of the most enduring partnerships in the fashion industry. In 2020, when WHP Global acquired the intellectual property of Joseph Abboud from Tailored Brands for $115 million, the deal included the U.S. and Canada. The Onward license was part of this acquisition. Two years later, Onward took another step forward by acquiring the trademark rights in Japan, allowing it to create its own collections and expand the Joseph Abboud footprint independently.

To celebrate this milestone, Onward is hosting a special event featuring the brand’s founder, Joseph Abboud, on a ten-day tour across Japan starting on September 21. Abboud will visit four cities: Tokyo, Osaka, Kyoto, and Kobe. He expressed his excitement about the trip, calling it a testament to the brand's continued relevance.

"I'm going to tour four cities: Tokyo, Osaka, Kyoto and Kobe," Abboud said. "This is the 30th anniversary of Onward Kashiyama's license for Japan and is a real testimonial that the brand still means something."

Over the past three decades, Abboud has developed a close personal relationship with the Onward team. He emphasized that their collaboration goes beyond a traditional licensing agreement, which often fails. Many of the same people have remained involved since the beginning, including the head of design.

Although Abboud does not design the Japanese or American collections—both are carried exclusively at Tailored Brands stores—he admires how the Onward team has maintained the brand’s heritage while modernizing it. According to him, Joseph Abboud has evolved into more than just a classification; it is now a lifestyle brand.

The collection is divided into four sub-brands:

• Black Label: The high-end offering.
• Joseph Abboud Mountain: Established in 2019 as a sustainable outdoor brand.
• Joe Cotton: Focused on organic cotton materials.
• Joseph Abboud Space: A home collection.

"It's like seeing your kid grow up," Abboud said. "For a number of years, I was directing the creative and would visit Japan or they would come here." Even though he's no longer involved in the U.S. business, he maintains contact with Onward. "I've always been impressed with the quality, the shops and the presentation of the collection there. Japan is the shining star of the brand."

He added that in Japan, menswear is not viewed as "a stepchild. The Japanese really embrace menswear."

To mark the 30th anniversary, Onward has created a special fall collection that will be showcased in its 50-plus stores. Abboud shared his personal images and archives with Onward to support the creation of the anniversary collection.

"We are happy to celebrate the 30th anniversary of the Joseph Abboud business in Japan with the great support of the founder, Mr. Joseph Abboud, and his upcoming tour to visit our signature shops and meet with our very loyal customers," said Yosuke Ueno, head of the Joseph Abboud business at Onward. "His design philosophy with fabrics that ‘coexist with nature’ and the creation of comfortable, high-quality clothes is overwhelmingly embraced by many of our customers."

Looking ahead, Ueno hopes that the next 30 years will see the brand evolve while staying true to its ethos. "We truly believe this is a special brand that has enriched the lifestyle of our customers and we welcome Joseph to Japan for this very special occasion."

Abboud is looking forward to his Japanese trip and is eager to maintain a formal creative working relationship with Onward. "It's a milestone for me too," he said. "When you make your first collection, who knows if you'll make it to your second? There are a lot of casualties in this business."