Cover image via PR Times
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FamilyMart is no longer just about late-night snacks and emergency underwear
If you've ever been desperate enough to buy a shirt from a convenience store while travelling, you'll know it's usually a last resort.
But FamilyMart decided to level up that experience a few years ago by launching its own fashion line, cheekily called Convenience Wear.
And now, that humble little project has grown big enough to get its very own standalone store in Tokyo.
The new shop is called Famima, and it opened earlier this month in the Blue Front Shibaura complex in Minato Ward, Tokyo
Unlike your usual FamilyMart, where the clothes are squeezed between the bento section and the ATM, this dedicated shop is all about fashion.
Customers can browse nearly 150 different pieces, from T-shirts and sweatshirts to the now-iconic striped socks in FamilyMart's colours — with a whopping 28 million pairs sold to date.
Unlike the convenience store setup, you can actually touch and feel some of the clothes here
While most items are sealed in neat plastic packaging, Famima breaks the monotony with sample displays on racks.
This way, you can check out the materials and sizes properly before deciding if you really want to rock a konbini-branded sweatshirt.
Do note that store is also completely cashless and staff-free. So, you can just shop, pay digitally, and walk out.
FamilyMart teamed up with designer Hiromichi Ochiai to create pieces genuinely worth buying
Ochiai, who once designed costumes for Japan's appearance at the Rio Olympics closing ceremony, is the creative force behind Convenience Wear.
His goal was to combine good fabrics, technology, and design into items you'd actually want in your daily wardrobe.
It's a far cry from when konbini fashion meant nothing more than a plain undershirt for your last-minute business trip.
Here are the store details if you're heading to Tokyo:
Address
Famima Blue Front Shibaura S Building Store
Tokyo-to, Minato-ku, Shibaura 1-1-1, Blue Front Shibaura S Building 3F
Opening hours
7am – 10pm
Closed Sundays and public holidays.
