How FamilyMart evolved into a fashion force in Japan
Japan’s famously numerous konbini, or convenience stores, have always been a staple part of daily life, but they have generally steered clear of the fashion scene, providing emergency clothes like clean underwear or a shirt and tie. However, this all changed in 2021 with the introduction of FamilyMart’s novel label, Convenience Wear, crafted in collaboration with Tokyo-based fashion designer Hiromichi Ochiai. The initial collection featured crew socks in FamilyMart’s signature green and blue stripes, which were an instant hit, selling over 1.4 million pairs in the first year and receiving a prestigious Good Design Award, despite the convenience store setting a far cry from fashion realm coolness.
Ochiai’s intention from the outset was to keep Convenience Wear straightforward, mirroring the universal appeal of the convenience store concept. Ochiai believed that the essence of the impeccably clean, safe, and stable vibe of konbini in Japan could be encapsulated by a very basic item: socks. “In Japan, konbini represent this feeling of cleanliness, stability and safety,” he explains. The socks became an emblematic product – budget-friendly, top-quality, and with impressive features like anti-bacterial properties and deodorizing elements.
The challenge Ochiai faced with Convenience Wear was to make the brand instantly recognizable across all ages, occupations, and nationalities. To achieve this, he collaborated with graphic designer Takahiro Yasuda and Cekai, his collective, to develop a distinctive design that would stand out amidst myriad other products. Ochiai needed the packaging to be practical, durable, and reusable, acknowledging the unfavourable environment of a convenience store with 24-hour lighting and dust exposure.
Initially centered around staples like socks and basic garments, Convenience Wear has effortlessly expanded due to the line’s clear design aesthetic and practical functionality. Currently, the range includes a variety of items such as sweatshirts, stationery, handkerchiefs, nylon jackets, and cotton T-shirts. Notably, Ochiai’s stature in the fashion industry has paved the way for exciting collaborations, like the partnership with Akio Hasegawa of Cahlumn for oversized T-shirts, which sold out quickly. Furthermore, astronomical demand for Convenience Wear items has been seen at events like the Fuji Rock Festival, with staff exclusively outfitted in T-shirts and special-edition socks and towels.
Anchored in the versatility of Japan’s style spectrum, Convenience Wear showcases an unconventional colour palette distinguishing itself against conventional black, white, and grey ensembles. Ochiai clarified the brand’s strategy to communicate through colour choices, emphasizing seasons or specific events through vibrant hues or neons. While Ochiai’s Facetasm brand diverges significantly from Convenience Wear in terms of style, the former’s adaptability plays a pivotal role in cultivating a burgeoning “konbini culture” in Japan that appeals to all fashion enthusiasts.
Straying further into the fashion domain, FamilyMart enlisted revered streetwear luminary Nigo as its creative director to solidify its growing presence in the fashion world. Nigo’s arrival signals an understanding of konbini’s distinctive position in Japanese society, offering a platform to resonate with a broad audience. The inclusive and accessible nature of the convenience store inspires Ochiai’s mission with Convenience Wear – to encourage self-contentment through shopping at one’s own pace. With FamilyMart’s extensive reach across Japan and unmatched accessibility compared to fast fashion giants, the potential for Convenience Wear is limitless. Taking a step further, Convenience Wear ventured into runway fashion in 2023, showcasing a prototype denim jacket that hinted at exciting future fashion endeavors.