The new brand "Convenience Wear," which has transformed the shelves of "FamilyMart" into a stylish space, is captivating with its concept of overturning the common understanding of convenience stores. Beyond its design that defies the typical convenience store aesthetic, there lies a hidden awareness of environmental issues.

The daily goods shelves at "FamilyMart" appeared brighter and more vibrant. The design was handled by Hiromichi Ochiai, the designer of the popular brand "FACETASM." What was the intention behind a design so different from the socks and underwear previously found in convenience stores? We asked about the origins of the project and more.

The concept for "Convenience Wear," the new apparel brand from "FamilyMart," for which Ochiai serves as Creative Director, is reportedly “Love yourself. Good materials, good techniques, good design.”

Ochiai explains that his brand "FACETASM" originally catered to a core fanbase that appreciated their creations and designs, allowing him a certain degree of creative freedom. The catalyst for changing this perspective was his participation in the closing ceremonies of the 2016 Rio Olympics and Paralympics. Working on a project seen by billions worldwide made him realize that, as a fashion designer, he should also be creating for the masses with the same passion he applied to his core fanbase.

It was around this time that he connected with FamilyMart, and this project began. The exchange with Vice Chairman Sawada was what prompted him to step into this new field.

“When onigiri first started being sold at convenience stores, I was initially skeptical. But before I knew it, they became a part of our lifestyle. Coffee too, even if I was skeptical at first, truly delicious coffee emerged, and now everyone buys it in the morning. Within that context, the next step is to create underwear and other daily necessities at convenience stores.” Ochiai was deeply impressed by Sawada's words, finding the idea simply fascinating and wanting to be a part of it. That was the beginning of "Convenience Wear."

Indeed, when onigiri first appeared in convenience stores, there was a sense of unease, and skepticism about the taste of convenience store coffee. However, it's also true that onigiri have become indispensable to daily life, and the quality of coffee has continuously improved. This shift in perception, a kind of Columbus's egg moment, marked the beginning.

“It wasn't just about launching a brand; this time, we had the crucial mission of creating products that would sell nationwide in Japan,” Ochiai says with a smile. He was involved in everything from the brand name and packaging development to material sourcing and branding, and found it to be an incredibly educational experience. Learning about the current state of the convenience store market, not just from a manufacturing perspective, was truly a bolt from the blue.

Convenience stores are now an indispensable part of our lives. They serve as everyone's kitchen, a place to buy daily necessities, a spot to pay utility bills, and even fulfill some governmental functions.

Ochiai hails from Itabashi, Tokyo. He still lives in Tokyo and visits a convenience store almost every day, so he thought he had a decent understanding of Tokyo's convenience stores. However, he realized he knew nothing about the situation in regional convenience stores. For this brand development, the rollout involved Phase 1, Phase 2, and nationwide expansion. Phase 1 began with 150 stores in Osaka, and after achieving results, Phase 2 expanded to 2,700 stores in the Kansai region. This Phase 2 alone already surpassed the number of stores of major apparel retailers nationwide. The sheer scale underscores the significant role convenience stores play.

“I felt this aspect was even stronger in regional convenience stores. For example, in urban convenience stores, interaction with staff is minimal, but in rural areas, they engage in conversations with local residents.” Combining these regional stores with urban ones, "Convenience Wear" is now available in approximately 16,600 stores nationwide. This scale is unprecedented for directing clothing. The annual number of users reaches 5 billion, meaning roughly 15 million people use FamilyMart daily.

What did Ochiai consider when facing these convenience stores, used by 5 billion people annually?
The full interview can be found on this site.EQUALLYBEAUTIFULPlease check it out.