DEEPTOKYO
magazine
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DEEPTOKYO
magazine
EN
2026.08.12
Take Your Time Choosing FamilyMart’s “Convenience Wear”
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A satellite shop where visitors can experience the world of Convenience Wear, FamilyMart's original apparel brand, has opened in Tokyo's Shibaura area. With more samples on display than regular FamilyMart stores, shoppers can touch the products to experience their textures and silhouettes, while choosing from a wider range of colors and sizes. Designed like a showroom, the space invites visitors to enjoy choosing Convenience Wear at their own pace.
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Since 2021, FamilyMart has been developing its original apparel brand, Convenience Wear. Under the creative direction of FACETASM designer Hiromichi Ochiai, the brand was created around the idea of establishing a culture of buying clothes at convenience stores. Its lineup includes socks, T-shirts, innerwear, and a variety of everyday accessories.
Convenience Wear's first satellite shop is located in Tokyo's Shibaura waterfront district, on the third floor of the BLUE FRONT SHIBAURA S Tower, a mixed-use complex that opened in September 2025. Conveniently located near JR Tamachi and Hamamatsucho stations, the area sees a steady flow of office workers, visitors, and travelers throughout the day.
The interior is bright and airy, with a predominantly white palette that creates a clean, welcoming atmosphere. The spacious 59.3-square-meter layout allows for wide aisles, making it easy to browse even with large bags or suitcases. Custom display fixtures featuring oversized product images encourage visitors to take a closer look at each item, creating an atmosphere reminiscent of a showroom.
Wide aisles make it easy to browse, even with a suitcase.
The shop is located on the third floor of the office building. Look for the white neon sign.
Custom display fixtures combine oversized product images with information about each item's materials and features.
Convenience Wear is available at FamilyMart stores across Japan. However, because retail space is limited, most stores cannot carry the entire lineup. This satellite shop, by contrast, showcases a broad selection of the brand's current lineup. Alongside signature items such as socks, innerwear, and T-shirts, visitors will also find seasonal products and accessories, with approximately 150 to 200 items available in a wide range of colors and sizes. With so many colors and sizes to choose from, browsing becomes part of the fun. That's one of the things that makes this shop unique.
Socks arranged by season in a colorful display. Convenience Wear's playful color palette makes them a joy to browse.
From new arrivals to everyday essentials, the apparel lineup is displayed alongside large display panels that help visitors imagine how each item looks when worn.
The shop also carries a wide selection of collaborative items developed with Japanese stationery company KOKUYO.
Most Convenience Wear products—including socks, innerwear, and T-shirts—are sold in resealable zip packages. While the packaging is practical, it can make it difficult to fully appreciate the products in a regular FamilyMart store. At the satellite shop, however, many items are displayed as samples, allowing visitors to examine the fabric and silhouette before making a purchase. It's an opportunity to experience the brand's philosophy—"Good Materials, Good Techniques, Good Design."—firsthand. Although there are no fitting rooms, large mirrors are placed throughout the shop, allowing visitors to hold garments up against themselves and get a better sense of how they look.
Sample garments hang beside the display fixtures. Touching the signature Outer T-Shirt lets visitors experience the crisp texture of its USA cotton fabric.
Visitors can also experience the soft feel of the Imabari towels and appreciate their beautifully nuanced colors up close.
One of the appeals of Convenience Wear is its seasonal product lineup. Japan's summers are known for both high temperatures and high humidity, making functional clothing especially valuable for everyday life. This satellite shop brings together a wide selection of warm-weather essentials, including sunglasses that block 99% of UV rays, quick-drying shorts and functional T-shirts, and relaxed cotton-linen dresses (available only in selected regions). It's a chance to discover the unique appeal of apparel born from Japan's convenience store culture.
Convenience Sunglasses (¥2,490) feature polarized lenses that reduce glare while blocking 99% of UV rays for clearer vision.
The original "Bosslington" frame shape blends the straight lines of Wellington frames with the softer curves of Boston frames. It is made from Tritan™ Renew, a next-generation recycled plastic.
Spring hinges allow the frames to fit comfortably on a wide variety of face shapes.
These quick-drying, cool-touch shorts (¥1,998) are made from a cotton-nylon blend. Lightweight, wrinkle-resistant, and stretchable, they are designed for all-day comfort.
The elastic waistband and back pocket add everyday practicality. The beautiful forest green shade was introduced as part of a seasonal color collection inspired by Mexican culture.
Introduced in 2026, the Functional T-Shirt (¥1,998) features a nylon-polyester outer yarn with excellent moisture-wicking properties, paired with a soft nylon inner yarn that helps transfer heat away from the body for lasting comfort.
Mesh panels are discreetly placed under the arms and across the back, where perspiration is greatest. The seamless design makes it suitable not only for sports but also for everyday wear.
Made from a cotton-linen fabric, this button-front shirt coat (¥3,990, available only in selected regions) is available in striped and black. It can be worn as a lightweight outer layer or as a shirt dress, making it a versatile unisex piece.
Covered buttons on the front placket and chest pocket add a refined finishing touch.
The information in this article is current as of August 12, 2026 (at the time of publication).
