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FamilyMart's Transformation of Fashion Possibilities – The Future of Convenience Wear as Envisioned by Hiromichi Ochiai
Today, there is hardly anyone who doesn’t know about the "FamilyMart" initiative involving "Convenience Wear." An article covering "Line Socks" featured in Fashion Tech News garnered significant readership. The progress of this initiative shows no signs of stopping, with sales having also commenced in Taiwan as of November 2024.
In light of Convenience Wear celebrating its fifth anniversary, we had the opportunity to speak with designer Hiromichi Ochiai. He reflected on the journey so far and shared his vision for the future of FamilyMart’s Convenience Wear.
PROFILE
Hiromichi Ochiai
Fashion Designer
Born in Tokyo in 1977. Graduated from Bunka Fashion College.
In 2007, launched "FACETASM."
In 2013, received the Newcomer Award at the Mainichi Fashion Grand Prix.
In 2016, won the Grand Prize at the Mainichi Fashion Grand Prix.
That same year, he created costumes for the "Flag Handover Ceremony" at the closing ceremony of the Rio Olympics and Paralympics, while continuing to showcase collections at Paris Men's Fashion Week.
He is active not only domestically but also internationally, collaborating with global brands such as "NIKE," "Coca-Cola," and "LEVI'S."
A Desire to Showcase New Values
FamilyMart's Convenience Wear marks its fifth year this year. FACETASM designer Hiromichi Ochiai shared how he first got involved with FamilyMart."In 2016, I was responsible for the costume creation for the 'Flag Handover Ceremony' at the closing ceremony of the Rio Olympics and Paralympics.
"Afterward, I was thinking about how to communicate our creations and values to many people when I received an invitation from FamilyMart to help create a new culture for selling clothes in convenience stores.
"Their enthusiasm and vision moved me, and I immediately conveyed my desire to participate."
At that time, the clothing needs in convenience stores were limited to emergencies during business trips and similar situations. The person in charge wanted to change that perception and decided to launch a new apparel line, thereby seeking Ochiai’s collaboration.
Ochiai supervises everything, from naming the items to developing the concept. One can imagine the pressure was substantial, yet he noted, "While there was pressure, I was more focused on creating new connections with people."
What does it mean to create new connections? Behind this thought was a different awareness separate from his work with his brand, FACETASM.
"FACETASM has a clear worldview and audience, focusing on crafting for those individuals. In contrast, I believe Convenience Wear is about designing culture.
"With over 16,000 FamilyMart locations and 5.5 billion users annually, I am conscious of the responsibility of mass production and how we can enhance people's lives."
Because he is focused on creating products that embody the essence of Convenience Wear, he is more surprised about his personal growth and the rapid expansion of Convenience Wear than he is about feeling pressured.
Pursuing Designs Suitable for Convenience Stores
Ochiai’s vision for Convenience Wear is not about chasing designs or trends set by other brands. When they explore the meaning of purchasing in convenience stores, it centers on basic items. I asked him what he is conscious of in this regard."We place a strong emphasis on communication with our customers. For example, as spring approaches in February or March, we produced socks in rose pink and green.
"This message resonated with customers, resulting in better sales than the commonly sold black color across Japan.
When we find that rhythm with our customers, it inspires us to consider the next message we want to convey. We embed a message in every product. I would be delighted if new conversations arose from the items purchased."
Many people associate FamilyMart with line socks, which have now become a mainstay of convenience wear. As the lineup continues to expand, Ochiai has been paying attention to the fact that the outer T-shirts have become a staple product.
"I believe that a nice white T-shirt is more than enough. Our outer T-shirts are made from 100% USA cotton, and we've calculated the drop at the shoulders and the tightness at the neck while designing them.
"Starting with socks, I'm really happy that T-shirts are now receiving high praise. It feels like they are being embraced as 'clothes that nurture.'"
Ambitions for Overseas Expansion
Convenience wear, which boasts overwhelming popularity in Japan, was decided to be sold in Taiwan last year. Ochiai, who describes everything as challenging, shares his perspective on this move.
"I had set a goal for overseas expansion, but I never thought it would happen this quickly.
"Taiwan has about 4,000 FamilyMart stores, and Japanese is often understood there. When I interacted with the locals, I received a very positive impression. First, I will think about what it means to be Taiwanese and what is being demanded while communicating with the people of Taiwan.
"It's important not just to display what sells well in Japan but to immerse ourselves in the lives of the Taiwanese people."
The Future of Convenience Wear
Despite the limited space of a convenience store, convenience wear has upheld the concept of creating quality products that can be easily purchased anytime. As it finally achieves overseas expansion, what kind of future does Ochiai envision amidst this rapid growth?
"FamilyMart is the only large convenience store that has its own apparel brand. Therefore, the history of convenience wear is essentially the history of FamilyMart, and thus it becomes the history of convenience stores.
"Even if other convenience stores start to seriously expand their apparel lines in the future, the origin will still be FamilyMart.
"Whether new stores open or new personnel come on board, I believe this mindset will be passed on, and we will continue to focus on serious manufacturing."
Ochiai describes the environment as one ripe for various challenges, stating, "As a designer, I'm really happy." He also expresses excitement about when the seeds within him will sprout, going beyond just expanding apparel product lines and designs to even venturing into stationery.
The evolution of convenience wear will not stop in the future.
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