FamilyMart, long known for its Famichiki fried chicken, has discovered an unlikely star in its quest for retail dominance: a simple pair of tube socks.
In 2021, FamilyMart became the first of Japan’s major convenience store chains to launch its own clothing line, hiring Hiromichi Ochiai, founder of indie fashion label Facetasm, as creative director. A few years later, the chain unveiled Convenience Wear, a line of simple yet stylish apparel including underwear, T-shirts, and socks.
The standout item: white unisex “line socks”, featuring the chain’s iconic blue and green stripes, sold in reusable bags and priced at just 390 yen (roughly $2). Beyond aesthetics, the socks are designed with antibacterial and deodorizing fabric, combining practicality with design.
The response has been overwhelming. According to Monocle magazine, FamilyMart sold 1.4 million pairs of line socks in the first year alone.
A FamilyMart spokesperson told CNN, “Traditionally, clothing sold at convenience stores was bought for urgent needs. By focusing on quality and design, we aimed to create a new culture of shopping for apparel at convenience stores. Our concept emphasizes good materials, good techniques, and good design, ensuring everyday usability for all ages.”
Fans of the socks include CNN Style producer Oscar Holland, who says the subtle design allows for a “conversation starter” without flashy branding. Holland, based in Singapore, has purchased his socks via online resellers or through friends visiting Japan.
To maintain interest, FamilyMart releases new colors like black and gray and collaborates with pop culture icons such as Stranger Things and The Simpsons for limited-edition designs. Die-hard fans often rush to stores during new releases, documenting their finds on social media in a frenzy reminiscent of sneaker drops.
Convenience Wear has since expanded to include sweatshirts, carryall bags, and tenugui cloths, a traditional Japanese item with versatile uses, blending fashion with cultural education.
From humble socks to a full-fledged lifestyle line, FamilyMart is proving that even a convenience store can redefine everyday fashion.
