Whenever Filipinos want a taste of Japanese flavors, from matcha drinks to a comforting bowl of ramen or a bite of onigiri, a quick trip to FamilyMart can satisfy their craving. The convenience store chain is a haven for anyone passionate about Japanese cuisine. But in Japan, its offerings go beyond just food and beverages.

Last November, FamilyMart fully embraced its foray into the fashion industry with its inaugural runway show. Held in Tokyo’s Harajuku district, the runway show featured a recreation of its iconic store with over 100 models gracing the runway, all wearing the brand’s everyday pieces from the Convenience Wear collection.

According to Hypebeast, the runway show was part of this year’s celebration of Fami-Fest. On the runway were hoodies, T-shirts, jackets, and socks, tinted with the store’s signature blue, white, and green combination. Modeling the looks were FamilyMart franchise owners and their family members, as per Japanese newspaper The Asahi Shimbun. They were joined by celebrities such as “First Love” star Rikako Yagi, Shuntaro Yanagi of “Alice in Borderland,” and gravure idol Rio Uchida, among others.

FamilyMart’s venture into selling apparel began in 2022 with its partnership with Hiromichi Ochiai, the founder of streetwear label Facetasm. He now serves as the Convenience Wear line’s creative director.