On February 5, NIGO®︎, a pioneer in fashion and culture, was announced as the new Creative Director of FamilyMart. Through this partnership, FamilyMart aims to revolutionize the convenience store experience by developing next-generation stores, strategic product categories, marketing campaigns, and innovative digital signage marketing through “FamilyMartVision”.
The Future of Convenience Stores x Creativity
Japanese convenience stores have evolved beyond being just “convenient shops”—they are now recognized globally as an essential part of everyday life. With a strong reputation for high quality, safety, and cleanliness, they have become a benchmark for retail infrastructure worldwide. Now, FamilyMart is taking it a step further by positioning itself as a “Creative Convenience Store”. To bring this vision to life, the company has enlisted NIGO®︎, a legend in the street fashion scene, to expand the concept of a convenience store into a cultural and lifestyle experience.
NIGO®︎ shared his thoughts on the partnership, stating: “As Japan continues to draw attention from around the world, convenience stores are one of the best embodiments of Japanese culture and lifestyle. FamilyMart respects creativity and is always open to new challenges. I am truly honored to announce this partnership with FamilyMart on February 5, 2025. I look forward to working with FamilyMart to make everyday life more enjoyable for people in Japan and around the world.”
Kenosuke Hosomi, President and CEO of FamilyMart, also expressed his excitement: “Partnering with NIGO®︎, who is globally recognized for his diverse creative endeavors, is a tremendous honor for FamilyMart, which embraces the slogan ‘The Convenience Store that Challenges Itself!’. Together with NIGO®︎, we will refine Japan’s unique sense of style and creativity, bringing ‘Family Together’ to life and striving to become a convenience store loved like family by customers worldwide.”
NIGO®︎ first made a name for himself in the 1990s, launching his own brand and laying the foundation for today’s global street fashion scene. In 2010, he founded “HUMAN MADE” while also expanding his role as a creative director for various companies. In 2021, he was appointed Artistic Director of KENZO, a brand under LVMH. Most recently, in January 2025, he unveiled a collaboration with Pharrell Williams in Louis Vuitton’s collection, further solidifying his status as a leading force in fashion.
The Future of FamilyMart with NIGO®︎
With NIGO®︎ at the helm of creative direction, FamilyMart is poised to elevate its brand beyond the traditional boundaries of the convenience store industry. By incorporating his unique perspective into design, products, and marketing strategies, FamilyMart aims to transform into a more attractive and engaging brand for consumers in Japan and beyond.
Moving forward, FamilyMart remains committed to enhancing customer convenience through its products and services while implementing innovative strategies to ensure stable store operations for franchise owners. The impact of this partnership is expected to reshape the global perception of Japanese convenience stores, and its evolution will be closely watched.
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