In a Tokyo Basement, The Conveni Reinvents the Traditional Clothing Store

The Conveni is the work of the internationally renowned designer Hiroshi Fujiwara (nicknamed the godfather of streetwear), who made the bold move of filling the fridges and shelves with t-shirts and bags alongside simple bottles of water and ‘Conveni’-branded mugs.

The store also sells objects like the Japanese toys Be@rbricks, well known to collectors (particularly for their collaborations with Chanel and Swarovski), as well as items by his own brand Fragment design. The Conveni follows in the footsteps of Park-Ing Ginza, a boutique/café/record shop spread over multiple floors of a car park, also created by Fujiwara. Like its predecessor, The Conveni is a pop-up project: it is due to disappear at the same time as the Ginza Sony Park that houses it, an underground leisure space over four floors, which is due to close at the end of 2020.

The Conveni’s products can be found in the brand’s online shop, or on its Instagram account.