NIGO: Streetwear Pioneer, LVMH Mastermind... Convenience Store Manager?

NIGO has added another string to his already expansive bow. The streetwear pioneer has announced that he is the creative director of Japanese convenience store franchise FamilyMart. 

Between being the creative director of Kenzo, running his own brand, and launching a seemingly endless array of projects (from Louis Vuitton runway collections to designing public toilets) the BAPE founder has found time to be the creative director of a convenience store. 

So, what does a creative director of a convenience store do?

“We will deepen Japan’s unique sense and esprit together with NIGO, and aim to become a convenience store that is loved by customers all over the world like a family, by realizing ‘combined with you’ in the daily lives of the future,” comments FamilyMart director and President Kensuke Hosomi.

NIGO’s first action as creative director is expected to arrive in Spring 2026, his responsibilities ranging from designing its next generation of stores to creating marketing campaigns.

“As Japan continues to garner global attention, convenience stores (konbini) best embody Japan’s unique lifestyle and culture. FamilyMart respects creativity and continuously challenges itself to pursue innovation,” comments NIGO on his new venture. 

Considering how varied NIGO’s projects have proven to be, it’s hard to be surprised when he turns his hand to something new. However, NIGO as a convenience store creative director? That wasn’t on my 2025 bingo card. 

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