#Japan #Tokyo #The Plug #ALL NEW MART #new-chan

ALL NEW MART's Exciting Debut

This June, the fashion scene in Harajuku is set to welcome a fresh breeze with the arrival of ALL NEW MART, a new casual brand conceptualized by the global fashion company World Co., Ltd.. The brand, directed by renowned creator Mika Ooyatsu, will unveil its first-ever POP-UP STORE at THE PLUG gallery starting June 20, 2026.

The Brand's Philosophy

ALL NEW MART is more than just a clothing brand; it embodies a philosophy that prioritizes individual expression over fleeting trends. After two years of meticulous market research and analysis, this brand is designed around modern consumer insights, emphasizing a personal connection in choosing and integrating fashion into one’s lifestyle. The goal is to establish a unique brand identity that resonates with consumers on a deeper psychological level.

Currently thriving online, the brand is excited to bring its offerings to real-world engagement through this limited-time pop-up event. Set against the backdrop of a chic Harajuku setting, the store’s theme revolves around the beloved brand icon, new-chan, whose weekend adventures reflect a relaxed and carefree attitude. Imagine cozy evenings surrounded by favorite snacks, movies, books, and music—all elements of a well-deserved personal retreat.

Pop-Up Store Experience

Shoppers can look forward to a range of easygoing summer styles, including loose-fit T-shirts, versatile 2WAY striped shirts that double as shoulder bags, and airy, towel-like set-ups perfect for casual lounging. While the showcased items will be available for display only, consumers can purchase everything online, offering a unique opportunity to engage with the brand firsthand.

POP-UP STORE Details:

• - Location: THE PLUG, 6-12-9 Jingumae, Shibuya, Tokyo 150-0001
• - Dates: June 20 (3 PM - 9 PM) & June 21 (11 AM - 6 PM)

Special Feature: logi PLANTS & FLOWERS

In conjunction with this event, visitors can also explore a pop-up store by logi PLANTS & FLOWERS, which aims to celebrate the beauty and strength of flowers and plants through creative expressions. This experience blends seamlessly with the theme of personal freedom and self-discovery, offering shoppers a delightful combination of both fashion and nature. Please note, purchases at logi PLANTS will be card-only, and items will be available until stock runs out.

Brand Concept

ALWAYS ME, ALWAYS NEW—this core message perfectly encapsulates the spirit of ALL NEW MART. It serves as a reminder that true radiance comes from being oneself, no matter how trends evolve. The brand seeks to provide a space where individuals can discover and embrace their unique sense of style amidst the ever-changing tides of fashion.

Target Audience

ALL NEW MART particularly appeals to individuals who treasure self-time and personal style, creating a sanctuary for those who appreciate fashion that resonates with their authentic selves.

Product Pricing

The collection offers a range of items to fit different budgets, starting from:

• - Knitwear: 5,500 yen
• - Blouses: 7,700 yen
• - Cut & Sewn Tops: 4,400 yen
• - Skirts: 9,900 yen
• - Pants: 5,500 yen

For more information and to explore the latest collections, be sure to visit the online store and follow their journey on Instagram @allnewmart.

Company Profile:

• - Name: World Co., Ltd.
• - CEO: Nobuki Suzuki
• - Headquarters: Kobe City, Chuo Ward, Minatojima Nakamachi 6-8-1, Tokyo, Minato Ward, Kita-Aoyama 3-5-10
• - Corporate Website
• - Official Online Store

Experience the vibrant world of ALL NEW MART and redefine your style this summer!