A New Era for Ribbons and Socks: 'mine by LAFARY' Introduces Innovative Automated Retail Experience in Kabukicho

## A New Era for Ribbons and Socks: 'mine by LAFARY' Introduces Innovative Automated Retail Experience in Kabukicho

Genery Co., Ltd. (based in Shibuya, Tokyo; CEO: Jun Sakakibara), the company behind the apparel brand 'mine by LAFARY' (commonly referred to as 'mine'), has installed a vending machine selling original brand items in front of the 'GiGO Shinjuku Kabukicho' entertainment center in Tokyo.

This vending machine features socks and ribbons designed with the unique world view of 'mine.' It offers a new shopping experience, allowing customers to easily pick up brand items whenever they want to add a touch of excitement to their outfits—whether before a concert, going out, or heading to work.

### Discovering 'mine': A New Fashion Experience in Kabukicho

'mine' is a spin-off brand from 'LAFARY,' a popular brand known for promoting 'girls' culture.' While inheriting the 'cute' aesthetic valued by LAFARY, 'mine' offers a diverse range of unique and personalized items.

The brand prioritizes making its original designs accessible, combining high quality with affordable prices to help a wide range of people enjoy 'their own version of cute.'

With new items released monthly, 'mine' products are frequently used for idol and stage costumes, supported by those who enjoy cute fashion as a means to add individuality and presence to their styling.

By moving beyond the traditional retail store format, these popular items are now available through an automated vending machine.

- 'I suddenly needed socks or a ribbon.'
- 'I want to make my feet look cute before a concert.'
- 'I want to add a ribbon before I head out.'
- 'I want to make my outfit look more glamorous before photo shoots or fandom activities.'
- 'I never had the chance to visit the store.'
- 'I wanted to try cute fashion but was too shy to enter the shop.'

This installation was realized with the desire to make the world of 'mine' more accessible to such customers.

In the bustling heart of Kabukicho, people can now accidentally encounter 'mine' items and pick them up on the spot. Please enjoy this new fashion experience where you can discover 'your own cute' in your everyday life.

### About 'mine by LAFARY'

'mine by LAFARY' is an apparel brand developed with the theme, 'Affection for my own cuteness.'

It incorporates sweet elements such as ribbons, frills, and lace into a slightly dark, black-toned aesthetic, emphasizing the importance of enjoying 'cuteness' in one's own way.

Studded Chain Ribbon: ¥1,980

Instead of being cute to please others, it encourages being true to what you love. The brand aims to help you affirm your feelings, enjoy being yourself, and cherish your own definition of 'cute.'

In addition to small items like socks, hair accessories, and ribbons, 'mine' offers a wide range of apparel items through its physical stores and online shop.

We hope that those who discover 'mine' through this vending machine will also visit our physical stores to experience the unique world view of the brand even more deeply.

### Vending Machine Installation Overview

- Name: mine by LAFARY Vending Machine
- Location: In front of GiGO Shinjuku Kabukicho, Tokyo
- Items Sold: Socks, ribbons, etc.

[Online Store](https://www.lafary.shop/collections/mine)

### Brand Information

- Brand Name: LAFARY by mine
- Concept: Affection for my own cuteness
- Operating Company: Genery Co., Ltd.

### Physical Store Information

- LAFARY SHIBUYA109 Shibuya Store: 6F, SHIBUYA109, 2-29-1 Dogenzaka, Shibuya-ku, Tokyo 150-0043
- LAFARY Harajuku Takeshita Street Store: 1F, 1-6-10 Jingumae, Shibuya-ku, Tokyo 150-0001
- LAFARY HEP FIVE Umeda Store: 412C, HEP FIVE Umeda 4F, 5-15 Kakudacho, Kita-ku, Osaka 530-0017