FREAK’S MOVIE to Launch Official 'the moment' Merchandise with Exclusive Pop-up in Shibuya
This initiative represents a vertically integrated business model where an apparel retailer manages film distribution and retail promotion. By combining the film IP with the 'brat' music culture trend and A24-sourced collectibles, the campaign aims to drive targeted foot traffic through high-value exclusivity.
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- 📰 Published: May 28, 2026 at 19:59
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Starting Wednesday, June 3, FREAK’S MOVIE will release official commemorative merchandise to celebrate the premiere of the film "the moment." The launch features a curated selection of items supervised by the brand's dedicated film division.
Accompanying the release, a limited-time pop-up event will be held at OPEN STUDIO, the gallery space adjacent to FREAK’S STORE Shibuya. The collection draws aesthetic inspiration from musician Charli XCX's album "brat," specifically utilizing the lime green and black color palette selected by the artist herself. The lineup consists of five distinct items, including logo T-shirts, tote bags, and caps.
ITEM LIST:
- the moment LOGO T SHIRT (Black/Green): ¥8,800
- the moment BIG LOGO T SHIRT: ¥8,800
- the moment LOGO TOTE BAG: ¥4,950
- the moment LOGO CAP: ¥6,930
POP-UP DETAILS:
From June 3 to June 14, the OPEN STUDIO gallery in Shibuya will be transformed into an immersive space reflecting the film's world. As a special promotion, customers who spend ¥11,000 (tax included) or more on eligible items at FREAK’S STORE Shibuya will receive a rare, non-sale "brat card" keychain on a first-come, first-served basis. These keychains were originally released by A24 as official promotional items during the film's US debut.
Venue: OPEN STUDIO (1-13-1 Jinnan, Shibuya-ku, Tokyo)
Hours: 12:00–20:00 (Weekdays), 12:00–20:30 (Weekends/Holidays)
About FREAK'S MOVIE:
Launched in Autumn 2023 by FREAK’S STORE, this division focuses on film distribution and promotion, aiming to deliver exciting entertainment beyond traditional retail boundaries.
Accompanying the release, a limited-time pop-up event will be held at OPEN STUDIO, the gallery space adjacent to FREAK’S STORE Shibuya. The collection draws aesthetic inspiration from musician Charli XCX's album "brat," specifically utilizing the lime green and black color palette selected by the artist herself. The lineup consists of five distinct items, including logo T-shirts, tote bags, and caps.
ITEM LIST:
- the moment LOGO T SHIRT (Black/Green): ¥8,800
- the moment BIG LOGO T SHIRT: ¥8,800
- the moment LOGO TOTE BAG: ¥4,950
- the moment LOGO CAP: ¥6,930
POP-UP DETAILS:
From June 3 to June 14, the OPEN STUDIO gallery in Shibuya will be transformed into an immersive space reflecting the film's world. As a special promotion, customers who spend ¥11,000 (tax included) or more on eligible items at FREAK’S STORE Shibuya will receive a rare, non-sale "brat card" keychain on a first-come, first-served basis. These keychains were originally released by A24 as official promotional items during the film's US debut.
Venue: OPEN STUDIO (1-13-1 Jinnan, Shibuya-ku, Tokyo)
Hours: 12:00–20:00 (Weekdays), 12:00–20:30 (Weekends/Holidays)
About FREAK'S MOVIE:
Launched in Autumn 2023 by FREAK’S STORE, this division focuses on film distribution and promotion, aiming to deliver exciting entertainment beyond traditional retail boundaries.
FAQ
What is the design inspiration for the 'the moment' official items?
The items feature a lime green and black color scheme inspired by Charli XCX's album 'brat' and the associated music culture.
How can I obtain the exclusive A24 'brat card' keychain?
Customers must purchase at least ¥11,000 (tax included) worth of eligible items at the FREAK’S STORE Shibuya location. These are non-sale items provided on a first-come, first-served basis.
When and where is the pop-up event being held?
The event takes place from June 3 to June 14 at OPEN STUDIO, the gallery adjacent to FREAK'S STORE Shibuya in Tokyo.