Embroidery and Repair Shop 'PATCH&PLAY' Launches Experiential Service!

PATCH&PLAY, operated by STORY&Co. (headquartered in Chiyoda-ku, Tokyo; CEO: Taku Hosokawa), which advocates 'Turning experiences into batons,' launched experiential services centered on embroidery in late May 2026, following a rebranding on April 24, 2026.

Since opening in Harajuku in November 2025, PATCH&PLAY has garnered attention for its custom experiences—where visitors can create their own unique item during their travels—with about 60% of customers coming from overseas. For tourists, DIY and repair are not only means of expression but also experiences compatible with the sustainable value of 'repairing and using things for a long time.' Furthermore, its intuitive design, allowing people to 'see, touch, and make,' enables enjoyment regardless of language barriers.

With the rebranding, under the concept 'Tailored to you, rather than just back to how it was,' the shop has evolved into a new in-store experience that fuses 'repair' and 'embroidery.' In addition to traditional repairs such as clothing fixes and size adjustments, it offers customization and new experiential embroidery services, creating a space where clothes can be updated into one-of-a-kind items on the spot.

The new services focus on embroidery and propose customization experiences that cater to the sensibilities and feelings of each visitor. The shop offers a variety of content, including 'Photo Embroidery,' which turns favorite photos or memories into embroidery, and 'Design Embroidery,' using the dedicated machine 'SKiTCH PP1.' Additionally, a unique feature of PATCH&PLAY is 'Custom Embroidery,' where designs are created through dialogue with visitors. By hearing the background and stories of each person—such as 'I want to update the clothes I've worn for a long time,' 'I want to preserve travel memories,' or 'I want to subtly incorporate my favorite colors'—the staff proposes designs on the spot, turning items into unique pieces.

Another feature is that customers can bring their own items, such as T-shirts, shirts, denim, and tote bags. It provides a new place for self-expression that goes beyond simple 'crafting' by incorporating personal values and emotions into fashion while traversing 'repairing,' 'decorating,' and 'nurturing.'

Four areas to enjoy the 'creating experience': ①THE LABO: An area for embroidery experiences using the 'SKiTCH PP1'. ②THE DESK: An area for Photo Embroidery and Custom Embroidery through dialogue. ③PATCH BASE: An area for enjoying patchworks with free combinations. ④BODY LABO: An area offering body items for embroidery and patchworks.

Regarding the experiential services: The following services have been available to customers since late May. The ③Custom Consultation Service starts today, June 8th. Visitors are guided to various new services at the shop reception.

①Embroidery Design Service: PATCH&PLAY uses the 'SKiTCH PP1,' an embroidery machine handled by Brother Sales, Ltd. Customers can bring their own items like tote bags, shirts, or denim, and enjoy embroidery customization on the spot based on fabric samples or original logo data. Even beginners can easily enjoy an authentic embroidery experience. Workshops are held in the 'THE LABO' area of the store. Processing on items sold in the store is also possible.

Embroidery customization menu (partial): ・Text embroidery: From 1,650 yen (tax included) ・App illustration embroidery: From 1,320 yen (tax included) ・Drawing embroidery: 1,980 yen (tax included) ・Image conversion embroidery: 5,500 yen (tax included) ・Original patch production: From 1,650 yen (tax included)