FREAK'S STORE marks its 40th anniversary with a NANGA collaboration and a stamp rally
Daytona International's FREAK'S STORE has opened a 40th-anniversary campaign built around a forthcoming NANGA collaboration and a two-week stamp rally, though the release stops short of the new jacket's own details.
Daytona International Corp. has launched a 40th-anniversary campaign for its select shop FREAK'S STORE, opening a dedicated campaign website on 8 September under the tagline "ALWAYS FREAK'S," the company said.
The campaign centres on a forthcoming "made in Japan" jacket made in collaboration with outdoor brand NANGA, though the announcement gives no further detail on the jacket's materials, price or exact release date, deferring specifics to the campaign site. Separately, the retailer's Kyoto store is running its own first-anniversary event, and FREAK'S STORE said it will open a new store at Machida Lumine with a planned artist collaboration.
As part of the anniversary, FREAK'S STORE is running a "40th Anniversary Special Stamp Rally" from 25 September to 8 October, in which customers complete five anniversary-themed missions — including reading designated campaign content — to collect stamps redeemable for limited-edition merchandise, according to the release.
For a select shop chain built on the volume of small collaborations, a 40th anniversary is as much a chance to re-tell that history as to sell a jacket — the stamp rally rewards engagement with the story itself, ahead of whatever the NANGA piece turns out to be.