MAX&Co. Holds 40th Anniversary Pop-Up Store "EVERYDAY HEROES" at Four Department Stores in Osaka and Tokyo

MAX&Co. is marking the 40th anniversary of its founding with a pop-up store called "EVERYDAY HEROES," where visitors can experience the brand's new creative direction. The pop-up began on September 30 (Wednesday) at Hankyu Umeda Main Store and will then be held in turn at Abeno Harukas Kintetsu Main Store, Ginza Mitsukoshi, and Isetan Shinjuku Store.

40 Years of MAX&Co.

Over the 40 years since its founding, MAX&Co. has continued to evolve with the times while carrying on an unchanging spirit. The decade starting in 1986 expressed minimalism with a playful sensibility. From the mid-1990s to the early 2000s, the brand moved into a new era with a contrasting style that added edge to a romantic mood. It then focused on iconic outerwear and built a style that is distinctly MAX&Co.'s. Now the brand is looking even further ahead, continuing to celebrate each woman's individuality, inclusivity, and authentic self-expression.

2026 Fall/Winter Collection

The 2026 fall/winter collection is built around "authenticity," "individuality," and "real everyday life." It proposes intuitive, personal outfits that are not bound by set rules. Tailoring and casualwear are combined with technical elements, and the lineup includes items that work seamlessly from work to time off and can be freely enjoyed in mix-and-match styling.

What to Expect at the Pop-Up Store

The pop-up store features the latest collection, decorated throughout with the brand's new symbol, the "Red Square," along with the "Long Run" (ロングラン) coat in a Japan-exclusive color. During the event period, customers who make a purchase will receive an original MAX&Co. stainless steel mug as a gift, in limited quantities.

A special page for the 40th anniversary is also available on the MAX&Co. Japan website.

Pop-Up Store Details

Hankyu Umeda Main Store (Osaka)

Period: September 30 (Wednesday) to October 6, 2026 (Tuesday)
Venue: Hankyu Umeda Main Store, 7th Floor, Promotion Space 71
Hours: 10:00 AM to 8:00 PM
Phone: 06-6624-1111 (main number)

Abeno Harukas Kintetsu Main Store (Osaka)

Period: October 7 (Wednesday) to November 3, 2026 (Tuesday, national holiday)
Venue: Abeno Harukas Kintetsu Main Store, Tower Building, 3rd Floor, Event Space
Hours: 10:00 AM to 8:00 PM
Phone: 0120-030-535 (Max Mara Japan Customer Service)

Ginza Mitsukoshi (Tokyo)

Period: October 14 (Wednesday) to October 20, 2026 (Tuesday)
Venue: Ginza Mitsukoshi, Main Building, 3rd Floor, GINZA Stage
Hours: 10:00 AM to 8:00 PM
Phone: 03-3562-8235 (direct line to the shop), 03-3562-1111 (main number)

Isetan Shinjuku Store (Tokyo)

Period: November 11 (Wednesday) to November 24, 2026 (Tuesday)
Venue: Isetan Shinjuku Store, Main Building, 3rd Floor, Trust Style / Promotion
Hours: 10:00 AM to 8:00 PM
Phone: 03-5269-7561 (direct line)