On July 17, Converse will open its first ever shoe store in Japan with an attached customization space, "White Atelier BY CONVERSE," in Harajuku, Tokyo. The store is located at 6-16-5 Jingumae, Shibuya-ku, Tokyo, HOLON-3, basement floor 1 and floor 1 above ground. Based on the concept of "an atelier that creates a Converse lifestyle from scratch with customers," the store will offer a wide range of shoes as well as a number of original items exclusive to the store. The basement floor will also feature a shoe customization space. Using the store's original all-white "ALL STAR" shoes as a base, customers can print their favorite letters or patterns on the upper to create a one-of-a-kind pair of Converse shoes. Customers can also choose from vintage-inspired original shoelaces or accessories from Brooklyn Charm, a DIY accessory store based in New York.

In addition, customization workshops will be held from time to time, inviting creators from Japan and abroad. Also, at the opening, there will be a lottery sale of one-of-a-kind customized shoes designed by illustrator Ed Tsuwaki, brand director Yoshida Reika, artist and designer KiNG, model Mori Hikari, and others.