Le coq sportif opened a new concept shop in Harajuku on March 10th. The store, operated by Descente, is a rebranded and renovated version of the brand's previous directly managed stores, called "le coq sportif avant HARAJUKU." Two directly managed stores will open in the same format in Marunouchi on March 15th and Yokohama Minato Mirai on March 22nd. The new store focuses on cycling wear, a key part of Le coq sportif's DNA, and is known for donating four leader's jerseys, including the yellow jersey, at the Tour de France. The redesigned store is based on the concept of "urban cycling life." In addition to outerwear and shoes, the store also carries cycling accessories from gear brands such as BOOKMAN lights, KRYPTONITE locks, BLACK BURN, and KNOG. The newly opened Harajuku store features a "Convenience Mart" with imported French goods, certified organic drinks, food items like canned goods and cookies, records and cassettes selected by Shimokitazawa's JAZZY SPORTS, and books. A tricolor sign, commissioned from a convenience store signage display company, hangs inside the store. In addition, in reference to the brand's chicken logo, egg-themed food and drinks are on sale. The entrance features an "Egg Stand" offering sandwiches, brioche, puddings, and more, all overseen by PATH's owner and pastry chef, Yuichi Goto. Terrace seating is available outside. The store was produced by Think Green Produce, with design by Makoto Tanijiri and Ai Yoshida. The factory-inspired interior features a unique flow that allows customers to enter while riding their bicycles. Text: Tatsuya Noda