Seven Eleven Launches Exclusive EPL Fashion Goods: Discover the Best Daily Wear for Fans!

7-Eleven is bringing officially licensed fashion goods from two powerhouse English Premier League clubs to stores across the country, making a bold move into the convenience-store fashion scene.

Beginning on the 28th, the chain will roll out exclusive branded items from global fan-favorites Tottenham Hotspur and Manchester City. The initiative is part of a push to grow standout, nonfood offerings that can become new sources of momentum beyond snacks and drinks.

Since last September, 7-Eleven has been testing fashion-forward concepts at specialty locations — Dongdaemun Dondon and the new franchise prototype New Wave Origin — teaming up with streetwear label MWOONG and sock specialist SoxTop to sell T-shirts and fashion socks. Market watchers praised the approach as fresh, and the fashion category saw a 15% sales increase last year.

With fashion and beauty positioned as key differentiators, 7-Eleven plans to keep introducing affordable, everyday pieces that resonate with millennials and Gen Z. As sports fandom (especially baseball and soccer) surges among people in their 20s and 30s and “block-core” — blending athletic pieces into daily outfits — becomes a mainstream style, the company is launching official EPL club lifewear; the EPL ranks fourth worldwide by league size.

The exclusive EPL capsule available at 7-Eleven nationwide includes six easy-wear pieces: two styles of socks, two cooling arm sleeves, and two pairs of boxer briefs. Designs use each club’s identity colors and emblems to appeal to hardcore soccer fans, and point-of-sale displays feature player images and club hues to create eye-catching merch moments.

Beyond the exclusive convenience-store collection, shoppers can find a broader lineup at Dongdaemun Dondon, New Wave Origin and on the 7-Eleven mobile app, SevenApp. Offerings include club-logo T-shirts, gym bags, scarves, messenger bags and caps — everything you need to nail the block-core look. In line with the bag-decoration trend, the retailer is also selling 18 types of EPL special goods (20 items on SevenApp), from club keychains and plush dolls to mugs.

To celebrate the launch, 7-Eleven will run a promotion from the 28th through the 11th of next month, with EPL special goods discounted up to 20%. Customers who order via SevenApp can pre-order and select a store for pickup.

This year, 7-Eleven says it will aggressively expand its footprint in the convenience-store fashion market, focusing on private-brand (PB) easy-wear — comfortable, budget-friendly pieces designed for everyday life.

Lee Seo-hoon, fashion MD of 7-Eleven’s SevenCollect team, said, “Convenience-store clothing has often been seen as disposable — something you throw on in a pinch. Now we’re expanding the category with items that are both useful and collectible. Overseas, konbini fashion has become its own genre, and we plan to differentiate our offerings so this trend can take root here as well.”

Reporter Lee Young-jin hoback@tleaves.co.kr