The smallest Tamagotchi yet lives inside A one inch screen on your finger. Tamagotchi Ring shrinks the virtual pet to the size of your finger The concept of caring for your own virtual pet was once seen as a fad, following the explosion in popularity and later decline in interest for Tamagotchi upon its initial debut in the late 1990s. Instead, Y2K nostalgia and new iterations of the toy have pushed the creatures back into the public consciousness. As more companies seek to create virtual pets of their own and Tamagotchi creators Bandai push out new designs and updated editions to keep up with demand, Tamagotchi Ring might just be the most unique (and smallest) version to date, designed to bridge the gap between style and functionality. Revealed at Japan's annual Tokyo Toy Show at Tokyo Big Sight, the Tamagotchi Ring is the company's attempt to bring the toy explicitly into the world of fashion by shrinking the virtual pet down to a size that can fit on your finger. The whole device measures just 23mm x 28mm in size (roughly 0.9inch x 1.1inch), all while remaining fully functional through minuscule buttons and a screen roughly half the size of the already-tiny trinket. The fact that your pet now lives on your hand will certainly ensure you don't forget to feed or play with it, with promotional images showing people wearing it while holding cake and other items. Yet the device feels most catered towards being a fashion accessory, and that's no coincidence. With Tamagotchi's nostalgic revival amongst those who grew up with it and the obsession with Y2K bringing in younger fans, Bandai has sought to expand the franchise beyond toys by partnering with artists and fashion brands both large and small, including Uniqlo. While many people buying these devices may actively want to raise their own virtual pet, just as many also are happy to wear a Tamagotchi as an accessory to their outfit. The device is even available in three different colors to match your style: pink and pearl white, light blue and metallic gold, and black and metallic silver. Currently, the device is only available on the company's official website, with the first round of pre-orders scheduled to ship in February 2026 already sold out. A new round of pre-orders will open on August 29th, but it seems like the chances of getting your hands on one anytime soon may prove to be quite the challenge. Level up your inbox.

Uniqlo and ASICS lift Japan's apparel brand value 29% to $13 billion. August 27, 2026 Japan recorded the fastest apparel brand-value growth among 14 countries in Brand Finance's 2026 ranking, as functionality, value and wellness increasingly shape global consumer demand. Japan has emerged as the fastest-growing country by collective apparel brand value in Brand Finance's Apparel 50 2026 ranking, with its represented brands increasing a combined 29% to $13 billion. The advance was driven overwhelmingly by Uniqlo, whose brand value rose 12% to $11.3 billion, and the first appearance of ASICS, valued at $1.7 billion. Japan outpaced all 13 other countries represented in the global ranking. Uniqlo enters global top 10 Uniqlo now ranks 10th among the world's most valuable apparel brands. Brand Finance gave it a Brand Strength Index score of 71.5/100 and an AA rating. Parent company Fast Retailing continues to expand internationally, including plans for 11 new US stores across markets including Chicago, San Francisco and New York. Collaborations and collections involving Cecilie Bahnsen, JW Anderson and Pokémon have complemented the company's core proposition of accessible, functional everyday clothing. The combination is important: Uniqlo is not competing primarily through luxury positioning or rapid trend turnover, but through product functionality, relatively stable styling, scale and disciplined international expansion. ASICS broadens beyond performance sport ASICS entered the Apparel 50 with a $1.7 billion brand valuation, supported by rising global demand for running, activewear and athleisure. Its Brand Strength Index stands at 50.9/100, with an A- rating. The company has been strengthening links with running communities through its Re:focus campaign and a four-year title sponsorship of the Los Angeles Marathon beginning in 2026. Function becomes a brand asset For textile and apparel manufacturers, Japan's performance points to a commercially important shift. Brand value is increasingly being built around comfort, performance, wellbeing, material functionality and credible value propositions, not fashion imagery alone. That creates opportunities upstream for suppliers capable of delivering differentiated stretch, thermal management, lightweight construction and other functional materials at commercial scale. The next test is whether Japanese brands can sustain this momentum as Uniqlo expands globally and ASICS converts its running credibility into broader lifestyle demand.

Sainsbury's Tu rolls out RFID technology to 400 stores. Sainsbury's Tu will roll out radio frequency identification (RFID) technology across its clothing departments in around 400 stores by early September, Drapers can reveal. RFID technology, which uses radio waves to automatically identify and track data between tags and readers, will be fully implemented across Tu's clothing departments within the Sainsbury's store estate by early next month. The rollout follows a successful pilot earlier this year, which has allowed the supermarket fashion giant to improve its stock level visibility, speed up replenishment and manage stock more efficiently. "We've introduced RFID this summer," Sainsbury's clothing managing director Ben Smith told Drapers. "We are going through a rollout now which allows us to maintain all of that product and spot any gaps that we [Tu] can replenish quickly." The rollout positions Sainsbury's to follow in the footsteps of its high street fashion rivals already utilising RFID technology across its stores, including the likes of Inditex's Zara, Uniqlo and H&M. This comes after Sainsbury's hailed its "availability and style" improvements in its most recent trading update for the 16 weeks to 20 June, despite sales dipping 2.1% year on year. It was reported earlier today (26 August) that Sainsbury's is launching a new work experience programme, which will create 10,000 placement opportunities for young people over the next year. Sainsbury's new programme, KickStarter, will launch in October and will be run by the supermarket's early careers team, colleagues, stores and store support centres to offer "hands-on experience".