A clothing repair company has launched an online service aimed at lesbian, gay, bisexual and transgender customers who might be reluctant to use brick-and-mortar stores for alterations.

Tokyo-based En Coton set up the website Madam M in September, proclaiming to be Japan's first "genderless" clothing repair shop.

"There are many places in cities where LGBT people interact, but there are also people in regional areas who are afraid to speak (about their concerns) to those around them," said Koki Hashimoto, who is in charge of Madam M's website.