Renowned for its masterfulinterpretation of classic American menswear, BEAMS+ is a private-label brand startedin 1999 by Japan’s lifestyle retailer BEAMS. When BEAMS started as a tiny shop inHarajuku, Tokyo in 1976, its store name was taglined American Life Shop BEAMS. Thetides had turned after a gloomy era of depression and political turbulence, andthe youth, influenced by images of American culture that they saw in movies andon TV, were hungry to get their hands on something other than army surplus. A small group of young men travelled toCalifornia and returned with bags full of American fashion and lifestyleproducts to sell – and that was the beginning of BEAMS. Styled to replicate a UCLA student dorm room,the shop was undoubtedly the first of its kind. As BEAMS quickly expanded its offerings to include European brands,high-end designer labels and women’s fashion, BEAMS+ was launched to sustain thecompany’s passion for genuine American styles.
BEAMS+ draws inspiration fromAmerica’s Golden Age, the mid-1940s to mid-60s, when the country came out ofWorld War II as the victor and its economy was booming. Every business sector saw massivedevelopment, and dress codes, or uniforms, were defined for various lifestyles. Four main uniform categories were fostered inthis era that are the basis of fashion thereafter: American trad, work, sportsand military. BEAMS+ sees timelessbeauty in the functional designs of uniform fashion, and strives to honor such traditionin its modern interpretations. Cited as being a guardian of classic Americanstyle, BEAMS+ flagship shops in Japan offer a curated selection of clothing andaccessories from trusted brands around the world. Currently directed by Hideki (Harry) Mizobata,BEAMS+ private label collections are designed in-house by a team of dedicatedprofessionals. Outside of Japan, it isstocked by distinguished retailers in 8 countries across Europe, the UnitedStates, Canada and Asia.
Fashion shows & sales campaign
from Monday June 22 2020 to Monday June 29 2020