BEAMS started as a small shop in Harajuku (Tokyo) in 1976 has grown into one of the largest textile retailers in Japan and Asia with more than 50 shops. It was only in 1999 that Beams created BEAMS PLUS, a range of the label that constantly reinvents the classic men's wardrobe. The Japanese brand is armed with an imagery that is typical of the classic American looks of the mid-20th century. Don't just see it as nostalgia for a bygone era, but more as a search for authenticity, in the service of the renewal of the leisure wardrobe of the next generations.
Between heritage, Japanese streetwear and American preppy (almost Ivy League), the BEAMS PLUS branch offers beautifully finished pieces.
Saison SS21 : Late 60's
Always based on a reinterpretation of the American aesthetics and lifestyle of yesteryear, BEAMS PLUS gives new life to its Ivy classics. The innovative label revisits once again different cultures through its own filter. For this collection SS.21, with a late 60s vibe, BEAMS PLUS confronts the formal and casual wardrobe, offering us pieces that break the genre, giving a modern style that can be worn today, tomorrow, or yesterday. We find here all the exigence of quality and Japanese know-how of the brand, especially on its pieces in 100% cotton woven in French Terry, dyed in natural pigments.