Beams, the hugely influential Japanese retailer founded in Tokyo in the mid-1970s, has, perhaps more than any other Japanese label and multi-brand store, promoted Americana in all its forms to a discerning Japanese populace. From workwear and vintage to American trad and military, Beams has become a one-stop shop for the cooler Japanese gent who wants the right look at the right price. More than 30 years on Beams has grown into a retailing giant with numerous labels catering for men, women and kids in addition to art projects, music and vintage accessories.
Beams Plus, formed in 1999, is the unabashed American-trad wing of the company and with a concept of reinterpreting America “from the good old days” it’s clear about its intentions. Simple and stylish “authentic” classics such as basic tees, 5 pocket washed jeans, plaid and tweeds, usually in a slimmer fit, all with a generally “Made in Japan” ethos which guarantees durability, quality and style.
The Japanese have had a long lasting love affair with Americana dating from the 60s iconic style book “Take Ivy” and Ishizu Kensuke’s legendary trad label Van. Beams Plus shares this lineage, respecting the traditions and looks from Amercia’s heritage whilst updating and reinterpreting it for the modern consumer. Recent collections have pushed collegiate, patrician looks with a modern mix of slightly European and outsider influences which gives it a unique Tokyo blend perfect for the contemporary global man.