A BEAMS store with neon signage reading "BEAMS Life." The interior displays BEAMS merchandise, including home goods and clothing.

EXPANSION AND RISE OF COMMUNITY

BEAMS continues its global push, maintaining collaborations with global brands like Levi’s and Arc’teryx, and expanding its influence across genres by partnering with Palace Skateboards on streetwear and Ziploc on household goods.

Alongside this growth, BEAMS has undergone three key transformations since the late 2010s.

First, a deeper integration into art and culture. Founded in 1976, BEAMS’s customers have strongly associated the brand with apparel. However, since the 1990s, it has embraced its role as a cultural hub, launching Beams Cultuart as a dedicated brand to shine light on art, design, and culture. Further, in 2022, BEAMS launched the label Mangart BEAMS to explore the world of anime and manga culture. BEAMS has also created products in collaboration with artists like Tom Sachs and Barry McGee, as well as entertainment giants Netflix and A24, further embedding itself into the global creative landscape.

Seven young adults of different ages, genders, and races come together for a BEAMS Japan and Netflix collaboration.
Flat lay images of a BEAMS collaboration featuring two sets of jacket and pants in black and off-white. The inside lining of each set showcases artistic images.

Second, a move into business-to-business services. Its affiliate, BEAMS Creative, now leverages BEAMS’s retail expertise to provide branding, product development, and sales strategies for corporate clients, extending its reach beyond consumer retail.

Finally, a shift in vision. In 2024, Beams redefined its philosophy as “Happy Life Solution Communities”, signaling a transition from a company to “communities”—an interconnected cultural network. With this, Beams is evolving beyond retail, fostering a global creative community that transcends commerce.

Text: BEAMS