Director's Voice: BEAMS / MOTOKI YOSHIKAWA Director's Voice: BEAMS / MOTOKI YOSHIKAWA

Beyond the stretch of lush green grass, BEAMS POP-UP LA stands like a portal to Tokyo. Step inside, and you’re instantly transported—surrounded by an atmosphere that mirrors the streets of Harajuku. The lineup is stacked, covering every look from head to toe, making it a spot you’ll want to visit again and again throughout its run.

If last year’s BEAMS PLUS pop-up left an impression, get ready—this time, BEAMS is making its long-awaited debut in Los Angeles. Back at the same downtown location, the six-week pop-up is rolling out a massive lineup of 150 pieces, with a fresh approach aimed at an even broader audience.

With exclusives dropping weekly and a stacked selection of collaborations, this is more than just a pop-up—it’s a statement. We caught up with BEAMS Director Motoki Yoshikawa to break down the brand, the LA launch, and the must-have pieces from this special collection.

What is BEAMS all about?

BEAMS (Co., Ltd.) started as a select shop in 1976, and BEAMS - the company’s namesake men’s casual brand - itself has been around since day one. While BEAMS PLUS (last year’s pop-up) is all about reinterpreting authentic American casual through a Japanese lens, the BEAMS brand takes that same Americana foundation and fuses it with modern trends and street culture.

It’s more street, more fluid, and speaks to a wider range of people—from teens to those in their 40s and 50s. The brand is technically menswear, but more and more women are styling it their own way, wearing oversized fits without changing the original silhouette.

The Harajuku store is the heart of the brand, while suburban locations tend to be mixed-gender stores. Next year marks BEAMS’ 50th anniversary, making this the perfect moment to expand its global footprint.

What makes BEAMS different?

At BEAMS, we talk a lot about "Basic & Exciting". "Basic" refers to our foundation—authentic American casual—while "Exciting" is how we inject it with trends and street energy.

What sets us apart is our sharp eye for trends. We don’t just follow—we mix and reinterpret. Some pieces lean young, others more mature, but together, they create a lineup that’s fluid and inclusive.

Every season, we release 200 to 250 new pieces, and for LA, we’re bringing 70% of our Spring/Summer collection. Since some Japanese trends don’t always translate overseas, we’ve curated a selection tailored for LA, focusing on fits and styles that will resonate with the city.

What’s happening at BEAMS POP-UP LA?

If there’s one thing BEAMS is known for, it’s collaborations—and for this pop-up, we’re going all in.

Every week, we’re dropping an exclusive collaboration, starting with a Levi’s capsule at the launch party. This line dropped in Japan earlier this year and sold out instantly, but we’ve held back stock just for LA.

This isn’t just another collab—it’s a deep dive into Levi’s DNA. Our buyers traveled to San Francisco, working closely with the Levi’s team to craft something special. While wide-straight fits are trending in Japan, we’re rolling out multiple silhouettes, so everyone finds their perfect fit.

And that’s just the beginning. Each week brings a new exclusive, so keep an eye on social media for updates.

What are you looking forward to in LA?

It’s been 7–8 years since my last visit to LA, so I’m just excited to be back—the light, the weather, the energy.

But more than that, we’re also launching a high-end BEAMS line, focusing on premium fabrics and craftsmanship. While some pieces are Made in Japan, our philosophy is simple: make the best product in the best place—whether that’s knits from China or leather from Italy.

We’re also bringing in some of Tokyo’s latest styling trends, especially oversized fits, which are making waves in Japan.

What pieces should LA shoppers look out for?

Japan’s biggest denim trend right now? Wide-straight fits with a slight taper. We’re curious to see how LA reacts to these cuts.

Another major trend is leather blousons—they’re everywhere in Japan right now, across all genders. We’ve developed three to four different silhouettes, and given LA’s temperature swings, we think they’ll be a hit.

Our faded sweats and small accessories—like boxer shorts and socks—have been a sleeper hit overseas, so we’re excited to see how they do in LA.

Can you tell us about the Levi’s, NEEDLES, and DICKIES x TRIPSTER collaborations?

First up: NEEDLES x BEAMS. This capsule collection dropped in Japan in February and sold out immediately, but we’ve saved stock for LA.

We’re also debuting SSZ, a surf & skate brand led by buyer Tadayuki Kato, who has deep roots in LA’s art and skate scene. There’s talk of an art exhibition-style activation, so stay tuned.

On the heritage side, our collab with TOYO ENTERPRISE transforms iconic Japanese sukajan jackets into tees—a perfect Japan-meets-LA crossover.

We’re also dropping a New Balance 1000 model, featuring a BEAMS-original colorway. What’s unique? It’s launching in the U.S. first, then Japan, flipping the usual rollout.

Finally, the DICKIES x TRIPSTER suit setup is making its international debut. This washable, easy-care suit has been a smash hit in Japan, selling 1,000–2,000 sets per drop. Given LA’s laid-back lifestyle, we think it’s a perfect fit.