Born in Tokyo, inspired by Los Angeles—BEAMS has reimagined American style through a Japanese lens since 1976. Now, after decades of cross-cultural exchange, we’re coming home.

1970 1980 1990 2000 2010 2020
UCLA in the 1970's. A brown paper bag featuring the printed words in orange: "American Life Shop: BEAMS. Harajuku, Shibuya, 470-3947 462-0222." A vintage white crewneck sweater featuring the name BEAMS across the front in blue font, accompanied by a double lined box around it. A 1970s photo showing a bookcase filled with clothing, throw pillows, shoes, and home decor. Three students walking beneath UCLA's iconic architecture, captured in a black and white photo from the 1970s. Popeye magazine from Summer 1976 1970's boutique

The founding of the company and admiration for the American lifestyle

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An 1980s advertisement for Yves Saint Laurent perfume. A woman stands on a balcony overlooking the Eiffel Tower in Paris, wearing a black long sleeve coat and hat, holding flowers. The YSL perfume bottle is placed on the balcony ledge. A landscape photo of people sitting outside at a restaurant with an outside market in the distance. A Beams collage of items featured in a Japanese magazine, including jackets, t-shirts, socks, sneakers, watches, and more. Japanese subtitles accompany the items. A photo, dated May 15, 1989, featuring the exterior of a BEAMS store. The image shows two store fronts across two levels, each displaying BEAMS clothing and mannequins. A digital time frame is included in the photo. A 1989 Fall/Winter advertisement for BEAMS, featuring a background image of jackets laid flat. The text overlay reads: "1989 FALL WINTER CATALOGUE BEAMS." A vintage photograph from the 1980s showing the interior of a BEAMS store on the second level. A female and male mannequin are dressed in BEAMS clothing, while a rack to the right displays men's jackets.

Japanese economic growth and the boom of the business

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A 1990s image of a BEAMS storefront taken at night. The store is brightly illuminated, standing out against the dark surroundings. Inside, BEAMS merchandise is visible, including home decor, clothing, and more. The store appears to be multi-leveled. A photograph of Kurt Cobain wearing a T-shirt featuring the cover image of Daniel Johnston’s album "Hi, How Are You". Cobain raises his right hand, signaling a wave. Cobain’s friend stands to his left, wearing a navy shirt and sunglasses. An image of a BEAMS Records store, with records neatly lined up on the shelves throughout the store. A 1999 postage stamp featuring a graphic design of a white bird perched on the edge of a blue and green guitar, set against a red background. The bottom right corner reads "Woodstock," while the top right corner displays "33 USA." The date is located in the bottom left corner. An image featuring a dark wood stool resembling a butterfly, a prominent piece of furniture from the 1990s. 90's BEAMS Boy storefront A 1990s image featuring a phone intercom sitting on a desk, with a camo print design. Nearby, an old house phone, a mason jar filled with pens and markers, various papers and receipts, and half of a black laptop on the right are visible. Group of four 90's BEAMS Super Flavor's candy packages compiled by Yo Iwasawa

Fashion segmentation and cultural transmission

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An image of a BEAMS store taken at night, featuring a display of palm trees and foliage leading into the store. Two pairs of Levi's jeans folded in half, featuring paint splatters, in collaboration with the BEAMS brand. An image of two people looking into an illuminated BEAMS store at night. The focal point is an orange car displayed in the storefront window, with the merchandised BEAMS store visible behind it. A collage of men's loafers designed by BEAMS, with red, burgundy, black, and tan loafers piled together. An image of a BEAMS store taken at night, looking inside through a display that resembles an outdoor ambiance. A wooden picket fence and grass are visible, along with the door leading to the interior. Inside, BEAMS merchandise is displayed for sale. An image of a BEAMS store taken at night, with clothing hanging inside visible through the glass window.

Going back to authentic goods and the start of overseas expansion

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A collage of cartoon images, featuring a variety of illustrated characters and scenes arranged together. An image of a gentleman's backside wearing denim pants, with seven Japanese Kokeshi dolls placed in the two pockets. An image of a BEAMS Japan store taken at night, with the building illuminated against the dark contrast. The store features multiple floors, and the signage reads "BEAMS Japan" along with the logo. Group of 3 orange balls with logos on them and a wooden mallet. BEAMS collaboration in conjunction with Kendama Tohoku, a Guinness world record holder. A collage of images featuring a jacket, a woman wearing a hat, Nike sneakers, pink women's heels, Japanese Kokeshi dolls in a pair of denim pants, BEAMS stores, and more. Image of a leather jacket with strings intertwined over it. A green book published by Rizzoli titled "Live Small, Live Modern: The Best of BEAMS at Home." The cover features an interior design image, with two people sitting in the frame amidst the furniture. Busy Japanese crosswalk. Focal point is a woman carrying multiple tote bags with some obscuring her face. An image of a BEAMS store taken during the day, featuring wood paneling on the exterior. A small sign reading "BEAMS Women Shibuya" is displayed out front. Colorful objects are visible through the storefront window. Group shot of nine 2010's In The City publications.

A maturing market and diversification

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A BEAMS Japan advertisement in collaboration with Hololive and MangaArt, featuring female anime characters. An image of a traditional Japanese building with an orange "BEAMS Japan" signage displayed out front. 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. A collage of pink Ziploc boxes in collaboration with BEAMS Japan, arranged together in a creative display. Seven young adults of different ages, genders, and races come together for a BEAMS Japan and Netflix collaboration. A BEAMS store with neon signage reading "BEAMS Life." The interior displays BEAMS merchandise, including home goods and clothing. 2020's image of BEAMS and Tom Sacks collaboration pop-up store front. 15 chairs with the NASA logo on them can be seen in the storefront window along with the Tom Sacks logo on a wall behind them. 2020's BEAMS and Barry McGee pop-up storefront

Expansion and rise of community

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