BEAMS PLUS Director Harry Mizobata on Bringing the Brand to Life in Los Angeles
Under the vast blue skies of Los Angeles, BEAMS PLUS, the iconic Japanese brand known for its menswear inspired by the golden era of Americana, has opened its first-ever pop-up store in the United States. Stepping into the store feels like entering the flagship location in Tokyo — meticulously curated, with the latest collections from Japan displayed in perfect harmony. The opening event drew an enthusiastic crowd, not only from Los Angeles but also from New York and Japan, turning it into a lively celebration.
In an exclusive interview, we spoke with Harry Mizobata, the director behind this limited-time concept store, to uncover the details of its immersive design, the decision to launch in Los Angeles, and the brand's vision for the future.
Can you tell us about BEAMS PLUS?
BEAMS PLUS launched in 1999, and this year marks our 25th anniversary. The brand draws inspiration from a remarkable period in American history—the mid-1940s to the mid-1960s—when the country experienced an unprecedented postwar economic boom. It was a time of immense growth across politics, the economy, sports, and culture. Rationalism was on the rise, and mass production became the norm, leading to the reinterpretation of styles like Ivy, workwear, sportswear, and military uniforms to fit changing lifestyles and needs.
At its core, BEAMS PLUS is about honoring these four enduring categories of style that serve as the foundation of modern-day menswear by creating functional, streamlined, and timeless pieces. We approach them with respect for their original era-specific details while giving them a modern update. By refining silhouettes, materials, and functionality, we create casual wear that resonates with today’s generation and is designed to last for the next.
I’ve been fortunate to serve as the director since 2016, and it’s been an exciting eight years so far.
Our Japan customer base is broad, spanning from people in their 30s to their 70s. While the brand is positioned as men’s fashion, we’ve noticed a significant number of female fans as well, which speaks to the versatility of what we offer. Internationally, BEAMS PLUS has gained strong recognition, and we’ve been making strides in wholesale markets as part of our global strategy.
Looking ahead, we’re focused on continuing to expand our presence worldwide.
A key part of that is our commitment to original fabrics and domestic manufacturing in Japan, which allows us to create something uniquely ours. It’s an exciting time, and we’re eager to keep pushing the brand to new heights.
What makes BEAMS PLUS unique? What are the special touches that set it apart?
Within Japan alone, BEAMS has over 100 stores, and among them, there are BEAMS PLUS flagship stores in Harajuku and Marunouchi. To fully immerse yourself in the brand’s world, we hope you’ll experience not just the products but the entire store environment as a whole. That said, we’re confident that even through individual items, you can sense the uniquely Japanese craftsmanship embedded in each piece.
Just recently, I spent two weeks traveling across Japan to create original fabrics. These will be part of our Spring/Summer 2026 collection. Our Japan-made original fabrics tend to receive a lot of attention overseas, and we’re thrilled that the dedication we put into their design, comfort, and material selection really comes through. We hope many people get to experience that.
BEAMS PLUS resonates especially with those who already own the basics and are looking for something more—something that speaks to a deeper appreciation for quality and detail.
I’ve heard that BEAMS PLUS has been participating in overseas exhibitions for a few years now. What has the response been from international audiences?
BEAMS PLUS, as part of BEAMS, which is known for its American-inspired origin, has a strong commitment to embodying the charm of classic Americana. Currently, the brand is carried by 83 retailers worldwide, including department stores and specialty shops, mainly across Europe and the U.S.
When we showcase our collections at European exhibitions or hear feedback from international buyers, it’s clear that our attention to design, both in aesthetics and silhouette, is appreciated. At first glance, our pieces may seem very basic, but the intricate craftsmanship, the carefully chosen materials, and the thoughtful details often earn the label of “Japanese Americana.” That term really resonates because it shows how our uniquely Japanese techniques and sensibilities shine through.
While our brand is deeply inspired by and pays homage to American culture, we’re equally proud of the exceptional quality of Japanese fabrics. It’s incredibly rewarding to see our approach to clothing—blending these influences—being embraced internationally. It’s something that keeps us motivated and proud of what we’re creating.
Can you tell us about the BEAMS PLUS Limited Store concept?
In 2022, we started a new project where we transformed entire BEAMS stores or individual floors into dedicated BEAMS PLUS spaces for pop-up events. The first store to host this event was our Kobe location. We completely cleared out the lower floor overnight and filled it exclusively with BEAMS PLUS products. It was essentially a two-day takeover, and the response was fantastic. We named this concept the "Limited Store," and have since brought it to Shibuya and, this May, to Taipei.
We’ve worked closely with the staff from our Harajuku and Marunouchi flagship stores — some of the best in the world when it comes to store design — to ensure that, no matter the location, we can recreate the same BEAMS PLUS atmosphere. While we’re essentially transforming a regular BEAMS store, we’re careful not to make it feel like just another pop-up. We have knowledgeable staff on hand who are deeply familiar with the brand, making sure customers can enjoy meaningful interactions while shopping.
Moving forward, we hope to create even more opportunities for people to discover BEAMS PLUS through these events and introduce the brand to as many people as possible.
The store features a carefully curated lineup that fully embodies the BEAMS PLUS aesthetic. From complete outfit styling to accessories like bags and socks, every inch of the space is filled with meticulously selected items.
What is the significance of opening this limited store in Los Angeles?
Last year, I created a poster on my own, inspired by the idea of a world tour, and submitted it to the company. At the time, Taipei was almost confirmed, but Los Angeles wasn’t even on the list of potential locations. I wanted to organize something more engaging than a typical pop-up—an event that truly showcased the essence of BEAMS PLUS. With the brand’s 25th anniversary being such a milestone year, the idea of a world tour started to take shape.
Since we’ve always been inspired by and admired the U.S., the thought of hosting an event there felt like a dream come true. That’s how we ended up proposing Los Angeles as the next destination. The goal of the world tour is to connect with as many people as possible. During our time in Los Angeles, we’re hoping to learn more about the local artists and lifestyle rooted in the area, creating opportunities to build connections for the future while contributing to the local community.
The response to this LIMITED STORE event has been overwhelmingly positive, and I feel it’s helped us clarify our vision for what’s next.
What are you looking forward to or excited about with the BEAMS PLUS LIMITED STORE in LA?
Having the opportunity to bring the world of BEAMS PLUS to life in the U.S., a place that’s part of our brand’s identity, is an invaluable experience for us. To make it even more special, we brought a few shop staff members from Japan to join us for this event. When the Los Angeles project was announced, so many staff volunteered to take part. They’re the ones who consistently uphold the brand’s vision back in Japan, and their dedication to creating something meaningful together has been amazing to witness.
Being in Los Angeles, interacting directly with customers, explaining the materials, and helping with fittings has been an incredible experience for our team. It’s also been a fantastic opportunity to gather real feedback and see firsthand how people respond to the brand overseas. These insights will undoubtedly help us as we shape the future of our stores and strengthen our global presence.
What pieces would you recommend to fans in Los Angeles?
We’ve curated a collection for the Los Angeles limited store that really showcases the BEAMS PLUS aesthetic. The lineup includes staples like button-down shirts, sweatshirts, jeans, and military pants. What we’d really love people to notice, though, is our dedication to original fabrics.
During the reception, many guests got hands-on with the items, and their positive reactions were really reassuring. That said, since the selection is somewhat curated for this store, there are still plenty of other pieces we’d love to share. We’d also love to encourage people to visit our flagship stores in Japan to experience even more of what we have to offer!
Who’s next on your list of potential collaboration partners, following brands like PALACE SKATEBOARDS and J.CREW?
Sperry Top-Sider, known for its iconic American deck shoes, will celebrate its 90th anniversary in 2025. To mark the occasion, we’ll be launching a special collection called “BEAMS PLUS TOP-SIDER” as part of the next Spring/Summer lineup. While we gave a sneak peek at Paris Fashion Week this June, followed by New York, the full collection is set to debut as a major launch.
For several years, we’ve collaborated globally with Sperry, offering exclusive shoe designs not only in Japan but also at BEAMS PLUS locations overseas. However, for this milestone 90th anniversary, we’re taking it a step further. In addition to footwear, we’re expanding into a lifestyle brand concept with a new apparel line, spearheaded by us.
During the pop-up event in December, we’ll also be releasing an exclusive item from the partnership, the “Mil CVO,” in limited quantities. Sperry is one of America’s most iconic heritage brands, so we’re thrilled to share this collaboration with everyone. Stay tuned!
What message would you like to share with customers of BEAMS PLUS?
Fashion today is more diverse than ever, with people expressing their individuality in so many unique ways. In that regard, we’ve been including female models in our official looks for the past few seasons, and it’s had a surprising impact—our Harajuku store has seen a noticeable increase in female customers.
We’ve also heard from our international retail partners that the number of female fans is growing, which is why we’d love for women to feel comfortable visiting and exploring what we have to offer. We’ve realized that BEAMS PLUS is for anyone that resonates with our ethos — the brand transcends traditional categories of gender or style genres.
It was especially exciting to see women trying on items and checking out the collection during the opening event—it really made us happy!
What’s your vision for the future of BEAMS PLUS?
For now, the dream of bringing BEAMS PLUS to the U.S. through the LIMITED STORE concept has come true. Moving forward, I’d love to create spaces that embody the BEAMS PLUS aesthetic in other cities like New York, Paris, and London.
Our flagship stores in Japan already function as curated select shops, from store design and branding to the product lineup. They offer exclusive collaborations and items you can only find there, and we put a lot of thought into how the space itself tells the story of the brand. I want to carry that same attention to detail into new locations, tailoring each store’s concept to fit the culture and vibe of the city it’s in.
Additionally, collaborating with local artists and supporting the area’s industries are key elements we’d like to continue incorporating as part of our unique approach to store creation. We want to contribute to the local community while delivering an authentic BEAMS PLUS experience. Stay tuned—we’re just getting started!
Interview: Megumi Yamano
Photo: Alexa Vitug
Video: Media Cycle Production