BEAMS Plus FW24 now in-store and online
October 29, 2024
For over five decades, BEAMS has been at the forefront of Japanese fashion, blending Americana influences with meticulous Japanese craftsmanship. Based in Tokyo’s cultural hub of Harajuku, BEAMS has evolved into a global fashion powerhouse, known for its ability to curate and reinterpret international styles. Among its many sub-labels, Beams Plus stands out, offering a fresh perspective on mid-century American menswear. As the FW24 collection launches, we delve into what makes BEAMS a lasting force in contemporary fashion.
BEAMS: A Global Vision Rooted in Japanese Culture
Founded in 1976 by Yasuyuki Yoshinari, BEAMS began as a small boutique aiming to bring the spirit of Americana to Tokyo. The original store, known as the ‘American Life Shop Beams’, introduced Japan to the lifestyle of U.S. college campuses, merging fashion and cultural aspiration. Today, BEAMS boasts over 150 stores across Japan and has earned a reputation for its curated global style, blending Western influences with Japanese precision and design.
Beams Plus: Americana Reinterpreted
In 1999, Beams Plus was launched as a tribute to the golden era of American menswear, specifically the period from 1940 to 1960. Drawing inspiration from Ivy League, outdoor, military, and workwear styles, Beams Plus stays true to its roots while offering a distinctly Japanese interpretation of these timeless looks. As Yasuyuki Yoshinari notes, “We want to showcase Japanese craftsmanship in a way that resonates globally.” This fusion of heritage and modernity is what continues to make Beams Plus a standout label for those seeking quality-driven, enduring fashion.
The Precision and Artistry Behind Beams Plus
What truly sets Beams Plus apart is its commitment to craftsmanship. Every piece in the collection is designed with meticulous attention to detail, from hand-selected fabrics to precision tailoring. BEAMS PLUS doesn’t just create clothing—it tells a story, reflecting the brand’s dedication to heritage and design.
The FW24 collection highlights this craftsmanship, with fabrics sourced from historic mills in Japan and the U.S. The use of selvedge denim, wool blends, and heavyweight cotton canvas speaks to the collection’s focus on durability and timeless appeal. These materials are crafted using time-honoured methods, including hand-weaving and shuttle looms, which ensure that each garment is built to last and develops a unique patina with wear.
Each item in the collection carries the spirit of the era that inspired it. Military-style field jackets feature reinforced stitching and utilitarian pockets, perfect for both modern-day urban explorers and as a tribute to post-war American workwear. The knitwear, designed with understated textures, evokes Ivy League sensibilities but is updated with contemporary fits, allowing the wearer to bridge the gap between classic and modern style effortlessly.
Yasuyuki Yoshinari sums it up perfectly: “Our aim is to create clothing that tells a story with every wear. These are pieces designed to be lived in, to gather memories and experiences along the way.” This philosophy is at the heart of BEAMS PLUS—an unwavering dedication to creating garments that age gracefully, both in style and in sentiment.
BEAMS PLUS FW24 Collection
BEAMS PLUS builds on its strong foundation of high-quality craftsmanship and modern reinterpretations of timeless silhouettes. In the Fall/Winter 2024 collection, the brand further explores rich textures, offering a diverse range of "modernised basics" that blend classic design with contemporary appeal.
The MIL 6 Pockets Tiger Stripe Jacquard Pants are a standout example of BEAMS PLUS’s approach to reinterpreting military aesthetics. These trousers combine a classic military fatigue design with a tiger stripe jacquard pattern, transforming a functional staple into a bold statement piece. This marriage of utility and craftsmanship reflects the brand’s ability to elevate traditional designs for modern wearers.
Similarly, the Fishunting Jacket in Animal Camo draws from outdoor influences, reimagining traditional hunting gear with a bold, contemporary camo print. This piece showcases BEAMS PLUS’s talent for blending functionality with expressive design, creating garments that honour the past while pushing fashion forward.
The MIL Open Collar Indigo Plaid Discharge Print shirt takes inspiration from classic American workwear. Crafted using a unique discharge printing technique, the shirt features a subtle plaid pattern that evolves with time. The indigo-dyed fabric gradually fades, telling a story of wear and experience—a hallmark of BEAMS PLUS’s design philosophy.
The Full Zip Shawl Collar Knit, a piece that exemplifies BEAMS PLUS’s ongoing dialogue with Ivy League style, is an unmistakable hallmark of collegiate fashion. It harkens back to the sophisticated leisurewear donned by Ivy League students in the mid-20th century. Historically, this detail was more than just aesthetic—it was a practical choice for warmth and comfort, often seen in varsity sweaters and casual blazers worn on campus lawns.
