Beams has come a long way since 1976, when it first opened its doors in Tokyo’s lively Harajuku district. What started as a small shop selling American casual wear, founded by Etsuzo Shitara, has since grown into a global fashion brand. Known for mixing Western style with a unique Japanese twist, Beams has carved out its own distinct place in the fashion world.
One of its standout sub-brands, Beams Plus, brings classic Americana to life with a fresh, Japanese perspective. It’s all about timeless, quality pieces that feel both classic and contemporary. Today, Beams Plus is still going strong, staying true to its roots while continuing to inspire with new takes on familiar styles.
The Birth of Beams Plus
Beams Plus was founded in 1999 as a homage to vintage-inspired designs, blending a rich sense of heritage with contemporary style. Drawing inspiration from classic Ivy League prep, rugged military workwear, and traditional Americana, it skilfully combines these influences to create a refined yet functional wardrobe for today’s man. While its parent brand, BEAMS, tends to lean towards a more mainstream and commercial appeal, Beams Plus sets itself apart by focusing on timeless wardrobe staples that transcend trends. The result is a collection of well-crafted pieces that offer the perfect balance of classic silhouettes and subtle modern details, ensuring that each garment remains both relevant and enduring.
Design Philosophy
At Beams Plus, it’s all about timeless style with a sharp eye for detail. Every piece is thoughtfully crafted, riffing on vintage classics and silhouettes that never go out of fashion. The aim? To make clothes that age better with time, never chasing trends, and always ready for whatever’s next.
What makes Beams Plus appealing:
-Ivy League Inspiration: Blazers, button-down shirts and knitwear that evoke the relaxed cool of 1950s college attire.
left: B.D Oxford $$210, Centre: Plain Front Shorts $260, Right: B.D Oxford Candy Stripe $240
-Workwear Influence: Fabrics like denim, flannel and canvas; hardy, practical and made to be worn every day.
Left: Work Indigo Chambray $320, Centre: 5 Pocket Denim $290, Right: 6 Panel Herringbone $110
-Military Details: Functional designs with thoughtful details like extra pockets and rugged materials inspired by classic uniforms.
Left: 2 Pack Pocket Tee $120, Centre: 6 Pocket Indigo Ripstop $370, Right: Check Adventure Shirt $490
Global Appeal and Collaborations
While Beams Plus is based entirely in American style, the company also offers a level of Japanese craftsmanship and precision that is often missing in American-made goods. That mixture has helped Beams Plus gain a cult following far and wide from Europe to North America. Over the years, Beams Plus has collaborated with a few well-known brands (Barbour, Champion, Sperry just to name a few) for exclusive collections. These partnerships showcase the brand’s commitment to craftsmanship and great design, reaffirming its place in modern heritage menswear.
Beams Plus x Sperry (Brown) $160
The Legacy of Beams Plus
More than two decades later, Beams Plus shows no signs of stopping. It has become synonymous for those who appreciate vintage inspired clothing with a modern twist. Beams Plus’s collections prove that you do not need to chase trends to have a great style but instead focus on timeless, well made pieces that are built to last.