Founded in 1976, Japanese label BEAMS set out to change the culture and customs of Japan’s youth with casual basics that reflected trends from around the globe. They’ve since become a trusted name with a wide variety of interests, from clothing to interior goods to music and art, while always staying true to their ethos of comfort and flexibility. BEAMS PLUS was conceived in 1999 for the next generation of BEAMS customers, reviving the timeless American workwear and military styles that the first generation grew up on. Authentic, but not nostalgic, BEAMS PLUS offers a lineup of enduring styles for a full casual wardrobe.
This season BEAMS PLUS explores the roots of the four essential categories that make up the BEAMS aesthetic - American Traditional, Work, Military, and Sports. Using modern updates, the Spring/Summer 2016 collection pays homage to original designs and uniforms by digging into the history of each, starting from America’s “golden era” of the mid-1940’s to mid-1960’s. New interpretations of these timeless looks utilise modern fabrics like COOLMAX® and water-repellent materials, making them appropriate for present-day wear.
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