The Beams Plus Brand Story
We are very pleased to welcome premium Japanese brand, Beams Plus to the Urban Industry store. A brand that I’ve bought personally for years as their classic shirts are a perfect fit!
Beams Plus is widely well regarded for interpreting classic American menswear especially from the mid-1940s to mid-60s when the US was coming out of World War 2 and its economy started to boom. The war had played a great part in shaping some of the civilian fashions and Beams Plus capture this styles immaculately blending military, with work wear, sports and traditional American mens fashion.
Beams + started as a tiny shop in Harajuku, Tokyo in 1976, its store name was taglined American Life Shop BEAMS. The tides had turned after a gloomy era of depression and political turbulence, and the youth, influenced by images of American culture that they saw in movies and on TV, were hungry to get their hands on something other than army surplus. A small group of young men traveled to California and returned with bags full of American fashion and lifestyle products to sell – and that was the beginning of BEAMS.
The store was styled to replicate that of a UCLA dorm room and this stood out in Japan as the first of its kind. The store quickly expanded its offerings to include European brands, high-end designer labels and women’s fashion, BEAMS PLUS was launched to sustain the company’s passion for genuine American styles.
Today we proudly stock many of the staple Beams Plus items including its classic shirting, trousers, sweatshirts and accessories.
Currently directed by Hideki (Harry) Mizobata, BEAMS PLUS private label collections are designed in-house by a team of dedicated professionals.