When many gentlemen buy casual clothes, they will first think of fast fashion brands such as Uniqlo.
Especially in summer, the consumable attributes of T-shirts, shirts and other items are more obvious, and it is no pity to be cost-effective and seasonally chased. And the quality of the U family is also more satisfactory than the same H&M and Zara, which is certainly worry-free.
However, in recent years, after frequently creating sound with designer/crossover series, it seems that the aura of fashion has become more and more obvious. Of course, being able to start with a low-cost price is undoubtedly an accurate capture of the needs of mass consumers.
But when it comes to the association of personality expression, it is difficult to ask for more, after all, it is originally focused on quality basic models first, there are not many colors, and it is difficult to make mistakes and difficult to shine only by relying on cooperative designers to infuse their personal style here.
After so many seasons like the U series, although the quality is still online, everyone’s reputation and expectation for it have obviously declined a lot.
Especially the current formation
Joint robbery into dogs,
Uniqlo x EG
(Engineered Garments) but no one cares, even when the original price falls, I believe that some officials will smile like me, and then silently harvest a wave of polo shirts.
You said that you can enjoy the splicing reconstruction and detailed craftsmanship of the EG family for less than 100 pieces, when will it be necessary not to chop at this time? This is also the brand that can rekindle my desire to buy U family co-branded models after Jil Sander.
But what makes me think is that it is difficult to ensure that the EG series is also as close as Jil Sander’s joint ride. So is there really no men’s wear brand that can stably output quality and style aesthetics, and conquer classic lovers with style?
Not necessarily. You must know that the brand that can really lead the fashion in Japan is not fast fashion like Uniqlo, but a carefully concocted trend selection store.
– BEAMS –
In the 70s of last century, it was an important node when the Ivy wind on the other side of the ocean began to sweep through the Japanese mainland. As one of the young people who have awakened the tentacles of the trend, Shi Leyang, who is only 25 years old, founded it with his father Shi Le Yue San in 76
and No.1 Store
AMERICAN LIFE SHOP BEAMS
Current BEAMS President Yo Shitara
It is different from the all-encompassing department store form of the time.
Breaking the envelope by flaunting American-style pieces that have been carefully selected and collected by ourselves
, successfully harvested a wave of young fans who pursue novel clothing.
After all, in the 70s, there was still a lack of information, so Japanese youth wanted to buy and could only see it on TV before
These brands’ pieces are quite a headache. The emergence of BEAMS is undoubtedly a stepping stone for everyone to contact foreign trend culture.
The first BEAMS store that showcased UCLA life at the time
With a keen eye for selection, combined with precise and personalized outfit recommendations for each customer, BEAMS sets BEAMS apart from clichéd department stores. Originally only about 20 square meters, this shop has become a Japanese boutique
In BEAMS, they can not only taste the freshness brought by imported products, but also feel the dress culture and optimism from the United States through daily necessities other than clothing.
I believe that everyone will not be unfamiliar with it
Like classic books, it has inspired the fusion and collision of Japanese culture and American style, influencing generations of trendsetters.
At that time, BEAMS also cooperated with “POPEYE” magazine, not only to obtain the latest information about imported culture, but also through the magazine’s selection feature to increase the exposure of the store, jointly opening new doors for Japanese trends.
This classic cooperation model of brand cooperation and mutual support with magazines also laid the groundwork for the later outbreak of the Harajuku trend.
“The years that BEAMS has gone through is like a mirror reflecting the fashion trends that belong to each era. The rise of BEAMS has a subtle complementary relationship with Japanese fashion magazines. ”
“POPEYE” x BEAMS 40th Anniversary Joint Series
With more than 100 stores in Japan, BEAMS has long looked at the world, no longer sticking to the model of sourcing fashion items from all over the world through buyers, but is committed to continuously developing its own regional brands to inject fresh blood into BEAMS.
The image above is just the tip of the iceberg of the BEAMS brand matrix
The number of branches in its house is so large that it basically can’t even count fingers + toes, so Leo also selects 2 brands that are most appetizing to the old men, and adds a different choice for everyone besides Uniqlo.
The establishment of can be said to be a proud work of Shi Leyang to maintain his original intention.
In the late 90s and early 20s of last century, a variety of styles such as street, outdoor function, sports and so on bloomed.
And when the public welcomed the prosperous era of Riharajuku, Shirakoyang was determined to continue
The American casual style of “golden era” in the 40s and 60s of the last century
and reinvent classic menswear with the concept of “practical, easy to match, and timeless”.
Since its launch as a BEAMS feeder brand in 1999,
Basically every season insisted on assembling
Classic, workwear, military uniform, sportswear and other four elements
The design is simple and balanced, and considerable attention is paid to the functionality and comfort of the garment.
This move was naturally not optimistic at the time, but when the transit was moving and the scenery of Riharajuku was no longer there, BEAMS PLUS, which was not swayed by the trend, really had the last laugh.
Obviously, the brand has always presented high-quality men’s clothing from the perspective of vintage, and it can be seen from the tailoring and the LOOKBOOK demo that it is indeed a retro style that can conform to modern aesthetics.
Like the 19ss Lookbook, it was shown that adding a MA-1 jacket to the Preppy combination of blazer + white trousers + canvas shoes was originally thought to be out of place, but the effect presented by layering did not violate the sense, but made the layers more distinct.
Coupled with the white T + blue and white striped shirt on the neckline, the finish of the shape has been improved a lot. Compared to wearing Blazer alone, it somewhat eases the sense of conflict in daily mix-and-match, which is also a popular place like most Japanese retro brands.
This kind of layered spring/summer collection is an anti-human operation in the southern part of the country, but this idea can still provide a reference in our autumn and winter outfits
Items like cargo jackets, suits, checked shirts and more are BEAMS PLUS’s signature pieces, tailored to fit in a thunderer, more comfortable and modern material, without sacrificing vintage details.
The whole series looks more suitable for 20~30 youth/light mature men, creating Sven without being too restrained adult style.
Only items with real warmth and distinctive personality are enough for users to experience the so-called “can wear for a lifetime without being buried by trends” is like; It is precisely this that has allowed BEAMS PLUS to stand for 20 years.
Before the emergence of BEAMS PLUS, the trend of the late 70s had shifted from the American casual style on the West Coast to the elite style on the East Bank, so in order to distinguish it from the American casual style of the main line, BEAMS was founded in 1978 with the “F” for “Future”
BEAMS F focuses on the direction of European clothing culture, focusing on elegant and mature formal wear styles. The main theme is the pursuit of comfort and the beauty of production, suitable for urban gentlemen who are interested in classic menswear.
London’s Savile Row is known to be a pilgrimage destination for lovers of the classics. At that time, when Shi Leyang walked into the flagship store of Gieves & Hawkes on Savile Street, he found a suit with a history of more than 100 years.
BEAMS and Mr. Porter’s collaborative project
When the clerk explained that the suit was made from the same fabric used to make Japanese kimono, it dawned on him that he had been constantly discovering overseas treasures, but he had unknowingly overlooked the far-reaching influence of “Made in Japan” in his hometown.
Since then, Shi Leyang began to think about interpreting classic suits with cuts suitable for Asian fits, and when people gradually focused on elite styles,
It finally came into being in 1978
Tatsuya Nakamura, Creative Director of BEAMS
In addition to the United States, this Japanese brand, which has always focused on exploring the origin of culture, also targets Europe, the origin of suit culture, to create suits that are truly suitable for Asians in Japan.
Soft Neapolitan cuts, structured English double-breasteds, and even a sleek and minimalist Romanesque duo and Navy Blazer, the BEAMS F is all in store.
Overall, Beams F does focus on the Italian style orientation, and the tailoring is mainly soft / unstructured according to the climate, and you will see many brand employees on Beams F social media wearing their own pieces to interpret Sprezzuraza’s daily matching photos.
Its suit fit fits the skinny body of most Asians, and it also offers customized services like traditional suit stores, so don’t be fooled by the casual suit of BEAMS PLUS above: suits are only one of the style elements at BEAMS PULS, and BEAMS F is indeed a solid classic menswear brand.
Like the most exposed in BEAMS F
, has always been one of the popular figures of Pitti Uomo, I believe that you who often pay attention to Pitti street photography will also find his figure.
Although his figure is not obviously outstanding, his deep insight into gentle clothing has helped him stand out among the crowd of men and become one of the characters who can stand out in BEAMS.
Of course, BEAMS F as a serious classic menswear brand, the category of styles does not stop at suits. Casual gentlemen’s attire such as hunting jackets, military shirts/coats and coats can also be found at BEAMS F and are sure to satisfy your elegance.