Beams (brand)
| Industry | Department and clothing store |
|---|---|
| Founded | Harajuku district of Tokyo, Japan 1976 |
| Headquarters | Tokyo , Japan |
Key people | Yo Shitara, CEO |
Beams (ビームス) is a Japanese clothing brand established in 1976 in Harajuku, Tokyo by Etsuzo Shitara.[1] The current CEO is Yō Shitara (設楽洋).[2][3] The brand has 167 stores in Japan, and 10 stores overseas, including in Milan, London, and Paris.
About
Beams department stores carry products such as interior goods, furniture, galleries, clothing, shoes, and accessories. Beams clothing department offers shoes, bags, accessories, men's and women's casual, as well as custom tailored pieces. Beams logo and artwork are seen as abstract and have a cartoonish look.[4]
Philosophy
In the future, according to Yo Shitara, president of Beams Holdings, they aim to expand the strength of Japan brand globally.[5]
History
In May 2005, Beams expanded its business internationally. The next store they opened up was located in Hong Kong and began as a woman's clothing shop. In 2006, the company expanded again to a number of different locations.[4] Their most recent store opened in March 2015 in Bangkok.
Collaboration
In June 2017 Beams has collaborated with McDonald's to manufacture a limited edition of Big Mac themed t-shirts, hats, iPhone 7 covers.[6]
In 2020, Beams began doing projects in Social VR spaces, starting with Hikky's Virtual Market 5 in VRChat. The event opened on December 18, 2020, running from December 19, 2020, to January 10, 2021. Since then, Beams has participated in every Virtual Market event since as a sponsor, began their own clothing and premium VR Avatar Line, and started a project on social media under the moniker "Virtual_Beams". Beams began offering Virtual Clothing for avatars that match Real world products in store as a Digital Twin. [7]
In 2024, Beams collaborated with Columbia PFG on fishing jackets and pants.[8]
In 2025, "Virtual Beams" began creating their own worlds in VRChat, under the hashtag "TokyoMoodbyBEAMS", Beams now offers 3D Clothing for popular avatars. [9]
See also
References
- ^ "BEAMS". Haven. 2025.
- ^ "BEAMS: THE AMERICAN STYLE MADE IN JAPAN". graduatestore.fr. July 10, 2020.
- ^ "All clothing by Beams_plus". Mr. Porter. Archived from the original on 16 March 2014. Retrieved 21 February 2013.
- ^ a b "Beams". Virtual Japan. Retrieved 21 February 2013.
- ^ "Beams: Showcasing Japanese craftsmanship in global fashion trends". The Wroldfolio. Retrieved 12 April 2024.
- ^ "BEAMS and McDonald's Have Dropped a Limited Edition Collaboration". Hypebeast. 2 June 2017. Retrieved 12 April 2024.
- ^ "First store opening at the world's largest VR event "Virtual Market 5"! Official and collaboration items also on sale". Beams. 20 December 2020. Retrieved 18 June 2025.
- ^ "A collaboration with Columbia PFG, which is always popular. A collection inspired by the multi-pocket fishing vest, which is the origin of the brand". Beams. Retrieved 12 April 2024.
- ^ "Beams_virtual_staff". X. Retrieved 18 June 2025.
External links