The first look at Japanese fashion brand BEAMS and its evolution into one of the most significant arbiters of streetwear style and contemporary cool
 
BEAMS, which started as a small shop in the Harajuku district of Tokyo in 1976, has since grown into an influential fashion brand and an arbiter of style in Japan and beyond. To best serve the ever changing patterns of life for new generations of consumers setting trends in fashion and streetwear for over four decades, BEAMS puts collaboration at the core of its philosophy, helping it to become a magnet for young designers with crisp and dynamic ideas

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