A striped shirt with a zip where you expect buttons. A denim work jacket with a corduroy collar and a splash-bleached finish. Relaxed cotton trousers with adjustable hems.
Our first BEAMS arrival is full of familiar clothing approached a little differently. You can see the workwear, sportswear and vintage influences, but the combinations give the collection its own personality.
BEAMS is now available at Unit 17, online and in our Cardiff store. If you already know the name, there’s plenty to explore. If you’re discovering it for the first time, the story begins with a small shop in Tokyo and a fascination with American life.
Who are BEAMS?
BEAMS is a Japanese retailer and clothing brand founded in 1976 in Tokyo’s Harajuku district.
Its first shop, American Life Shop BEAMS, occupied around 21 square metres and was modelled on an American West Coast student’s room. The idea was to introduce customers to American clothing and the lifestyle surrounding it.
That same year saw the launch of POPEYE magazine, which helped introduce the young shop to a wider audience. Both became associated with a Japanese interest in clothing, culture and the way everyday things were put together.
BEAMS grew into a business spanning its own clothing labels, international brands, collaborations and lifestyle goods. That retail background helps explain its broad outlook: clothing sits alongside interests in design, music, art and the objects people choose to live with.
For customers, the result is a brand with plenty of variety. A washed denim jacket and a technical shirt can both belong in the same collection, with different ways to wear each.
American influences, a Japanese perspective
American casual clothing runs through the BEAMS story. Denim, work jackets, military garments and Ivy League dressing all form part of that background.
Its collaborations have brought the story full circle. BEAMS has worked with names including Levi’s, Red Wing, L.L.Bean and Timberland, revisiting brands associated with the clothing that originally inspired it.
The main BEAMS label describes its approach as “Basic & Exciting”. Its influences extend across workwear, military clothing and sportswear, alongside Ivy, rock, surf and skate style.
You can see that approach in our arrival. The striped shirt keeps its recognisable pattern but gains a zip and side pockets. The cotton trousers have a drawstring waist and an adjustable hem. These changes affect how the clothes feel and function, as well as how they look.
That is what makes the collection interesting to explore. Some pieces offer a small change from something you already wear; others give you a stronger pattern, texture or shape to build an outfit around.
What is the difference between BEAMS and BEAMS PLUS?
BEAMS has several labels, each with its own focus. Two names you’ll often encounter are BEAMS and BEAMS PLUS.
BEAMS is the original men’s casualwear label. It takes a broad approach to contemporary everyday clothing, drawing from the different influences described above.
BEAMS PLUS has a more specific foundation in American clothing from the 1940s to the mid-1960s, reinterpreting those styles as modern utility wear.
Our new collection at Unit 17 is the main BEAMS label. The arrival includes denim outerwear, zip shirts, textured knitwear, easy trousers and accessories, giving you several ways to get acquainted with it.
A closer look at BEAMS at Unit 17
The Stripe Zip Shirt
The BEAMS Stripe Zip Shirt in White is a good introduction to the collection.
Made from 100% cotton, it combines a striped pattern with a zip front, a relaxed shape and pockets concealed in the side seams. Those details let it work as both a shirt and a lightweight outer layer.
The zip changes the feel immediately. Wear it open over a white T-shirt with dark trousers, or fasten it for a cleaner outline. It has some of the familiarity of a traditional striped shirt, with the practicality of a light jacket.
If you already wear Oxford shirts or overshirts regularly, this is an easy way to try something different without having to rethink the rest of your wardrobe.
The Used Denim Coverall
The BEAMS Used Denim Coverall in Indigo Used takes its shape from a work jacket.
It has room through the shoulders and body, oversized patch pockets, triple-stitched detailing and corduroy trim at the collar. Washing and a splash-bleach treatment give the denim a worn appearance, with some variation in the finish between individual pieces.
Here, “coverall” refers to the jacket style, while “Used” describes the finish.
This is one to consider if you like denim outerwear with visible character. The collar, pockets and fading give you enough detail to keep the rest of the outfit simple. Try it over a grey sweatshirt with dark brown trousers, or with ivory trousers to bring out the contrast against the indigo.
The Basic Twill Easy Pants
The BEAMS Basic Twill Easy Pants in Dark Brown offer a quieter introduction.
They use cotton twill with a relaxed fit, a slightly shallow rise and an elasticated drawstring waist. The hems are adjustable, allowing you to change how the trousers sit around your footwear.
That adjustment is useful when moving between different shoes. Leave the hems open for a looser fall, or draw them in to gather the fabric more closely above a trainer.
Dark brown is particularly versatile with pale blue shirting, cream knitwear and washed denim. It also gives you an alternative to black or navy without being difficult to combine with existing clothes.
The Bouclé Stripe Cardigan
The BEAMS 5G Boucle Stripe Cardigan in Natural brings texture into the selection.
Its heavyweight 5-gauge knit has a looped bouclé surface, with stripes in natural, beige and cream tones. A V-neck, button front and ribbed cuffs and hem complete the design.
The restrained colours make the texture and pattern easier to wear. Put it over a plain T-shirt with indigo jeans, or combine it with dark trousers for a stronger contrast.
It’s a good choice if you want one piece to change the appearance of an otherwise simple outfit. There is enough going on in the knit that you can leave the surrounding layers plain.
How does BEAMS fit?
Several pieces in our arrival are described as relaxed, including the Stripe Zip Shirt, Denim Coverall and Basic Twill Easy Pants. That gives you an indication of the intended shape, but it doesn’t mean every BEAMS garment fits identically.
Avoid automatically sizing up simply because BEAMS is Japanese. Start with the individual garment’s measurements and consider how you want to wear it.
For a shirt or jacket, compare chest width, body length and sleeves with a similar piece you already like. If you plan to layer a sweatshirt underneath, account for that too. With trousers, check the rise and room through the leg alongside the waist.
A relaxed cut can look quite different depending on length and footwear. Trying the whole outfit together helps you decide whether you like the intended shape or would prefer another size.
If you’re shopping online and unsure, get in touch with us before ordering. In the shop, you can compare sizes and see the different fabrics together.
Shop BEAMS in Cardiff and online
Our first BEAMS selection covers several sides of the label, from washed denim and cotton twill to textured knitwear and technical styles. You can start with a straightforward pair of trousers or choose a jacket or shirt that becomes the focus of an outfit. For other Japanese clothing check out our EDWIN collection.
Visit Unit 17 at 12 Morgan Arcade, Cardiff, CF10 1AF, to explore the collection and try it on. You can also shop BEAMS online at Unit 17, with help available if you need advice on a particular piece or fit.
