bEAMS, the Japanese emotional editorial shop, comes to Seoul

beams ‘ identity: more than just a clothing store, it’s a “cultural space

founded in 1976 in Harajuku, Tokyo, as an “American Life Shop,” Beims has been a

has always beenabout curating a lifestyle,not just selling clothes.

at the time, the concept of an editorial shop was new to Japan, and founder Etsuzo Shitara envisioned clothing as a

to influence the culture and identity of the younger generation through clothing.

starting with sportswear emblazoned with university logos, the laid-back sensibility of the American West, and the Beams F

the brand portfolio has since expanded to include Ray Beams, Beams Boy, and Beams Plus.

whatmakes Beams special? A people-centered philosophy

the internal culture at Beams is different from the industry average.

when hiring new employees, we prioritize “love for Beams” over education and experience.

as a result, our turnover rate is less than half the industry average.

each employee becomes an evangelist for the brand’s style and lifestyle.

beams at Home, a glimpse into the real spaces and tastes of our employees,

and “Beams on Life,” which showcases the brand’s philosophy in everyday life, have become bestsellers in Japan.

what’s so special about the first pop-upin Seoul?

beams has more than 170 stores in Japan and across Asia,

this pop-up in Seoulisthe first of its kind in Korea.

the pop-up will feature

bEAMS, BEAMS BOY, Ray BEAMS

interior line bPr BEAMS (bPr BEAMS)

art and culture brand Tokyo Culture by BEAMS

in total, five labels were presented,

and the Seoul Exclusive Edition, which combines the local culture of Seoul, was specially designed for this pop-up.

for example

t-shirts and tote bags with Korean lettering

limited edition merchandise in collaboration with Korean illustrator Namu13

collaborative products with local brands SAMUEL SMALLS and Born to Stand Out, etc

the composition was impressive, blending Korean sensibilities with global sensibilities.

a sensual collaboration withphotographer Siyoung Song

the images released prior to the pop-up opening were created in collaborationwith Korean photographer Song Siyoung.

he has gained attention for his brand/music artwork for various brands such as Newzines

thevisualssensually intersect the streets of Seoul with the aesthetic of Beams.

from the photography to the space organization to the product selection, this project was the best representationof ‘Beams now’ inevery aspect .

why is Beamsin Seoul so special?

the brand’s roots in culture and people-centered philosophy, as well as Japan’s

local sensibilities with local content from Seoul, and we’ve carefully blended the

it wasnot just a pop-up, but a curated brand exhibition.