ULTRALIGHT BEAMS

beamsrizzoli

Since its inception in 1976, BEAMS has been helping define entire dress codes. Only knowing them as serial collaborators until I visited Tokyo for the first time in the 2000s, I was staggered at just how vast their presence was in Harajuku. I don’t know if I was just being easily wowed in the humidity, but there seemed to be an entire street of BEAMS stores. Crucially, the entire product mix and presentation, from kidswear to homeware to menswear was absolutely incredible. Now, with the gift of English language accounts of Japan’s love of Americana, plus the recent POPEYE reprint, everything makes a bit more sense. Fortunately, those smedium larges and a famine when it came to XLs saved me a substantial amount of money that would have been spent on things that just about fitted but were never, ever washed because of a fear of shrinkage making me dress like I’ve had an overnight growth spurt (insert Kenneth Williams innuendo face image here). Rizzoli are putting out a book with the company called BEAMS beyond Tokyo in February next year with contributions by Sofia Coppola and Nigo. Reading the promotional text around it, the project sounds more about the company’s working and collaborative process than a straightforward history, but that sounds good to me.