A collaboration project between the Ministry of Agriculture, Forestry and Fisheries and BEAMS JAPAN has started!
2022.01.26
From January 26th (Wednesday) to February 28th (Monday), 2022, “Tagayasu BEAMS JAPAN ~ Conveying food culture and style ~” will be held at each BEAMS JAPAN store.
“Tagayasu BEAMS JAPAN- Conveying food culture and style” empathizes with the efforts of the national movement “Nippon Food Shift” run by the Ministry of Agriculture, Forestry and Fisheries, and creates an opportunity to become interested in “food” and “agriculture”. This is a project that we will tackle from BEAMS perspective. BEAMS JAPAN, which has been disseminating various aspects of Japanese culture and attractions, has focused on agriculture, which supports Japan's world-class food, and is addressing issues such as a lack of successors to farmers and declining interest in agriculture. We will introduce agricultural culture using an approach unique to BEAMS.
This project will be directed by Tadayuki Kato, who is himself a farmer and director SSZ BEAMS popular original brand SSZ. During this period, there will be `` BEAMS JAPAN Sokubaijo'' where you can buy vegetables directly from farmers in the store, agricultural wear that you can enjoy even if you are not interested in agriculture, ``Tagayasu THE MOVIE'' which documents Kato's daily life wearing two pairs of straw sandals, and , BEAMS staff members who are agricultural amateurs take on the challenge of rooftop farming and publish a picture diary of the experience, aiming to create opportunities for people to think about food in their daily lives.
BEAMS buyer / SSZ director / Kato Farm 4th generation
Born in 1973 in Kanagawa Prefecture. After graduating from university, joined BEAMS. After working as a sales staff member and assistant buyer, he became the buyer in charge of surf skates in 2012. In 2017, he launched BEAMS' original brand SSZ and is active as a designer and director. He is also the fourth generation of Kato Farm, which is based in Ofuna, Kanagawa, and is active as the heir to the farm that has been in operation since the beginning of the Showa era.
Ministry of Agriculture, Forestry and Fisheries × BEAMS JAPAN Special order item
Coach jacket
Size：S, M, L
Price: ¥24,200 (inc.tax)
Pants
Size：S, M, L
Price: ¥22,000 (inc.tax)
Vest
Size：M, L
Price: ¥13,200 (inc.tax)
Tekko
Size：One size
Price: ¥6,600 (inc.tax)
Kato, who usually creates SSZ, has created clothing that can be used for agriculture, but is not too "serious" and is full of details that can be worn on a daily basis. A total of 4 Item number using the navy color, which is a classic wear produced by Kato. All items are made from the same fabric so that they can be worn with a complete coordination.
Terms of sale
・Limited to 2 items per person.
・Reservations, orders, reservations, and mail order sales are not possible.
・The above sales method and rules may be changed due to unavoidable circumstances. Please note.
*Currently only sold in stores.
“Tagayasu ZINE”
Kato, who is the director of this project, has created ``Tagayasu ZINE'' as an extra edition of the zine (= booklet) that he handcrafts every season as a brand catalog for SSZ, which he works on at BEAMS. Kato's zines, which are handmade with handwritten text, illustrations, and photo collages, have been so popular that they have become difficult to obtain every time. In ``Tagayasu ZINE,'' Kato, who works as a farmer and fashion director, writes about his thoughts on agriculture and food. A free gift for those who purchase eligible products at BEAMS JAPAN stores in Shinjuku, Shibuya, and Kyoto. (Limited quantity, ends as soon as it runs out)
``Tagayasu THE MOVIE'' follows Tadayuki Kato, a BEAMS employee who works as a buyer director and is also the fourth generation of Kato Farm, who also works as a farmer.We look at the way he wears the two shoes of fashion and farming, and learn about each culture. Document the back side.
We will give you an ``Easy to grow at home kit'' that allows you to experience the difficulty and fun of growing vegetables.
With the idea of ``wanting people to experience the difficulty and joy of growing vegetables,'' we will give away an ``At-Home Cultivation Kit'' to customers who spend 3,300 yen (tax included) or more at BEAMS JAPAN stores in Shinjuku, Shibuya, and Kyoto. To do. The set includes soil, seeds, and containers, so you can start cultivating right away just by watering. (Limited quantity, ends as soon as it runs out)
What is “Nippon Food Shift”?
As securing a sustainable food supply has become a common global issue, in Japan, food is becoming more externalized and more convenient, while the distance between food and agriculture is becoming greater, and the public's awareness and interest in agriculture and rural areas is decreasing. It's fading. Now that we are searching for a new lifestyle regarding food, in order to ensure that Japan's future food is secure, consumers and producers must work together to see this as their own issue and change their behavior. It is necessary to connect to.
We have responded to the changing times and deepened consumers' understanding of the efforts and ingenuity of all the agriculture, forestry and fisheries workers and food business operators who have supported food in all parts of Japan, and we strive to improve what is good and change what needs to be changed. , take on new challenges. This is a new national movement that supports such efforts.
Official website: https://nippon-food-shift.maff.go.jp/
- Event schedule
- Wednesday, January 26, 2022 - Monday, February 28, 2022
- Holding store
- ビームス ジャパン（新宿）
ビームス ジャパン 渋谷
ビームス ジャパン 京都
Notes on infection control
・Please thoroughly disinfect your hands upon entering.
・Please make sure to wear a mask when entering. Customers who are not wearing a mask may be refused entry.
・Please refrain from visiting if you are not feeling well, such as coughing, fever, shortness of breath, feeling sluggish, headache, sore throat, or unusual smell or taste.
・When the store is crowded, entry may be restricted at the discretion of the staff. Please note.
・Please refrain from talking loudly inside the store.
・店内では他のお客様とのソーシャルディスタンスの確保をお願いいたします。
Thank you for your understanding and cooperation.
- *Due to the influence of the new coronavirus, business days and hours may change. Please contact the store.
“BEAMS JAPAN Conference “Not too serious” agricultural wear that can be worn around town”
YouTube program
YouTube program
"BEAMS JAPAN Conference", which is regularly broadcast on the BEAMS official YouTube channel "BEAMS TV", is a meeting with broadcaster and screenwriter Kundo Koyama who talks about the behind-the-scenes stories of BEAMS JAPAN 's product development and the thoughts behind the BEAMS. This is a program where representative Hiroshi Shitara discusses the program.
In commemoration of ``Tagayasu BEAMS JAPAN'', Kato, who is well versed in street and agriculture, created agricultural wear that can be worn around town but is not too serious, and the director himself explained to the company president and Kundo Koyama.