The "Utsurun-desu™" disposable camera, celebrating its 40th anniversary, and "BEAMS JAPAN" celebrating its 10th anniversary, are collaborating!

The "Utsurun-desu™" was the world's first disposable camera with a built-in film, launched on July 1, 1986, and was created with the concept of allowing anyone, anywhere, anytime to easily enjoy taking pictures.

To commemorate the 10th anniversary of BEAMS JAPAN and the 40th anniversary of the disposable camera "Utsurundesu™", a special Special order collection has been created with the theme of "not just the fun of taking pictures, but also the fun of carrying it around as a fashion item."

The lineup includes a set of an orange silicone cover and camera body inspired by the design of the original "Utsurun-desu™" (disposable camera), as well as a braided strap, a 2-way bag, a cap, and an album.

Starting July 1st, 2026 (Wednesday), which marks the 40th anniversary of its release, it will be available for purchase at BEAMS JAPAN stores and BEAMS ONLINE SHOP.
*Product availability and stock levels may vary from store to store.

Utsurun-desu™ COVER SET -Daidai Edition-: ¥8,800 (tax included)
Braided strap: ¥2,750 (tax included)
2-way bag: ¥7,920 (tax included)
Cap: ¥7,480 (tax included)
Album: ¥2,750 (tax included)

To coincide with the release, BEAMS JAPAN, which has been promoting the charms of Japan, will launch "BEAMS JAPAN meets Utsurun-desu™" as part of its unique initiative. Scenes from various parts of Japan, photographed with Utsurun-desu™ by BEAMS JAPAN staff at 12 stores nationwide, will adorn the storefront of BEAMS JAPAN (Shinjuku).

Furthermore, from July 1st (Wed) to July 22nd (Wed), customers who purchase the "Fujifilm QuickSnap™ COVER SET -Daidai Edition-" at any BEAMS JAPAN store nationwide will receive a ticket for 10% off the digitization of their photos (film development) using Fujifilm's official image data receiving app, "Fujifilm QuickSnap+".
*Distribution will end once the maximum number of items has been reached. Please note that purchases made through BEAMS ONLINE SHOP are not eligible for this offer.

A limit of 27 photos. The thrill of developing the film. The unique texture of film. Take this opportunity to enjoy the joy of photography from "those days" that you can't experience with a smartphone.