BEAMS was founded in 1976 with the goal of changing the culture and customs of Japan's youth.

Today, fashion is no longer limited to what we wear but has come to encompass all aspects of daily life. The fashion business has ceased to merely purvey products but has become a mediator of information on goods, conveying how customers feel satisfied and comfortable. Through the years, BEAMS has been a mirror of its times. The range of products chosen through the BEAMS' EYE are a clear expression of a vision at customers then select and purchase. This form of vision marketing presupposes a deep-seated trust in BEAMS, and this level of trust can only be built upon a history of making the right choices. Recently, customers who frequented BEAMS when it had just opened have begun patronizing the store along with their children. This trust that two generations of customer s now place in us, though trust is a vague and mercurial thing, makes us believe t hat our goal of becoming the favored store of a new generation has come some way toward fruition.

We see Tokyo becoming a focal point where new trends and styles emerge and are dispersed to the rest of the world. Catching a faint glint of light, the BEAMS' EYE selects an infant idea and develops it into a full-fledged n. Crossing borders, genres and generations, BEAMS is extremely flexible in its adaptations. Yet what is common to each BEAMS adaptation is an understated, discriminating style that suits the day-to-day lifestyle.

To know what's fresh, what's comfortable, what moves us, what expresses us. To provide reasonable and subtle items of happiness that bring dreams to life; items that bring us together in our personal, everyday space and time. To always seek excitement, and then to share. To lay a new set of rules that transcends tradition and prestige for those that enjoy quality in daily life. – These are our roles. Keeping poised attention on time, we aim to be the leading force behind lifestyle and culture.