What is BEAMS BOY? What is the BEAMS BOY’s style look?
We have our own commitments grounded in menswear rules.
To enjoy the clothes we wear without being swayed by fads, we need to keep many rules in mind.
How do you select and incorporate BEAMS BOY’s clothes into your everyday look?
How do you dress down?
Here are our tips based on the rules we’ve learned so far.
Choose clothes according to scenes in your everyday life, and your day will be much more enjoyable.
Because clothes can help you make it happen.
Overalls top our list of favorite workwear. As they saying goes, an army marches on its stomach. So, it’s crucial to have a good meal before work. Eating is an essential part of your work, you know. Want to take a huge bite of a hamburger? Put a bandana around your neck first, then dig in! Yummy!
Arm Yourself with Overalls for a Big MealEvery time we travel to the U.S., we are amazed at what a good appetite the people have. All meals are served with big portions and each dish is huge. Seeing people enjoying these big meals always make us happy, too. We’re not making excuses either because we love to eat, too. To be honest, we want to eat as much of our favorite food as possible during one meal of the day without caring about anything else. And, for just such an occasion, we opt for overalls as they feel comfortable even with a stuffed stomach. This garment is perfect especially when going out for a hamburger, our favorite food. They build up our appetite and lift our mood up. We also have to be careful not to get our clothes dirty even when we’re busy eating. Be sure to bring a bandana with you to accent your look, too.
We have a hardy appetite. Though we can’t have an American-sized meal three times a day, we dress appropriately when having a big lunch or dinner. In this case, our appropriate attire means overalls. They feel comfortable even when our stomach is full after a good meal. And don’t forget to bring a bandana with you to tie around your neck. It looks stylish and keeps the crumbs off your clothes even when you are focused on eating.
A stenciled white tee and cargo pants are our uniform when doing laundry. Do they look like combat fatigues? Well, let’s just say we are serious about our daily chores. Lessen the ruggedness with a cute bandana wrapped over your head.
White T-shirt for LaundryIf you love clothes, then you should be particular about your laundry, too. Durable products and thick-cotton clothes can be thoroughly washed and tumble dried. Through repeated shrinking and stretching, the fabric will fit your figure even better once the color starts to fade. Though we do laundry at home, going to the laundromat is something we also do every now and then. There we love to do laundry with a sweet-scented American detergent and dry all the cloths at once in a gas dryer. In the U.S., machine-drying is more common than sun-drying. The clothes will look even lovelier after neatly folded at the laundromat. Some places also have a sneaker washing machine to make your canvas kicks super clean. It’s nice to spend your day-off at the laundromat with a half-read book. And, of course, we should pay appropriate attention to what we wear on laundry day, too. A white T-shirt may look good as it reminds us of fresh white clothes, while a pair of military pants gives you extra energy. Need some twists? Then tie a bandana around your head in an ingenious way. It will drastically change your look.
On laundry day, we wear a white T-shirt, picturing fresh white clothes in our mind. Just stuff your laundry in a bag and visit the laundromat. It’s great to smell the fresh aroma of Downy wafting up from the warm, newly washed and dried clothes. After bringing everything back to home, fold them neatly before putting them in the drawers to prevent any unwanted creases. Do it with great care and consideration, thanking each article of clothing for comfortably wrapping your body. As for T-shirts and sweatshirts, be sure to make them the same width when you fold them nicely. A pile of neatly folded clothes brings a little bit of happiness each time you look at it.
When riding a bike, we tuck our pants into our favorite socks. Then, we shoulder a backpack properly and put on a Yankees cap for BOY’s ideal bike commuting look. Go for a Hawaiian shirt to wear underneath the anorak. The shirt hem peeks out, just as we intended.
Tuck Pants into Socks When BikingWith people currently spending more time at home and trying to social distance, it is no exaggeration to say there is more and more enthusiasm for cycling than ever before, even though it’s been a popular sustainable activity for some time now. Your bike is a reliable partner as it helps you broaden your horizons, taking you everywhere from your workplace to school to a little jaunt on your day off. We do love cycling, too, and socks are always a statement in our biking outfit. That’s because we tuck our pants into them to prevent the hems from getting tangled up in the chain. So, the socks are what stand out in the outfit. It is therefore important for us to have a variety of socks in many different colors. And, have an anorak for the top. Many girls think pullover jackets are annoying, but BOY girls value their wind- and waterproof properties and other functionality. Find one you like and hit the streets on your bike.
Our ideal biking capital is San Francisco in the U.S. Because cycling is an eco-friendly, healthy transportation option, we commute by bike more often once the weather warms up and will stop by our favorite coffee shop. Whenever riding a bike, we tuck our pants into the socks to prevent the hem from getting caught in the chain. As a person who usually pays close attention to socks even though they’re not that visible, we feel happy showing them off while cycling. It may sound like an exaggeration but it’s definitely the most important piece in the look. Along with ones in happy colors and designs, simply designed socks with embroidery on each ankle are also our favorite. We may get new pairs again in this season, then we’ll have to find room in our closet.
When softening your newly-bought stiff denim pants to make them fit better, pair them with a baggy football T-shirt for an extra relaxing feel. You’ll look relaxed as the top hides your curves, while the shirt can create a perfect balance between the pants and kicks.
Improve Your Denim Pants Even at HomeWe love denim pants more than any other type of pants. And our best denim pants are a pair worn so much they fit perfectly. We do want our pants to have an excellent fit from the hips to belly, so it’s okay for BOY girls to do everything they can do to achieve it. We’ve heard that the boys, who loved the American Casual style, used to keep their jean on when taking a bath or rolling around on the beach after a swim in the sea to make the color fade. Perhaps that was taking things a bit too far, but we dare to sleep in our denim pants to soften the fabric. We also try some unusual postures to make nice creases with the hope to giving a quaint, vintage look to the pants. In such a case, watching a movie is also a good option for altering their fit as you’ll stay in the same position for a long time. Put your brand-new sneakers on, grab a cup of popcorn, sit back on the couch, and watch a movie like a naughty kid, stretching out your legs on a chair and laughing out loud. That’s what people do in American movies. If we really do that in a multiplex, someone might say something, but it’s totally okay to do that in your own home. Hopefully, your denim pants will adjust to fit you better as you laugh and cry watching the movie.
If we have some spare time, we use it to make our favorite denim pants look distressed. Chilling at home is no exception. As long as we can make our denim pants fit better, it’s not a struggle for us. But, it’s boring doing nothing, so let’s watch a movie. Try your favorite classic masterpiece. They never get old and we can pick up fashion tips at the same time. Isn’t that nice? You can stretch your denim pants while enjoying popcorn on the couch?
Stand by Me(’86) Set in a small town in Oregon in the 1950s.
From the narrow-neck tees to the worn-out denim pants to the multi-striped tees, there are many iconic looks to learn.
Back to the Future(’85)You can see both 1950s and 1980s American-style outfits in this movie. We love that Marty, the lead character, wears both of these outfits.
The Bad News Bears(’76)Along with very cute baseball uniforms, many different children’s outfits from the 1970s are featured in this movie. We always head to a vintage store after watching it.
Easy Rider(’69)You can enjoy both hippie fashion and the Ivy League style in this movie. The new Hollywood movies are, however, not the best option to watch when you are depressed, we think.
West Side Story(’61)Although no relation to the story itself, the costumes in this movie have something in common with the looks in the book TAKE IVY because of the era when the clothes were made.
American Graffiti(’73)This movie is full of American youth culture and fashion from the 1960s, an era when the country faced turbulence. Be sure to check out the timeless T-shirt-and-denim-pant looks.
Annie Hall(’77)Needless to say, this is our all-time favorite masterpiece. From the outfits worn by Diane Keaton and Woody Allen to the New York City landscape at the time, everything in this movie will fascinate us forever.
To go back to BEAMS BOY’s roots, we prepared two books entitled BOY’S RULE. Both these exclusive denim pants made by orSlow and these exclusive canvas sneakers crafted by Moonstar are spin-offs from the books. We love to make our newly-bought but slightly tight denim pants fit better by wearing them, and try our brand-new kicks at home after re-lacing them from scratch. Because that’s what really comes natural to us.
We don’t care to use an umbrella, so dressing for a rainy day is important for us. A rain hat is a great alternative to an umbrella, and a waterproof jacket and weather-resistant shoes are must-haves. Adding a functional durable bag makes the outfit perfect. As a whole, the style is somewhat traditional.
No Need for an Umbrella Even If It RainsFor some reason, our initial impression of people in America was that they wouldn’t want to use an umbrella. Then, after traveling there, we were so surprised to find that our initial idea turned out to be correct. Many people just put their hoods be it drizzle or even a torrential rain. Not that we have been influenced by this, but we also seldom use an umbrella. That’s because plenty of our favorite products are durable and rainproof - the right time to demonstrate their functionality is definitely when it’s raining. Also, we need to wear bright colored clothes on a rainy day to lift our mood. Yes, singing while walking is good, too. Rain always reminds us of Gene Kelly singing and dancing in the movie Singin’ in the Rain, wouldn’t you agree? We cover our bag with the coat, and put a cap on if the coat doesn’t have a hood. As for pants, we opt for cotton so that we can wash them right after coming back home. When will the rain start? The reason BOY girls constantly check the weather forecast is not to bring an umbrella, but to think about what we can wear.
Unless it is pouring down rain, we won’t use our umbrella because our rainproof gear keeps us cool and stylish sans umbrella. When checking the weather forecast, we start with the weekly one, carefully looking at the night before as well as the following morning. Checking the rain radar regularly on the weather app makes us feel as if we can’t wait for rain. Just so there’s no misunderstanding, we hate typhoons and sudden heavy showers.
We are easily swayed by movies we watch. For example, we will wear a multi-stripe tee as part of our travel-inspired outfit right after viewing Stand by Me. Today’s snack is a piece of blueberry pie also from the movie!
After Watching a Movie, Wear the Same Outfit as the CharactersWe love movies so much that we are glued to one whenever we have some spare time before bed or on a day off. Instead of the story and music, the characters' costumes are what catches our attention first. We cannot help but copy their looks after immersing ourselves into a movie for two hours. Movies show us various styles of clothes from different eras and are a great fashion reference. Take the movie Stand by Me as an example. Since we were kids, we’ve watched this road movie about four boys so many times. Each boy’s outfit gives us a glimpse of American culture. The multi-stripe T-shirt is our favorite above all, because it is an essential component of a 1950s boyish look. Just pair it with Western boots evoking Arizona or New Mexico, homes to Native Americans. The movie also gives us an appetite for some American snacks, so go for a piece of blueberry pie. The nostalgia makes it taste even better after watching the film.
We tend to think of America as a country where public interest in healthy, natural food has been on the increase for a long time. Yet, the people still love sugary snacks. And, we do like the latter, too. The cute American candy and snack packaging always brightens our day, so we bring some with us all the time. Especially after watching an American movie, we are really eager to get some snacks the movie characters also had. Well, after all, we need our snack time. Below are some of BEAMS BOY’s favorites. Try them.
Lay’s One of the most popular brands of American potato chips. Often used as a garnish, we find them pretty salty, but that’s the authentic taste.
Rocky MountainNo home party in the U.S. is complete without Rocky Mountain marshmallows. They are cute, but, even with a bunch of friends, we always can’t finish one bag.
m&m’sThe package is too cute not to get them. Go for the U.S.-made ones. Don’t confuse them with the sturdy and crisp package made in Japan.
WRIGLEY’SThe gum’s sweet aroma reminds us of the U.S. It’s the exact opposite of xylitol gum and won’t freshen your mouth.
ALTOIDSWe buy these mints just because of the cute package. If it’s made in the U.S., that’s enough for us. Add some stickers to make your customized can.
Jelly BellyColorful jelly beans make us feel happy just by having a bag of them. There are some weird flavors but it’s always fun to try them.
This track suit made exclusively by NEEDLES is our staple walking outfit for this spring. Because we want to wear it as much as possible, we are walking more often than ever. That means we can be stylish and healthy at the same time. Wear the belt bag high and tight along the waist for a more BOY-ish look.
Our favorite track suit is too cool to be worn just as athletic wear! So, we sport it more often as a street outfit. Just by swapping bags and putting a coat on, you can turn it into a completely different look. Shall we keep walking as far as we can? Let’s get fit!
Go for a Walk in Your Fav OutfitWe’ve fallen out of shape, staying home for such a long time. We all know that leading an active lifestyle is beneficial for both our physical and mental health, so we should walk for at least an hour a day. Then, how about having fun creating our ideal look for the activity rather than just wearing functional athletic clothes? It will motivate us and make our walking activity an opportunity to get dressed up. When it comes to athletic wear, the first thing that comes to mind is a track suit. There are many stylish ones out there, so go get your favorite and sport it stylishly. You’ll feel uplifted. Don’t forget to shove your essentials such as your phone and wallet into a belt bag. We must neatly wear our bag high at the waist just like an old guy in the U.S. It makes us feel we have better posture. What shoes should we incorporate into our day-off walking look? Sneakers, of course. It’s definitely the time to wear a treasured pair from our huge collection of kicks. Although a track suit goes with any kind of sneakers from hi-tech to old-school, these running shoes with a built-in pedometer are a fun option.
With more and more opportunities to work from home, our lifestyles have changed dramatically in recent years. We first started walking to keep fit, but now it’s a very important refreshing activity for us. One of the biggest reasons is we want to wear cool athletic wear that motivates us to walk. We are not serious enough to jog, but want to wear something nice to express our unique style. Always particular about clothes, we dare to think about what to wear for a particular activity and try something new. Fashion is what gets us going. This track suit is made exclusively by NEEDLES for our latest collection. It is perfect for motivating us to get up and go out for a walk. With this super adorable track suit, we feel like we can walk forever.
This first-date outfit looks a bit too sweet for us, yet it has a series of ‘sweet’ items that meet our aesthetic requirements. From an elegant blouse with delicate lace to a skirt inspired by a secondhand button-down shirt, each has a unique backstory. Layer a thermal shirt underneath, of course.
After dating a month, we are eager to express our true selves with clothes. Let’s see how your date will react when you have on a vintage-looking football T-shirt. It also hints at our love for American cartoon and movie characters. Wonder if our date will give it a nod.
Our partner may already kind of know our BOY-ish taste as it’s been three months since we began going out. So, it’s time to show our real character. Look at the Hawaiian shirt layered on a narrow-neck white tee, uncuffed chinos and backpack worn properly. Love us as we are!
Wear Sweet Clothes Backed by Stories for Your DateWhen going out with our partner, we want to look the sweetest we can. We may choose a blouse instead of our staple button-down shirt, or swap our lovely worn-out denim pants for a skirt. Just being cute is, however, not enough for us. Does that sound weird? What we want to wear is clothes and accessories with stories and tradition, though they look ordinary at first glance. Each workwear and vintage piece has an endless number of backstories and trivia. As one of the criteria for picking clothes, we should pay attention not just to the design and comfort, but also the background. And, that is the reason we layer a thermal shirt under our blouse and choose an oxford skirt inspired by vintage clothing. As a girl who doesn’t wear heels, we opt for a pair of Jack Purcell sneakers for the first date. We want to gradually reveal our true selves with each date. If your partner accepts you wearing a Hawaiian shirt and chinos, and if you think that person is the one, you are a true BOY girl.
If you sort things into whether they’re attractive or not, BEAMS BOY would be the latter, generally speaking. We don’t like to butter people up, but even so, we want to be somewhat more attractive. So, our first-date look is created with a modest amount of BOY-ishness. Watching how our partner reacts, we try to gradually get him/her accustomed to our tastes. If possible, we hope to ultimately enjoy the style together! Our preferences won’t change, so we have to find someone who can fully accept who we are.
Put a deodorant stick, band-aids for blisters, reusable bag from Whole Foods Market, our favorite pennant pouch with post-workout candies, bandana, coin case and lip balm in a waist pouch to get ready for an outing. Are we taking too much stuff?
You’ve decided to take a small cute bag on your date, so you should select what goes in it carefully. We take a spare accessory as well as mints for fresh breath. Trade the bandana for something with lace. A calming landscape photo of our spiritual home, Arizona, and a pair of dice for quick decision-making when in doubt are also must-haves.
A backpack can carry a lot and we always stuff too many things into it. Socks, spare tee, two bandanas, tumbler bottle, stationery, lunchbox, apple, pouch filled with candies and accessories, my dear old stuffed doll, etc. “Aw, it’s heavy now!”
Things to Put in Your BagWho was it that said “The contents of a person’s bag reflect the owner’s individuality”? Maybe it was a school friend, but it makes sense, we think. Though the design is based on a men’s travel bag the Birkin, one of Hermès’s masterpieces, it was created for women to shove all her belongings into it. And we BOY girls also put all our essentials into our bag. Many of those are made in the U.S. or designed by American brands, while the rest have excellent functionality and aesthetics. What we put in our bag changes completely according to our look for the day. We definitely have our tumbler bottle if the bag is big enough as well as a spare T-shirt and socks, necessities if we suddenly want to modify our outfit. And, a spare accessory is also essential for a quick change. A BOY girl should bring a bandana as a handkerchief, too. Oh, and there’s something we always put in our bag. Candies to lift our mood when we feel the need to nibble on something. Be sure not to forget them.
Because of our love for the U.S. and its culture, our bag is full of things related to America. We dare to choose products from American brands. It’s even better if they are made in the U.S. If nothing’s available, we may go for utilitarian items or things with an Americanized simple yet cheerful design. Always express your individuality using things only visible to the discerning eye.
As the cold weather subsides and it’s more and more comfortable outdoors, switch your pajamas for a thermal shirt. You might normally it with matching bottoms, but we would opt for comfy ribbed leggings for a change. We need to pay attention to the color combination of our clothes even at home, so accent the look with colored socks.
We always start our day with a cup of coffee. Layering a garment over your pajamas will get you geared up. The adorable sleeveless hoodie with a 1980s feel goes perfect with the thermal tee, especially the sleeves sticking out from the cut-off sleeve hoodie.
A Thermal Shirt for SleepAmericans usually change into their pajamas before going to bed. We do the same, and we always opt for pajamas made of cotton. Though baggy, they look nice and are relaxing, too. We wear something functional and gentle on the skin as experts say a person loses more than a glass of perspiration while sleeping every night. That’s why we wear a thermal shirt as a pajama top. Before it was procured for military use, this moisture-absorbing and heat-retaining waffle fabric was used for underwear and athletic wear and gained a reputation for keeping the wearer warm. A good match is pajama pants because military personnel used to wear full-body underwear made of thermal. Even so, we BOY girls find it fun to mix the shirt with leggings made out of a different fabric. Every morning we throw on a cardigan or pull a hoodie over our thermal shirt after we get out of bed. We then brew a cup of coffee, weak coffee that is which reminds us of diner coffee in the U.S. Such a laid-back morning gives us the feeling that today will be a great day.
You may already know that a thermal shirt is the all-time staple underlayer for BEAMS BOY (see BOY’S RULE NO. 2), and we started also wearing this item as a pajama top since spring. Because everyone sweats a lot while sleeping, we think it’s best to wear cotton to bed. The waffle fabric allows for a more comfortable sleep because of its moisture-absorbing properties. Wrapped up in our favorite fabric, we’ll have good dreams and wake up with lots of energy. Even though Brooks Brothers’ pajamas look adorable for America lovers like us, a comfortable thermal shirt is also an ideal pajama top.
Mondays always bring us down. To fight the post-weekend blues, we select a blazer. The neat Ivy League design energizes us and puts us in work mode. The clogs are a remnant of the jolly weekend. They look cute, don’t they?
On a Tuesday without any particular appointments booked, we opt for a relaxing Hawaiian skirt to create an American Casual look with a hint of the 1950s. The bandana tied around the collar of the denim jacket makes a key accent. Just try it once.
A remote work day. For that online meeting, mix and match a smart-looking top with effortless pants to make yourself look dapper to others on the PC screen. We don’t forget to match the color of our shirt and pants, but it is okay to leave a few shirt buttons undone at home. Go for recovery sandals to maintain good health.
For heavy work on a Thursday, we definitely wear chinos. The cap goes backwards like Winona Ryder’s style in the movie Night on Earth. The casual sneakers are ideal for an active day. To show off your socks, cuff the chinos even though that’s unusual for us.
The happy plaid jacket reflects your mood on TGIF, giving you a push to make one last effort before the weekend. Matching properly-fitting denim pants with stripy socks and bit loafers is our current favorite. It’s typical for BOY girls to wear a concho belt as a necklace.
Decide What to Wear the Night BeforeBedtime routines vary from person to person. Some enjoy yoga, while others take a long bath or listen to a record. For us, the top choice is to think of what to wear the next day. We may select and try some clothes on or adjust the fit and silhouette to make the whole outfit look well arranged. If we decide what to wear the night before, we are more attached to the look than if we have to pick up something quickly in the morning. The aesthetic quality of the outfit also increases as we give it extra care by, for example, adding something that notice is missing the next morning. Just one time, try deciding what you will wear the night before. How about for a Monday outfit? To get rid of the post-weekend blues, go for the East Coast Ivy League style. Pull a blazer out of your closet and create a look around the formal navy shade. And, a polo shirt might be better than a button-down shirt to comfortably wrap your weekend-fatigued body, while clogs also give you a more relaxed feeling. You can then select a bag and accessories to incorporate into your look. Hopefully, it makes you look forward a little more to the start of the coming week.
Deciding what to wear the night before is, for us, a very important routine. We always start by picking a hero piece. Sometimes we can’t make up our mind and figure out what to wear until midnight. We’re sure to check the next day’s weather forecast before turning in. Then, we fall asleep thinking about our look for tomorrow. Just as wine gets sweeter with age, so a look for the day gets better if we leave it overnight, we believe. Well, it’s also true that we often feel like something is missing from our look and will add something the following morning.
All the clothes in this outfit look like vintage pieces, but they are actually new. It’s as if we got our outfit from the vintage stores, though we usually mix in some old clothes as well. To be mix-and-matchable and reflect our love for vintage clothes, each item must be easy to be put on and take off.
When buying a book, act as if you are an Ivy Leaguer. Sport a T-shirt with a college logo and enter the world of the book TAKE IVY. After you’ve purchased and put your book in a souvenir bag, visit a park to read it. It’ll make your day so satisfying and special.
Choose Clothes According to the Shop You’re GoingBOY girls have a rule when shopping. “When in Rome, do as the Romans do.” So, we always select our outfit according to where we are going. Shops don’t just offer things for sale, but they are also important community hubs where people can access a variety of information and knowledge. To build a good relationship with the owner and staff, we sport clothes that show respect for what they are offering. Our outfits enliven the conversation with shopowners and we have an amazing shopping experience. When visiting a vintage store, for example, choose an authentic vintage or authentic-looking vintage outfit. So that the staff thinks, “Ah, she’ll be a good customer. We must show her our special reserved items if she asks.” Actually, when we see a person smartly wearing vintage-looking clothes, BEAMS BOY staff get excited thinking: “She will definitely love that item!” Don’t bring too many personal belongings when shopping. We only need an empty tote and hands. Because we have to bring so many new favorites home.
It’s not like a formal dress code, but we can lift ourselves up and enjoy shopping even more by changing our outfit to match our destination. How about giving it a try when you do your weekend shopping? We get a special feeling when heading to our vintage stores, bookstores, or other favorite places. What we always keep in mind is that each piece of clothing has to show our respect for the establishment’s products.
We wear tough rugged clothes even for a picnic. With the high-visibility crimson anorak, chino-like sweat pants, tie-dye socks, and hiking sandals, we look like we are about to head out camping. BOY girls are always overprepared.
Go on a Picnic in Tough ClothesSome have said that picnics evolved out of tea gardens, a facet of upper-class English culture, but for us, they have always been an outdoor activity. That is why we want to wear something tough and rugged. Figuring our nearby park is the wild outdoors, we change from our everyday clothes into super utilitarian gear. In this case, red is a color we definitely want to incorporate into our look as Woolrich, Filson, Eddie Bauer, and many other famous outdoor brands use it as a staple color. The design of the cap is also classic, like one old man in the U.S. wear. Another key in this look are the socks. They become quite visible when we take our shoes off to sit on tarp or blanket. We should always be on the ball. On sunny days, we enjoy sunbathing, reading a book, or having to-go sandwiches on the lawn. That’s part of what we do on our days off.
New Yorkers spend their sunny days off sunbathing in Central Park. Such a picturesque scene always fascinates us. And, we do love a picnic. As long as it’s an outdoor activity, we’ve got to wear something tough and rugged. Once you arrive at a spacious park, tell yourself you’re in Central Park. Of course, it’s not, but believe it anyway and enjoy your time even more.
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2021.04.23
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