Twenty-five years ago in 1998, the first BEAMS BOY shop opened.
In celebration of our 25th anniversary,
we have once again traced back what it means to be TRAD, the root of our brand.
This stylebook reflects that journey and
what the Preppy look is at the core of how we create our style within that framework.

We enjoy learning about the roots of our rules and delighting in fashion with a story.
Moreover, once we possess that knowledge, then we can produce arrangements reflecting our own style.
This dictionary is akin to a “bible” so that we can produce our own style firmly anchored in that history,
that is what “THE INDEX:PREPPY” is.

Twenty-five years ago in 1998, the first BEAMS BOY shop opened.In celebration of our 25th anniversary, we have once again traced back what it means to be TRAD, the root of our brand.This stylebook reflects that journey and what the Preppy look is at the core of how we create our style within that framework.
We enjoy learning about the roots of our rules and delighting in fashion with a story. Moreover, once we possess that knowledge, then we can produce arrangements reflecting our own style. This dictionary is akin to a “bible” so that we can produce our own style firmly anchored in that history, that is what “THE INDEX:PREPPY” is.

ITEMS
  • NEW
    ARAN SWEATER
  • NEW
    BLAZER
  • NEW
    CLASS RING
  • NEW
    LONG DUFFLE COAT
  • NEW
    WATCH CAP, BERET,
    KNIT SCARF,
    KNIT GLOVES & BAG
  • HERRINGBONE JACKET
  • B.D. SHIRT
  • SOUTIEN COLLAR COAT
  • FAIR ISLE SWEATER
  • TWEED SKIRT
  • LOAFERS
  • 01.TRAD
    ITEMS
    • NEW
      DOWN VEST
    • NEW
      DOWN JACKET
    • NEW
      JACQUARD BOA VEST
    • NEW
      DOWN JACKET
    • ANORAK PARKA
    • FISHING VEST
    • MOUNTAIN COAT
    • SHORT SLEEVE DOWN SHIRT
    • HUNTING JACKET
    02.OUTDOOR
    ITEMS
    • NEW
      DENIM SKIRT
    • NEW
      PAINTER PANTS
    • NEW
      KEY HOLDER
    • APRON DRESS
    • WORK PLAID SHIRT
    • COVERALL JACKET
    • ALL-IN-ONE
    03.WORK
    ITEMS
    • NEW
      SWEAT SHIRT & SWEAT PANTS
    • NEW
      SWEAT SHIRT
    • NEW
      VARSITY JACKET
    • NEW
      FOOTBALL T-SHIRT
    • NEW
      WATCH CAP,
      KNIT SCARF & KNIT GLOVES
    • NUMBERED SWEATER
    • VARSITY JACKET
    • LINE SOCKS
    • COLLEGE LOGO SWEATER
    • KNIT SCARF
    04.SPORTS
    ITEMS
    • NEW
      PEA COAT
    • NEW
      CHINO PANTS
    • NEW
      “M-65” PARKA
    • NEW
      QUILTED LINER JACKET
    • OVER PANTS
    • SOUVENIR JACKET &
      SOUVENIR BAG
    • THERMAL LONG SLEEVE T-SHIRT
    • UTILITY PANTS
    05.MILITARY
    ABOUT

    Twenty-five years ago in 1998,the first BEAMS BOY shop opened, setting a trend in motion.The concept is simple. As expressed in our name, BEAMS BOY was created for boyish girls who are attracted to men’s clothing and want to blend it into their look.

    In celebration of our 25th anniversary, our flagship store BEAMS BOY HARAJUKU set up shop along that same Meiji-dori Avenue to have an even bigger showroom to kick off a fresh start.

    This is an important year for BEAMS BOY and BEAMS BOY aficionados, so we have once again traced back what it means to be TRAD, the root of our brand. This stylebook reflects that journey and what the Preppy look is at the core of how we create our style within that framework.

    Preppy is a style originated by East Coast students in the United States.

    The way that they dressed derived from their life both on and off campus, a category giving shape to what is now BEAMS BOY. Traditional wear, outdoor wear, workwear, sportswear, and military wear are tactfully mixed. Some might even call it a textbook dictating how precisely one should dress.

    We enjoy learning about the roots of our rules and delighting in fashion with a story. Moreover, once we possess that knowledge, then we can produce arrangements reflecting our own style. This dictionary is akin to a “bible” so that we can produce our own style firmly anchored in that history.

    “INDEX:PREPPY” is a stylebook encompassing the past, present and the future of BEAMS BOY.

    INFORMATION

    “THE INDEX: PREPPY” is available from Saturday, September 16!

    A complimentary copy of “THE INDEX: PREPPY,” a compilation of all this content into one booklet, will be presented to customers in order of purchase at BEAMS SHOPS *1 and BEAMS OFFICIAL ONLINE SHOP *2. Please note that quantities are limited.

    *1 BEAMS SHOPS: Customers purchasing BEAMS BOY products in the amount of ¥15,000 or more (tax inclusive).
    *2 BEAMS OFFICIAL ONLINE SHOP: Customers purchasing BEAMS BOY products in the amount of ¥15,000 or more per order (tax inclusive). Not eligible with sale, outlet, and preorder items.