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.