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Outdoor wear was created to serve as functional clothing so that the wearer could achieve his or her objective. Items developed over years and decades enable the wearer to better enjoy nature. These garments have taken on a characteristic look with tough and safe designs for mountain climbing, rock climbing, fishing, and other outdoor activities. Wearing these clothes not only allows you to confront nature, but also to be at one with nature and enjoy the experience arising from that. This is one of the goals for which outdoor wear is created. Wearing this outdoor wear as part of your daily wardrobe changes your state of mind away from that habitual feeling.
Outdoor wear has spawned numerous brands and products, updated as time passes, but the basic items--the down jacket, fishing vest, and anorak--are the fundamentals that have pretty much stayed the same. The style from that time, created in pursuit of functionality, has survived through to today by maintaining that basic design, yet yielding to new features to get as close to perfection as possible. Materials and details are updated with the times, yet the modern design still sustains the universalism of outdoor wear, constituting for us at BEAMS BOY a component of Trad Style.
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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.
“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.