


KNIT SCARF & KNIT GLOVES

KNIT SCARF & KNIT GLOVES
SWEAT PANTS

SWEAT PANTS

LOGO SWEATER



SWEATER
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Numbered shirts and college logos printed on sweatshirts. It’s these kind of sportswear details that we love. Such garments emerged mainly with their respective sports, whether it be football, baseball, or basketball, and each detail fits the particular attributes required. In the world of competitive sports, team colors represent your team and numbers are devised to identify individual athletes. These kinds of graphic designs are also Trad created as a matter of necessity. This is what we really love.
Of course, there’s lots of very attractive sportswear found among the items themselves. Take a look at American football t-shirts which have to hold up to parrying with your opponent, baseball caps which are worn everywhere, rugby shirts which have outstanding durability, and polo shirts now the classic fundamental garment of any wardrobe.The Ivy League students, for whom sports were a part of daily life, were the ones that established the Ivy Style that also incorporates sportswear from their own schools be it on or off season. Our inclusion of sportswear as a natural part of our fashion repertoire demonstrates probably the greatest influence that Ivy League students have had on us.










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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.