04

SPORTS

  • VARSITY VEST
  • NUMBERED SWEATER
  • FOOTBALL T-SHIRT
  • VARSITY JACKET
  • WATCH CAP, KNIT SCARF
  • & KNIT GLOVES
  • SWEAT SHIRT
  • COLLEGE LOGO SWEATER
  • KNIT SCARF
  • SWEAT SHIRT & SWEAT PANTS
  • LINE SOCKS

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.

ITEMS
  • NEW
    VARSITY VEST
  • NEW
    FOOTBALL T-SHIRT
  • NEW
    WATCH CAP,
    KNIT SCARF & KNIT GLOVES
  • NEW
    SWEAT SHIRT
  • NEW
    SWEAT SHIRT &
    SWEAT PANTS
  • COLLEGE
    LOGO SWEATER
  • KNIT SCARF
  • LINE SOCKS
  • NUMBERED
    SWEATER
  • VARSITY JACKET
The varsity jacket is also a special part of Ivy Style. After all, it’s best to have Trad coordinates, and the way you dress doesn’t change even with a vest, and neither does this time-honored item. How many Ivy League school color combinations displayed all around here and there, do you know?
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VARSITY VEST
Is it no wonder that the Varsity Vest is little known? Even though the varsity jacket is part of the Ivy Style repertoire, you couldn’t find a vest no matter how hard you looked. There might have been some brand somewhere that made this previously or there might not have been. Anyway, BOY went ahead and made it first. It was Settlemiers, founded in Portland, Oregon in 1990, that agreed to take our order to cut the sleeves off a varsity jacket and make this vest. Settlemiers has always believed in “Made in USA” and consistently produced the highest quality vintage jackets. That’s the brand that we are working with, so we wanted to make a proper vest-shaped body in a color scheme reminiscent of universities in America. Just as with the Down Vest, you always have the option of using this to create a layered look. We also recommend you use this to enjoy something simple showing the sleeves of your favorite sweatshirt or knitwear.
American football and Ivy are inseparable. It’s the same as our relationship with football t-shirts. It’s very typical of the BOY Ivy Style for numbers to be peeking out from under the Tweed Jacket. This will spin you into a daydream all the way until you yearn for college life.
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FOOTBALL T-SHIRT
Having reached this milestone that is our 25th anniversary, it spurred us to once again think about what is really necessary for BOY. What we found is that we want to pay even more attention to the details when producing items that we already do as we head toward our next anniversary to celebrate our 30th year. One of these items is, of course, the football t-shirt. But even football t-shirts have evolved over their long history with new materials. One that we really love is the cotton football t-shirt because we can enjoy the faded colors as well as printed letters and numbers over time as they twist and peel off. To get that look just right, we placed a special order with our ally Warehouse for a design based on vintage football t-shirts from the 1940s to the 1960s. These garments re-create changes that you would see as t-shirts wore out over many years as well as the irregularities resulting from different number size and the printing techniques for the front and back of the shirt. Instead of the three-quarter sleeve, we went with a longer one that even covers the wrist. As for the meaning of the numbers, if you subtract “19” from “32,” you would get the label number of BOY. If you figured that out, you’re pretty amazing.
WATCH CAP,
KNIT SCARF & KNIT GLOVES
Have you ever heard of a style called the “spectator look”? It’s a style portrayed while watching sports competitions. At first, it was only seen during American football games but is now a general name for the style of watching all kinds of sports. So, what exactly is it? We can find it in the United States where school spirit is strongly rooted in the culture. Fans will adorn the same colors as their school, portraying the same logo and enthusiastically cheering on their school team. This is really fantastic, isn’t it? It gives you a real feel for what campus life is like in America. Last year, in admiration of these fans, we came out with three items for a series reflecting our desire to be spectators too: the very popular Pom-Pom Watch Cap, Knit Scarf to twirl around your neck when it’s cold, and touchscreen gloves to operate your smartphone. You may select any of the three colors to show patronage to the team of your choosing. Each of these items can be worn individually, but to be a true spectator, why not get a set of all three?
SWEAT SHIRT
This is the first time we’ve updated the BOY essential sweatshirt in we don’t know how many seasons. Well, the slight changes are not really noticeable until you look closely. We tightened up the neckline a little bit and added some roundness to the sleeve silhouette. These might seem like trivial updates, but they are very important to us. The more basic a garment is, the more meticulous we are when making minor adjustments so that the piece never loses its charm. The width has not changed. The tubular weave without patches on the sides is the lifeline of this sweatshirt and it’s also something that we are very particular about. There are only a limited number of machines capable of tubular weaving, so making it wider would mean that it couldn’t be woven anymore. Those particular details found on vintage sweatshirts still survive even though they were manufactured in the 1940s and 1950s. Features such as the double V gusset, freedom sleeves, and, of course, the tubular weave. This year’s sweatshirt is a very satisfying BOY style result.
SWEAT SHIRT &
SWEAT PANTS
We are very grateful to Champion for answering our calls almost every season for their Reverse Weave®. Particularly with the theme of this season being “Back to Campus,” these garments are something that we must make. Why? Well, even today, Champion is selling its products through co-ops at more than 2,500 schools throughout the United States, including Ivy League schools. On a different scale and fulfilling a different role, even so, we want our shops to be like those co-ops but for BOY enthusiasts. So, it would be unthinkable not to have any Reverse Weave® garments. We decided to launch this new production in line with this season’s theme by selecting logos evoking colleges and universities and changing the colors according to logo placement and design. This is a special design just for BOY, and we went for a little bigger size than usual so that the overall look would present sleek sweatpants. Check out the previous edition “THE INDEX: BOY” for a description of Reverse Weave®.
The highlight of grays and blues underlying this coordinate is the collegiate logo across the sweatshirt. Creation of a genuine college-campus mood is complete with the addition of a knit scarf in the school colors atop a Trad coordinate of a B.D. shirt tucked into a plaid skirt.
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COLLEGE
LOGO SWEATER
We wanted to create a sweater that looks like a collegiate sweatshirt. It’s unbelievable that we haven’t done something like this yet, but we should have. Sweatshirts also got their start from knits, so there’s some sort of affinity there! Our prediction was right on target. If you think this is just some ordinary college logo sweater, you would be greatly mistaken. BOY would never be satisfied with just that, so we incorporated details from a 1950s vintage sweatshirt that one would have a hard time finding today. The “B.T.T.C.” logo across the chest is perfect for the season “BACK TO THE CAMPUS” and the connotation of the numbers is significant for BOY.
The gusset across the body of the shirt from front to back, commonly called a V-gusset, prevents the fabric from shrinking and absorbs sweat. While still maintaining a sweatshirt appearance, we went with the triple needle stitching.
Notice the freedom sleeves where the stitching from the shoulder down the arm forms a curve. True to the name, this design was created to allow the arms to move more freely.
KNIT SCARF
A.E. Clothier is a well-established outfitter founded in Britain’s Cambridge, a university town, in 1930. Even as other British brands have moved production overseas one by one, this manufacture maintains its own plant in Cambridge even today. The company has also launched a chain of shops under its own name, selling school scarves, neckties, socks, knit caps, and other essentials for local students. It was this scarf that BOY first ordered from this famous institution. For the material, we selected wool produced by AW Hainsworth & Sons, one of the foremost and prestigious wool fabric manufacturers. We’re getting off track here, but this is a venerable made-in-Britian scarf. It comes in two colors: blue and navy. The navy one is done in a scheme displaying opposite colors on each side. It’s also perfect for the American traditional style, which emerged out of an admiration for the UK.
For us, it’s not enough to wear a sweatshirt as ordinary people do. The one-piece B.D. Shirt Dress is combined with knit pants held up over Opera Pumps with Line Socks. Addition of the knit Watch Cap and Tweed Stole produces an Ivy Girl flexing her BOY Style.
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LINE SOCKS
Do you recall the BOY’S RULE stating “It is socks that determine coordinates”? When we want to put together a sporty coordinate, the first thing we do is grab a pair of TCK Line Socks. Established in North Carolina in the eastern United States in 1961, TCK specializes in sports socks. The exceptional quality of their socks is accompanied by a certificate of authenticity so appreciated many teams in the four professional leagues in the United States have designated TCK as their official sock provider. What’s more, it’s one of the few brands that still holds true to the “Made in USA” designation. While, ordinarily, we’d be satisfied just to have that, our zealousness got the best of us, so we specially ordered a line color combination depicting collegiate colors to go with this season’s theme. We designed these socks so they would suit not just Ivy Style, but also whenever you want a more sporty look. Just to have a pair of these in your collection is superb, but, if you have to choose only one, then it’s impossible to decide which color to get. Well, it looks like we’re going to have more and more socks.
NUMBERED
SWEATER
This is our favorite numbered item. It’s a part of history going back even before cotton knits came about in the 1920s to a time when woolen knits were all the rage and numbered. Our source is a numbered school knit sweater vintage piece dating prior to the 1920s. We narrowed the width of the originally thicker ribbed features and chose the warm of soft and fuzzy threads. Our goal is to create a comfortable and contemporary sweater, one that you don’t really see among the vintage classics and that has just the right amount of puffiness in the knit fabric, but is still lightweight. Is this just what you been waiting for? Remember, of course, that we are finicky even down to the smallest details, including the numbers. The number “98” on the brown sweater refers to, as of course you know, 1998 when BOY was founded. The solid black “7” on the white sweater, well that’s the lucky number seven, which is what you get when you add the “2” and “5” representing the BOY 25th anniversary.
VARSITY JACKET
This vintage jacket is something that everyone can wear even today. Back in the day, it was only premier athletes who had the honor of wearing a varsity jacket and representing their university. It was a badge of honor only a select few could adorn. That’s what this vintage varsity jacket was. They must have felt proud to wear this jacket as they strolled around campus. It’s gratifying to know anybody can enjoy that special feeling today. As you can guess, we are particular about BOY style even when creating a varsity jacket. What that means for this piece is a longer length. In addition, we did away with the bottom hemline and adjusted the amount of padding so that it wouldn’t look uncouth. This is a simple design of the same color, so we made a point of using thicker thread for the stitching. This might not make you a university star, but it will make you ours.
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.