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Why is workwear an important category in the BEAMS BOY wardrobe? Well, the reason is simple. For us, workwear is akin to a textbook educating us on the history of Western dress from a perspective different than that of Trad. Just as the name says, workwear is clothing created for “working.” Factories and plants can mass-produce goods inexpensively, and workwear with its supreme durability makes it safe to work in such environments. A distinctive quality of workwear is the attention given to fine details, such as triple-needle stitching. This type of stitching was devised to keep the stitches from coming apart so that the clothing would be able to stand up to hard treatment. The triangle gusset was also invented for the same purpose. Rivets and bar tacks reinforce pocket edges. It’s such details that the regular folks would overlook if they weren’t paying attention, but, for us, they create a sense of warmth that binds with the functionality our forefathers brought forth with the knowledge they acquired.
For us, workwear is more than just fashion. The details incorporated into this category of clothing might not be something that we need any more. But still, why were these items invented? It is these details that, for us at BEAMS BOY with our love of the story behind that history…it is these particular details that we love and find exquisite value in.
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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.