1940年代中期到1960年代中期,美國經歷了前所未有的經濟繁榮。不論是政治、經濟、運動、文化等各個層面都有顯著的成長。那20年來被喻為全盛的「黃金時代」。隨著戰爭勝利,國力倍增,需求也相對增加。理性主義環境下，大量生產的系統化、根據不同場合與風格推出的全新編制「工裝」等，也是那時主要的象徵。講究實用性與充分利用的機能性所製作傳統工裝、運動服、軍裝等服飾，也就此展現純粹的美。而這四種類別也是當今時尚基準的起源。＜BEAMS PLUS＞透過那個時代所誕生的細節與元素，提案出『現代基本服裝』。

In the mid1940s to mid1960s, so called America’s "golden era", the U.S.’ national strength remarkably grew, taking advantage of the booming economy. During this era, systemized mass production eventually became the mainstream, and various uniforms were modified for more specific scenes.eventually became the mainstream, and various uniforms were modified for more specific scenes.
The fashion standard and origin of today’s basic wear comes from the categories, American traditional, work, sports and military. Universal beauty can be seen in these functional clothing that properly utilizes each significant detail. Based on the historical background of these uniforms, BEAMS+ (BEAMS PLUS) suggests modernistic basic wear with authentic details.