BEAMS might just be the best collaborator of all time. The Japanese brand & retailer started life in 1976 by selling a variety of clothing, footwear and interior goods, but really began to make a name for itself by helping other brands produce their best possible product.
We’ve seen it time and time again… BEAMS partners with a brand and produces a collaboration that becomes the best thing that brand puts out all year. Really, we should think of BEAMS like a consultant; they know what the audience wants and possess all the necessary skills, knowledge and curation to give it to them.
To celebrate BEAMS turning fifty years old, we’ve decided to recount our favourite BEAMS collaborations of all time.
1. BEAMS x Lacoste
It might be from eight years ago, but we still lie awake thinking about BEAMS x Lacoste. The 2018 collaboration saw swathes of beautiful corduroy coat a whole host of Lacoste garb – including a full brown tracksuit that we’ve not stopped dreaming about owning since the collab launched. Coming alongside the corduroy was a host of other good garb such as sweats, rugby shirts and even socks.
What we love so much about BEAMS x Lacoste is that it demonstrates that BEAMS know how to interact with that brand’s core consumers’ interests. People who wear Lacoste want corduroy, and BEAMS gave it to us.
2. BEAMS x Palace
Bez fronting a collaboration is an easy way to win us over. But put him in an oversized orange expedition coat with a shiny face fabric? The money has already left our bank accounts. The 2024 link-up between BEAMS and the London-based skateboard brand originally caught us by surprise, but once we’d seen the product, everything began to make sense.
The standout garment was obviously the aforementioned Expedition Down Puffa – a textbook big coat – but the highlights didn’t stop there. A fully waterproof 3-Layer Camouflage Parka that genuinely appeared closer to military apparel than streetwear came a close second, and a patchwork knit sealed the deal on one of our favourite BEAMS collabs to date.
3. BEAMS x Abu Garcia
If there’s one thing to admire about BEAMS collaborations, it’s their ability to reimagine non-fashion brands as the coolest thing you never knew you needed. Something that became evident when they worked with Swedish fishing brand, Abu Garcia.
Prior to their BEAMS collab, Abu Garcia’s apparel was left as an afterthought to their rods, reels and other fishing tackle. But when BEAMS turned their hand to their wearable offerings, the result was sublime – a fully waterproof collection of baggy wading jackets and relaxed waterproof pants that were every bit as street-ready as they were stream-ready.
4. BEAMS x Arc’teryx
With many items still coveted to this day, BEAMS’ ongoing collaboration with Arc’teryx is almost certainly among the Japanese retailer’s finest work.
What we love about BEAMS x Arc’teryx is that it became a playground for BEAMS to imagine what highly technical outerwear would look like if it wasn’t so serious. Rainbow coloured zippers, bright orange shells, patchwork jackets that look like picnic blankets – this link-up really had it all. No wonder some of the outerwear goes for silly money on second-hand websites now.
5. BEAMS x Reebok
Ever wondered what a Club C would look like after a round of Botox? BEAMS’ work with Reebok in 2023 was an expert showcase of how the Japanese retailer understands that sometimes the most subtle details can be the most valuable.
Taking inspiration from skate footwear of the ’90s, Reebok’s Club C became subtly and plumply reworked by BEAMS to include a set of chunky laces, a puffy tongue and a hefty toe reinforcement. It’s the kind of silhouette that warrants a double take, and the restraint BEAMS showed for the collaboration is exactly what made the partnership so great.
6. BEAMS x HOKA
This new BEAMS x HOKA collaboration looks as if it has drawn inspiration from Call of Duty Black Ops II gun camos. The sort of colourway you only get to unlock once you’ve completed a sub-20-minute 5k and have a VO2max of 55.
In all seriousness, we think this collaboration ranks among BEAMS’ finest work in recent years. HOKA’s Bondi-7 is already a highly revered road-running shoe, but BEAMS’ reimagining, complete with zen-garden-inspired detailing, takes it well beyond the typical neon colourways that continue to plague athletic footwear.
And of course, this BEAMS collab has the rare luxury of currently being in stock. Our pals over at SEVENSTORE have got several pairs available, as well as a zen garden store installation detailing the collab. So if you happen to find yourself on Merseyside, get down to the Baltic Triangle for a nosey.
Find out more about BEAMS x HOKA at SEVENSTORE
