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Editorial

Beams Plus Prove That "All You Need Is Ivy"

17 September 2019

Tapping classic Americana and Ivy League style, Beams Plus deliver a timeless selection of casualwear perfect for autumnal climes.

Founded in 1999, 23 years after Etsuzo Shitara first opened the doors to the original Beams store in Harajuku, Beams Plus offered casual men's styles that embodied the Americana and Ivy League look that rose to popularity in Tokyo throughout the '60s. Informed by preppy aesthetics from across the Pacific, the label showcased an exceptional attention to detail, blending rugged workwear, collegiate-inspired clothing and vintage sportswear to deliver the perfect inflection of a casual American sensibility. Known to this day for their effortlessly cool style, the brand continues to deliver a broad range of garments influenced by American vintage apparel - brimming with heritage and an edge of authenticity.

Inspired by the styles Shitara found and wore in his youth, Beams Plus has sought to represent a continual pursuit of authenticity in timeless, contemporary casual apparel. Fusing a simple take on classic menswear, Beams Plus present a broad selection of pieces that celebrate the quiet beauty of workwear and Americana. Constructed from mohair wool, flannel fabric and corduroy, the brand's AW19 collection, "All You Need Is Ivy" celebrates the eternal timelessness of Ivy League style, offering up patchwork shirts, retro cardigans and rugged check shirts to complete an image of modern prep. Detailed further with accessories that fully encompass the aesthetic, ties, tie clips and headwear ensure that Beams Plus deliver an overarching look that bridges the gap between the past of Tokyo's vintage clothes stores and Harajuku's vibrant contemporary menswear scene.

Cultivating a visual world indebted to American culture of a bygone era, the Harajuku-based brand encapsulate the Japanese take on Western heritage. A celebration of timeless style, Beams Plus continue to deliver a honed blend of high quality construction and immanently wearable garments.

The AW19 collection from Beams Plus is available online now at END.

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