Glowing Japanese lanterns fill a giant window at Fred Segal on Sunset Boulevard in West Hollywood, marking fashion and way of living model BEAMS‘ initially physical presence in the United States. It is an apt area looking at Fred Segal was the 1st retailer to carry BEAMS solutions stateside back again in 2011, and a short while ago released the BEAMS x Ziploc selection. For the pop-up, the BEAMS crew selected products from their selection that spotlight Japanese craft inside apparel, add-ons and objects, all shown along with BEAMS+, BEAMS BOY, and BEAMS COUTURE sub-brand names.
Originally founded in 1976 in Harajuku, BEAMS commenced as Yo Shitara’s eyesight of an The usa-model retail outlet in Tokyo. Although traveling to a pal at UCLA, he recognized anything unique about university student housing. “All of the rooms in the dorm have been the exact, but anyone styled their rooms very otherwise to my eyes then. It appeared very new. I was motivated by that. I desired to provide back that California/Los Angeles type of life style to Japan. And out arrived BEAMS,” he points out, by using translator Kana Kinoshita, at the opening celebration. It’s also below that he requires element in the Japanese tradition of Kagami Biraki—breaking open the lid of a sake barrel—alongside Fred Segal’s John Frierson and Jeff Lotman.
When thinking about what merchandise to bring to LA for the pop-up, Shitara states he wished to include things like goods that notify the story of what he was making an attempt to obtain in Tokyo. “We think it is our power that we can convey pop culture and Japanese custom at the similar time,” he tells us. “We often try out to realize the fantastic harmony.”
Together with BEAMS’ attire collections, the custom made wooden shelves are stuffed with the brand’s teapots, fans, sandals, daruma, blessed cats, lacquerware, their common satin memento jackets and additional. Compact graphic hand-painted lanterns adorn the cabinets inside, pairing with the large white lanterns seen from the street—all combining to glow beautifully. This prosperous gentle evokes both equally Japanese custom and the warmth of the California sunshine—striking the equilibrium of which Shitara speaks so warmly.
The BEAMS Japan pop-up is open at Fred Segal Sunset now by January 2020.
Photos courtesy of BEAMS