(New York, NY – January 23, 2025) – Japanese menswear brand BEAMS PLUS is set to celebrate its 25th anniversary with a limited-time pop-up store in New York City. The BEAMS PLUS LIMITED STORE, located at 199 Mulberry Street, will run from Tuesday, January 28 to Friday, February 28, 2025, next to the New York label Noah’s flagship store. This pop-up marks a pivotal moment in the brand’s U.S. expansion efforts, following the success of their first U.S. standalone pop-up in Los Angeles last fall.

The pop-up will feature BEAMS PLUS’s latest Spring/Summer 2025 (SS25) collection, alongside pieces from their Fall/Winter 2024 (FW24) collection, offering a wide selection of the brand’s signature menswear staples. With an emphasis on timeless designs and superior craftsmanship, BEAMS PLUS has become a global icon in modern heritage fashion.

A Celebration of Classic Menswear with a Modern Twist

Founded in 1999, BEAMS PLUS was created as an homage to American heritage styles from the mid-20th century, drawing inspiration from the classic fashion of the 1940s to the 1960s. The brand combines vintage aesthetics with contemporary functionality, crafting garments that stand the test of time. The New York pop-up will showcase iconic pieces such as:

•Oxford Button-Down Shirts: A BEAMS PLUS bestseller, offering a versatile and timeless staple for any wardrobe.

•Three-Button Blazers: Perfectly tailored and inspired by Ivy League styles, reflecting the brand’s deep appreciation for American preppy aesthetics.

•Two-Pleat Chinos: Featuring durable fabrics and comfortable fits, designed for both casual and formal wear.

•Double-Dyed Indigo Denim: A nod to traditional Japanese craftsmanship with a unique approach to aging and fading.

•Jacquard-Woven Patterns: Original designs that highlight BEAMS PLUS’s commitment to intricate detailing and quality textiles.

The SS25 collection will introduce fresh designs inspired by coastal Americana, including lightweight blazers, camp-collar shirts, and nautical-inspired knitwear. In contrast, the FW24 collection will revisit the brand’s staple cold-weather offerings, such as heavyweight outerwear and knit sweaters made from premium wool blends.

Strategic Expansion into the U.S. Market

While BEAMS PLUS has enjoyed widespread popularity in Asia and Europe, their presence in the U.S. market had primarily been through select stockists. The opening of their first dedicated pop-up store in Los Angeles in November 2024 signaled the brand’s strategic pivot to establishing a stronger retail footprint in North America. The positive response from U.S. consumers has encouraged BEAMS PLUS to continue its efforts, with the New York pop-up representing the next step in their expansion plan.

Speaking about the pop-up initiative, BEAMS PLUS Director of Global Strategy, Hiroshi Tanaka, commented:

“The New York pop-up is an exciting opportunity for us to bring the full BEAMS PLUS experience to our American audience. We have always been inspired by classic American menswear, and this store allows us to connect directly with the community that inspired our brand in the first place.”

Tanaka further emphasized the importance of engaging with U.S. consumers, citing their keen interest in Japanese craftsmanship and the growing appreciation for heritage-inspired fashion.

To commemorate their 25th anniversary, BEAMS PLUS has collaborated with several renowned brands and designers to release exclusive items available only at the New York pop-up. Some of the collaborations include:

•Noah x BEAMS PLUS Capsule Collection: A series of co-branded pieces featuring Noah’s contemporary streetwear influence blended with BEAMS PLUS’s classic tailoring.

•Vans x BEAMS PLUS Sneakers: Limited-edition sneakers inspired by vintage skateboarding culture, featuring premium materials and a minimalist aesthetic.

•Barbour x BEAMS PLUS Jackets: A modern take on Barbour’s iconic waxed cotton outerwear, redesigned with unique BEAMS PLUS detailing.

In addition to exclusive collaborations, the pop-up will host a series of events, including styling workshops, panel discussions with industry experts, and limited-time promotions. Customers will have the opportunity to engage with BEAMS PLUS designers and explore the brand’s journey over the past 25 years.

Store Design and Atmosphere

The BEAMS PLUS LIMITED STORE in New York has been carefully designed to reflect the brand’s values of heritage and craftsmanship. The store’s interior features warm wood accents, vintage-inspired furnishings, and displays that pay homage to classic Americana. Every detail, from the lighting to the product presentation, has been meticulously curated to create an inviting and immersive shopping experience.

Notably, the store will include interactive elements, such as a customization station where customers can personalize select pieces with embroidery and patches inspired by classic American varsity culture. This unique feature aligns with BEAMS PLUS’s commitment to offering a personal touch to their timeless designs.

Key Dates and Ticket Information

The BEAMS PLUS LIMITED STORE will officially open on Tuesday, January 28, 2025, and will run until Friday, February 28, 2025.

Key dates to remember:

•January 27, 2025: Exclusive media preview and influencer event.

•January 28, 2025: Grand opening to the public at 11:00 AM.

•February 14, 2025: Special Valentine’s Day shopping event with exclusive product releases.

•February 28, 2025: Closing event featuring live music and a retrospective showcase.

Admission to the pop-up is free, but RSVPs are required for special events and collaborations. Customers can sign up via the official BEAMS PLUS website and their social media channels.

How to Purchase BEAMS PLUS Products

During the pop-up, products will be available for purchase in-store, with select items available for online ordering through the official BEAMS PLUS website. Customers can also explore a curated selection of pieces through partner stockists such as END Clothing, SSENSE, and Mr Porter.

Impression

The BEAMS PLUS LIMITED STORE pop-up in New York City is an exciting opportunity for fans of the brand and newcomers alike to experience the label’s unique blend of Japanese craftsmanship and American-inspired style firsthand. With exclusive product offerings, special collaborations, and immersive events, this pop-up is set to be a major highlight in the city’s fashion calendar.

Whether you’re a longtime admirer of BEAMS PLUS or discovering the brand for the first time, the upcoming New York store is sure to deliver an unforgettable retail experience. Be sure to mark your calendar and visit the pop-up at 199 Mulberry Street between January 28 and February 28, 2025.

For more updates, visit the official BEAMS PLUS website or follow them on social media for the latest news and announcements.

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