Cheery Beams opens under sunbeams

WHAT BEGAN as a little shop in the Tokyo paper factory that Yo Shitara’s father ran during World War II has blossomed into the retail chain Beams, which now sells its “American-fashion-meets-Japanese-tailoring” outfits and accessories at more than 150 branches across Japan, China, Hong Kong, Taiwan – and, as of last month, in Bangkok.

Shitara opened his first 20-square-metre store at the family factory in Harajuku district in 1976, offering American-style men’s apparel that he made himself as well as imported Nike shoes and other gear. It was a huge hit, especially among the younger crowd, and has since fostered more than 30 sister brands, extending to home furnishings, accessories and jewellery.

The Bangkok outlet – at the just-opened EmQuartier mall and run by M Curated under the Mall Group – is the first branch to sell merchandise from six different Beams brands. You can find Beams, Ray Beams, Beams Boy, Beams +, Beams T and bPr Beams all in one place.

“I’m interested in all the Asian fashion brands,” says Chairoj Sridecharinkul, who’s in charge of merchandising for the Mall Group. “I wanted to bring Beams to Thailand because it has such a unique style and already had a niche market in Thailand. 

“The brand expanded into Singapore four years ago with a pop-up store, but it failed because Singaporeans tend to be more conservative and prefer luxury brands. So it shifted its attention to Bangkok and opened a pop-up shop at Siam Paragon in 2013. The response was good from both Thai shoppers and Japanese expats, so it proved the Thai market had potential – even when we had a political crisis on our hands.”

The EmQuartier store is an impressive 260 square metres divided into six zones, and the assortment of outfits and accessories for both men and women is just as big, with different concepts to match any urban lifestyle.

The smart-casual outfits for men come in all the popular American looks, from sporty and work-related to military, and most bear the script “Basic & Exciting”. For summer there’s a holiday mood with prints of ivy, rocks, surfing and skating.

“Beams is really creative and is promoted as a ‘happy lifestyle solution’,” Chairoj points out. “Most of the design ideas come from Yo’s own employees. He gives them the freedom to share ideas based on what they like to wear. You get a combination of vintage and sporty, and it’s all made with top-quality Japanese fabrics.

“The American flourishes they use include checks, stripes and flowers like you see on Hawaiian shirts, and it almost feels like you’re off to summer camp. Yo also adds Japanese imagery, like kimonos and kendo swords and masks, to some pieces.”

Beams + was born in 1999, adding more American style in olive tones and camouflage prints. Ray Beams began in 1984 with the firm’s first women’s collection, touting good cutting and intriguing feminine shapes with a concept called “The Way of Chic”.

Beams Boy launched in 1998 with the “Basic & Exciting” slogan, smart yet sporty versions adapted from the men’s garment line. There’s a shirt with a Mandarin collar and an Oxford shirt that also flatters a woman’s figure. Beams T came along in 2002 with funky screened T-shirts in an “Art for 

Every Day” theme. Images from video games and animated cartoons make the series lively.

And bPr Beams, the most recent addition to the family, is just as creative in its designs for stationery, tableware and home furnishings chosen from home and overseas. On offer are heat-resistant kitchen mitts by Everlast, porcelain mugs that looks like mosaic, iPhone cases from We Recycle and colourful multi-purpose bags by Chums.

In a corner of their own are gorgeous necklaces, earrings and rings in silver, brass and various other alloys coated with pink gold, and the variety of designs is amazing.

 

BEAM YOURSELF UP

>>Beams is on the first floor of the Helix Quartier at EmQuartier and open daily from 10 to 10. 

>>Call (02) 033 6067 or visit the “Beams Thailand” page on Facebook.