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Renowned for its masterful interpretation of classic American menswear, BEAMS PLUS began as a tiny shop in Harajuku, Tokyo, in 1976, originally named American Life Shop BEAMS. After a period of political turmoil, young people, influenced by images of American culture in movies and on TV, wanted something beyond military gear. This marked the beginning of BEAMS. Designed to replicate a UCLA student’s room, the store was undoubtedly the first of its kind.
Care: Gentle wash at 30°C
