Tokyo’s Beams Plus Harajuku is the only store of the Japanese Beams chain carrying the Beams Plus name. As explained by director Shinsuke Nakada, the store’s strong selling point and main inspiration source are its keen attention for men's casual fashion with a timeless attitude and its wide variety offer of top quality and research products. Interview by Maria Christina Pavarini

Beams Plus, Harajuku, Tokyo inside
Beams Plus, Harajuku, Tokyo inside
What are the current bestsellers and why
?
Button down shirts are definitely our bestsellers. We consider them as icons of the American traditional styles. Design details of 1940s-1960s US made shirts, a period we consider a “golden age” for men’s fashion, new fabric developments, and genuine sewings make our shirts well balanced products our customers mostly appreciate. We have many regular customers who buy these items every season. I think they are well known and considered as our standard items now. In terms of bestselling brands among most successful ones there are our own Beams, Beams+ brands, Woolrich and Baracuta. They are bestselling because they all reflect our love for men’s timeless clothing styles. Our own Beams brand is constantly involved in searching for original, import, vintage pieces and accessories, while our other Beams Plus brand is not merely revival or nostalgia, but instead a pursuit of authenticity in next generation casual wear.

Do people buy according to their favorite brand, style, or impulse?
Our customers enjoy and look forward to seeing what we suggest as a label. I believe they purchase our items according to favorite styles and to the values we believe and share, though there are always new elements or “surprises” that we prepare for them.

Beams Plus, table
Beams Plus, table
Where do you order from? How do you inform yourself about trends? How important is the communication with regular customers?

I inform myself in various ways. I learn from, for example, magazines, websites, and fabric suppliers. It is also very important for us all to study old materials to add our label’s essence into our products. In addition to them, I listen carefully to the voices from our customers that our shop staff deliver to our team. All this helps us with finding the best ways to update the past masterpieces and old fabrics.

How do the collections you offer for next fall/winter look like?
Referring to our own Beams Plus f/w14 collection our main theme is “Frisco Ivy”. It focuses on the various souls that characterize San Francisco, the city that values both liberal ideas and old traditions. Our brand has updated American traditional styles again by using nostalgic outdoor details, hippy style patchworks, and advanced high-tech fabrics. Some of the key words are “dress down”, “layered styles”, and “mix of classic fabric and high-tech fabric”.

Did you add any new labels to your assortment
We have added Spiewak Golden Fleece to our brand assortment.

Beams Plus store, Harajuku,Tokyo
Beams Plus store, Harajuku,Tokyo
How does your store differ from other stores?

Most of the brands we offer respect the American lifestyles in mid 1940s to mid 1960s. Our strong passion for those years convey our care for recreating environments and product offer that bring back to life similar historical backgrounds obtained by digging from that past age though updated for today’s real lifestyles.

What do you like about your customers?
I like the way our customers enjoy what we offer them. I also appreciate their honest opinions, including the shortcomings of our items and their personal likes and dislikes about our products.

How important is the interior, the atmosphere and the whole package?
It is very important for us. For this when we create our shopping environment we always discuss a lot in order to create the right store theme and interior details. We do our best in creating a comfortable place that can convey happy lifestyles to our customers. It is a hard task but we enjoy it and succeed in doing it.

Beams Plus Harajuku
1F, 3-25-12 Jingumae
Shibuya-ku,
Tokyo
Japan
tel +81 3 3746 5851
www.beams.co.jp