{"id":13232,"date":"2024-09-20T10:00:10","date_gmt":"2024-09-20T08:00:10","guid":{"rendered":"https:\/\/hhv-journal.com\/?p=13232"},"modified":"2024-09-18T12:16:56","modified_gmt":"2024-09-18T10:16:56","slug":"beams-boy","status":"publish","type":"post","link":"https:\/\/hhv-journal.com\/en\/allgemein-de\/beams-boy\/","title":{"rendered":"BEAMS BOY"},"content":{"rendered":"

BEAMS BOY<\/h1>\n

An Interview with Fuuko Asayama<\/h2>\n
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Would you tell us about the brand?<\/h4>\n

BEAMS BOY is based on men\u2019s clothing, but not simply imitating the menswear that already exists, but rather expresses a new style through the BEAMS BOY filter while respecting the details, characteristics, and stories that have been passed down in each item. Our collection is based on categories that can be found in menswear. That is, Trad, Work, Military, Sports, and Outdoor. In each category, we care about the details and features each clothing has, and aim to produce wardrobe pieces that can be loved for a long time. It\u2019s amazing that these details are still used today since it was born and there\u2019s always a reason and story behind it. We want to respect this and how it has been inherited until today. I think BEAMS BOY is not a brand focusing on the trend, but aiming to produce wardrobe pieces that can be loved for a long time.<\/p>\n

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I think this concept is very unique, especially in the women\u2019s fashion world. How did it start?<\/h4>\n

BEAMS BOY was born in 1998, when streetwear and American casual style (it\u2019s called \u201cAme-Kaji\u201d in Japanese) was a big movement. But these styles were only found in the men\u2019s clothing brands and stores, so it was difficult for girls to find the perfect size and fitting. Many girls went to the vintage clothing stores and looked for menswear items or kid\u2019s size vintage items that could fit them. So, one of the BEAMS staff members had an idea to create a new brand that incorporates the details from menswear targeting women, which became BEAMS BOY. This is why many of our pieces are based on the designs from the vintage items. BEAMS BOY was new and unique at that time, being featured in some magazines. It was normal to see a long queue outside the store.<\/p>\n

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