Renowned for her masterful interpretation of classic American menswear BEAMS PLUS, started as a tiny shop in Harajuku, Tokyo in 1976, the store name was titled American Life Shop BEAMS. After a dark period of political turmoil, young people, influenced by the images of American culture they saw in movies and on television, were eager to get their hands on
something other than army equipment. This is the beginning of BEAMS. Designed to replicate a UCLA dorm room, the store was undoubtedly the first of its kind.
