FOUCUS01_BEAMS
We hope to do something interesting while maintaining the "character" of the project by taking the high road.PROFILE
As the MD of the "BEAMS" department, he manages everything from product development to sales planning, while conducting various surveys and analyses of items, customer trends, and trends. He also serves as a buyer for the pants department, and was involved in the development of this special order product from a leading position.
Have you been dealing in "Big Macs" for a long time?
No, it started this season. BEAMS has customers of all ages, and our current challenge is "how to attract younger customers. In that case, I thought that the new "Big Mac" would offer a new way to showcase and incorporate things that are different from what our generation has seen and experienced.
. It will be interesting to see how you differentiate yourself from the other denim and work-based brands you deal with.
Many people of our generation and older generations say they bought the brand because they have been familiar with it for a long time, but the younger generation, on the other hand, seems to have picked it up with a flat feeling because they are unfamiliar with the original. This is why we were very conscious of "sticking to the high road" when creating our special-order products.
What do you see in that?
At first, we considered changing the materials and details to make it easier to understand, but first of all, we wanted to let people know what kind of brand "Big Mac" is. But first of all, we wanted to let people know what kind of brand "Big Mac" is, so we decided to use denim as the material of choice. The collection is a modern update of the silhouette and fit without altering the base model as much as possible. Symbolic of this is the Beams color orange, which is used as an accent color against the indigo of the denim. The orange is incorporated into the mesh lining material and injected into each item as the essence of the collection, creating a sense of unity.
How is the response?
They have been on sale since early September and have been well received by customers and staff alike. We often see people coordinating their outfits around the coveralls. The collection has become very versatile, and I hope people will enjoy wearing it in any way they like.
Q. What kind of presence do you think the brand will have at BEAMS in the future?
While work brands are gradually gaining momentum again, this is a brand that can distinguish itself from other brands in the same category. I feel such new possibilities.
. So, you will continue to make special orders for the next season?
We are just now preparing for the 2020 SS season, so stay tuned!
I'm looking forward to seeing what kind of items you have in store for us.
Now that the brand has been rebranded and we are free to create freely, we would like to do something interesting while retaining "what is a Big Mac? I would like to do something interesting while keeping the "uniqueness" so as not to deviate from the "what is a 'Big Mac'?
3 Big Mac products specially ordered by Beams.
The special-order products for BEAMS use the same 10-ounce denim with a raised texture. All three models are also available with orange mesh fabric, the color of BEAMS, to create a denim collection that combines an orthodox silhouette with a modern sports feel.
ITEM01_DENIM COVERALL
The royal work outerwear is remixed with a modern sporty taste.
¥14,800+TAX
Denim coveralls are recognized by people of all ages as one of Big Mac's signature items.
. Its presence is truly the star of this season's collection.
In this work, the design is not modified as much as possible, but is adjusted to a modern fit with an oversilhouette.
. recommended to be worn as a set with baker pants of the same material.
The mesh material used for the lining is the most important point of this work.
It improves the ease of wear by improving the sleeve passage, and also serves to visualize the updated look in a clear and easy-to-understand manner.
The brand tag is placed in the center of the pocket to make a strong statement in a plain design.
The slacks are decorated with the brand's logo in an all-over pattern , a detail that is also used in the in-line collection.
The sense of balance that peeks out from the folded cuffs is also exquisite.
The silhouette follows the balance of the original, but the overall silhouette is adjusted to be oversized, including the shoulder drop and body width.
ITEM02_DENIM SHIRT
In addition to its plain appearance, it has a good silhouette that can be used as a shirt outerwear.
¥11,800+TAX
While retaining the authentic feel of a "Big Mac" denim shirt, the width of the shirt is wider than usual.
It has a moderate fall when worn just right, making it ideal for wearing as a shirt outerwear.
The length of the garment is also well balanced, as it is intended to be worn with the hem exposed.
It is an easy-to-wear piece that can be worn as an inner or outer layer.
The yoke is lined with orange mesh fabric, which is also used in overalls.
In this type, the breast pocket is often patterned to be either with a flap or without a button.
The patch pockets are buttoned to make them easy to use and to prevent the contents from popping out.
The body is made of 10 oz. denim fabric.
Since it is designed to be worn in the coming fall and winter seasons, it is relatively thicker than most denim shirts, which are usually 6 to 8 ounces.
The color fades gradually by repeating the process of wearing and washing.
The cuffs are also prone to puckering, and the color fading is more pronounced.
ITEM03_DENIM BAKER PANTS
Baker denim is a condensed version of the workwear DNA from which the brand came.
¥12,800+TAX
For denim pants, a baker type was selected, which conveys the work taste that is the brand's background more strongly.
Although not visible from the outside, a bright orange mesh fabric is used for the slake inside the pocket.
The silhouette is baggy tapered & just long enough to sit at the ankles.
. Therefore, it is highly versatile without having to choose between shoes.
Pith name on the front waist.
. It looks great on one-wash indigo denim.
The most important point in the front view is, of course, the baker pockets at the thighs.
. Similarly impressive are the side tool pockets.
. 3-stitched side seams and other tension areas.
In the past, this was a detail that was avoided because of its strong work color, and the threads were made in the same color to make them less noticeable,
This one has a work taste in the front.
The baggy tapered silhouette takes on the volume of the shoes and can be neatly coordinated.
BEAMS Harajuku
Address: 1F/2F, 3-24-7 Jingumae, Shibuya-ku, Tokyo
Phone: 03-3470-3947
Hours: 11:00 - 20:00
https://www.beams.co.jp
