A new book on the dismantling of BEAMS, edited together with director Motoki Yoshikawa. Chapter 4 "Nulbarich JQ and his insatiable pursuit of fashion" | feature

A new book on BEAMS, edited together with director Motoki Yoshikawa. Chapter 4: "Nulbarich JQ and his insatiable pursuit of fashion

BEAMS will establish the seasonal theme of "URBAN ACTIVITY LABO" for the fall/winter 2022 season. How should we go about capturing the wide variety of clothes created from the "imaginary laboratory for urban activities"? We explore how with Motoki Yoshikawa, director of the men's casual department.
This time, the guest was JQ from Naribarich, who Mr. Kikkawa says is a big fan of the brand, and while trying on "BEAMS" clothes, they discussed each other's sense of fashion as well as their particular items.

Photo_Teppei Hoshida

Hair&make_Daiki Okinaga

Text_Yuichiro Tsuji

Edit_Yuri Sudo

. "BEAMS" is making clothes that remind us of the origin of clothing.

What did you think of the items you saw?

JQ:They are all basic, but I could tell that they were made with great attention to sizing and fabric. You can really see the quality when you try them on.

As mentioned by Parker, the more basic an item is, the easier it seems to be to make, but I realized that it is not arrogant to think so, and that it is in fact made with great care.

Yoshikawa:If we don't pay particular attention to basic, universal items, we will not be able to please our customers, especially since there are so many hoodies in the world. We are always looking for the best quality for our products, and we are happy when people like JQ wear our products and appreciate the silhouette, comfort, and texture of the fabric.

JQ:The original items at BEAMS are easy to match with high-brand items. When I ask Mr. Lambda to style my outfit, he often pairs one main item from a high brand with another item from BEAMS when he asks me what to wear. When Mr. Lambda asks me what to wear with one main high-brand item, he often matches it with an item from BEAMS. It is the items that do not make a statement that are important, and by daring to choose BEAMS, the silhouette is fine-tuned. The difference is quite large. I felt that the store's character was expressed in the fact that they knew this and designed the items accordingly.

Yoshikawa:Thank you . I'm glad you really appreciate the details.

What do you expect from BEAMS in the future?

JQ:It is a leading store and brand in Japan, and I think it has the power to bring the joy of fashion to people from all walks of life. Therefore, it would be a good idea to do volunteer work, such as donating clothes to people in need who are forced to live in poverty.

Yoshikawa:I see . That might be good.

JQ:I think that the future of fashion is not about going back to the basics, but it is time to rethink how clothes should be made. Clothing was designed as an essential part of life before fashion, and it developed as a culture and became fashion. I think that BEAMS is creating products that remind us of the origin of fashion.

Yoshikawa:Fashion is important to us, of course, but we are also conscious of designs that fit in with your lifestyle and that you can wear in your daily life. We also want to make our customers happy. That is what we will continue to pursue in the future.