A new book on the dismantling of BEAMS, edited together with director Motoki Yoshikawa. Chapter 6 "Looking Back with Naotake Magara on Y2K Culture" | feature

A new book on the dismantling of BEAMS, edited with director Motoki Yoshikawa. Chapter 6: "A Look Back at Y2K Culture with Naotake Magara

Fashion in the 2000s is once again on the rise. This season's BEAMS collection is also based on the theme of "Y2K" and focuses on the culture of the 2000s, which emerged after the 1990s. What kind of behind-the-scenes stories can be found in the clothes that have been created in this way? Together with Motoki Yoshikawa, director of the men's casual department, we explore the strategies for this season's original items.
Our guest this time is Mr. Naotake Magara of "A-1 CLOTHING", who has long been a leader of the Harajuku fashion and street scene, and will discuss the culture of the 2000s that emerged after the 90s, looking back on those days and digging deeper into this season's "BEAMS" items.

Photo_Houmi Sakata

Text_Yuichiro Tsuji

Video Director_Udai

Edit_Yuri Sudo

Whenever I went to Harajuku, I always stopped by "BEAMS.

This time, our guest is Mr. Magara, who has been leading the fashion scene since the 1990s.

Yoshikawa:I met Mr. Magara about two years ago through a mutual acquaintance. Since then, we occasionally went out for drinks, and I had the opportunity to have a session with him. Mr. Magara was a buyer for a vintage clothing store called "VINTAGE KING" in the 1990s. When I was in my first year of high school, I went to the store in Harajuku from Niigata with my part-time job salary. That was in 1994. Were you there at the store at that time?

Makara:I may not have been around in 1994.

Yoshikawa:I see. The store at VINTAGE KING was built with the checkout counter a little higher than the floor. The staff looked down on me, which created a sense of tension in a good way, and I remember admiring it.

Makara:So it was.

Yoshikawa:After that, you became a leader of the Urahara culture, didn't you? Of course, I have always looked at his activities with admiration. In short, for me, you are the living embodiment of Harajuku culture, or in other words, a senior figure.

Did you always like vintage clothing?

Makara:That's right. I was of the Popeye generation, so I was always fascinated by "made in the USA. When I entered the fashion world, "BEAMS" was a store that I couldn't avoid. They had the best items. I think I bought my first pair of Nike Air Jordans there. I think they were black and red. That was when I was a college student.

Yoshikawa:Wow! I had never heard of such an item.

Makara:I think there were also "Weapons" by "Converse" and so on. Whenever I went to Harajuku, I would stop by "BEAMS. I was really excited.

Do you have a different impression of BEAMS now than you did then?

Makara:Now the scale has become very large. However, I don't think the fundamental aspects have changed. I have the impression that the staff is cool and many of the customers are cool too.