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It’s hard to argue against BEAMS PLUS being in a league of its own when it comes to collegiate styling, because, well, it is.

As the premium line of Japanese retailer BEAMS, the sub-brand’s penchant for stylistic sensibility with a deep appreciation for all things varsity (as well as other heritage-infused sub-cultures) is second to none – and has been since its inception.

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Vintage Americana plays a big role in what BEAMS PLUS does, as does a love for old-school collegiate codes: two things that have never been more apparent than in its forthcoming collaboration with British retailer END., which looks set to land online on July 16.



A follow-up to the pair’s debut 2019 “Grey Scale” collaboration celebrating END.’s fifteenth anniversary, the upcoming 13-piece capsule – aptly dubbed “Varsity” – sees BEAMS PLUS deliver classic collegiate looks through a premium Japanese lens.

Think Danny Zuko’s leather-sleeved varsity jacket and patch-heavy woolen cardigans, alongside signature Beams Plus styles like panel Oxford shirts, patchwork smocks, and a myriad of accessories.




That being said, BEAMS PLUS isn’t just about collegiate styles, as its recent Spring/Summer 2022 collection lays bare. Military styles, workwear, suiting, and heritage menswear all play a heavy role this season and continue to heavily influence the brand’s well-polished looks; in essence BEAMS PLUS is a sucker for tradition – then again, who isn’t?

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2022 has been a busy one for BEAMS who last month teamed up with Paperboy Paris and New Balance for a sneaker collaboration, soon after a mule link-up with French outdoors brand Salomon.

It’s no surprise BEAMS is having yet another busy year, boasting no less than six sub-labels, but who’s complaining? I know I’m not.

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