DEEPTOKYO
magazine
EN
DEEPTOKYO
magazine
EN
2025.07.07
The Origin of Japan’s Select Shop Culture, Evolving with Harajuku
Nearest Station
「BEAMS HARAJUKU」 is the flagship location that represents the beginning of 「BEAMS」, the brand that helped establish Japan’s select shop culture. Located on the site of their first store, which opened in 1976, it continues to curate the latest men’s casual fashion from both Japan and abroad, with a focus on American casual, street, and work styles. The store features a lineup that reflects the Urahara (Underground Harajuku) culture, along with exclusive collaborations and original lifestyle items. Here, visitors can discover special one-of-a-kind fashion pieces and stylish Japanese souvenirs.
SHARE
「BEAMS」 started in 1976 as a small shop of just 6.5 tsubo (approximately 21 square meters) in Harajuku. At the time, Harajuku was still a quiet neighborhood, but the arrival of 「BEAMS」 helped transform it into a hub for youth culture and fashion. Through the American casual boom, the rise of Urahara culture, and the spread of street fashion, 「BEAMS」 evolved into a lifestyle select shop, curating not only fashion but also interior goods, music, and art. Today, 「BEAMS」 operates eight different label stores in Harajuku, remaining at the center of the area’s fashion and culture.
「BEAMS HARAJUKU」 stands along Meiji Street, located on the site of the brand’s first store, opened in 1976. At the time, American casual fashion was still rare in Japan, but 「BEAMS」 introduced this style through their curated selection. Today, they continue to evolve, blending American casual roots with elements of street, workwear, and sports to offer the latest men’s casual fashion from Japan and around the world. True to the meaning behind the 「BEAMS」 name—“shining a light on things yet to be discovered”—the shop’s entrance canopy is decorated with light bulbs.
The first floor features seasonal collections and carefully selected brand items.
Climb the central staircase to the second floor, where you’ll find original 「BEAMS」 items, exclusive collaborations, and lifestyle goods.
The store also carries popular outdoor brands with flagship stores in the Harajuku area, such as 「Arc’teryx」 and 「Patagonia」.
In the 1990s, sneaker and skateboard culture took root in Harajuku and evolved in uniquely Japanese ways. 「BEAMS HARAJUKU」 embodies this Harajuku spirit. Near the first-floor register, the store features 「SSZ」, a surf and skate brand directed by Tadatsuyuki Kato, a buyer who belongs to the Urahara generation. On the second floor, a wide selection of sneakers curated from the 「BEAMS」 perspective awaits, with styles that naturally fit today’s street and casual fashion.
The 「SSZ」 space showcases Kato’s personal skateboard collection, 1990s magazines, and hand-drawn zines, expressing his deep love for skate culture.
The second floor features a wall of shoe racks lined with popular sneaker brands such as 「SALOMON」, 「HOKA」, 「NEW BALANCE」, 「NIKE」, and 「PUMA」.
For example, the 「NEW BALANCE」 ABZORB 2000 is a popular model with a distinctive midsole design, priced at ¥24,200.
One of the main attractions of select shops is discovering exclusive collaboration items. 「BEAMS」 offers a wide range of special products co-created with global brands such as 「LACOSTE」, 「FRED PERRY」, and 「Polo Ralph Lauren」. These include logo designs customized specifically for 「BEAMS」, making them exclusive items only available here. The store also features original 「BEAMS」 apparel and interior goods, making it an ideal spot to find stylish Japanese souvenirs.
「FRED PERRY」 Collaboration Polo Shirt — ¥14,300
「LACOSTE」 Collaboration T-Shirt — ¥12,100
「Polo Ralph Lauren」 Collaboration Cap (especially popular) — ¥13,200
「BIRKENSTOCK」 Collaboration Sandals — ¥25,300
The store also carries items from 「bPr BEAMS」, a label focused on lifestyle goods, including power strips and Bluetooth speakers in 「BEAMS」’ signature orange color.
In addition, 「SEIKO」 table clocks and 「APOTHEKE FRAGRANCE」 items from Japanese brands are popular souvenirs among international visitors.
In addition, 「SEIKO」 table clocks and 「APOTHEKE FRAGRANCE」 items from Japanese brands are popular souvenirs among international visitors.
「adidas Originals × BEAMS」 SUPERSTAR II An updated version of the iconic 「SUPERSTAR」 designed for improved comfort. ¥22,000
The rubber toe cap and lace aglets feature 「BEAMS」 logo detailing.
The rubber toe cap and lace aglets feature 「BEAMS」 logo detailing.
「the A」 Selvage Denim Pants Crafted with 12.5-ounce selvage denim, reproducing the look and feel of 1947-era jeans. Hand-applied bleach treatments create a vintage, worn-in finish. ¥41,800
Authentic red selvage details are faithfully reproduced.
「Arte Antwerp」 Streetwear A streetwear brand from Antwerp, Belgium, known for its minimalist designs.
The polo-collared top features a straight silhouette and bold logo accents. ¥37,400
The information contained this article was correct as of 07/07/2025 (the time of publication)
