Japanese label BEAMS has launched “THE A,” its new line of elevated essentials. Calling the new collection an “experimental project,” Beams says it “seeks the way to redefine “AUTHENTICITY” for the modern era.” For its inaugural release, BEAMS’ THE A offers a concise curation of high quality menswear staples
A first look at the line-up highlights shirting including a blue flannel and an Oxford shirt, and essentials including a white crewneck and a black hoodie. The accompanying campaign highlights friends of the brand sporting the new line, showcasing other silhouettes including a leather blouson, washed denim pants, and a classic charcoal two-piece suit.
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THE A arrives as the Japanese company continues to expand its global reach, with increased activity in the US. On March 6, the brand announced that it would soon establish an e-commerce presence in the US, and eventually permanent stores. In the meantime, the brand will open the “BEAMS POP-UP LA” at 620 Imperial Street from March 7 to April 20.
While the collection has already landed at BEAMS’ Japanese flagship stores, BEAMS will also offer the A at the limited-time store “BEAMS POP-UP LA” in Los Angeles.
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