In November, BEAMS PLUS inaugurated its first-ever independent presence in the US with a temporary pop-up in Los Angeles. Now the Japanese label is bringing its pop-up to the opposite coast to set up shop with Noah – next to the New York label’s 195 Mulberry flagship. The BEAMS PLUS LIMITED STORE will open from Tuesday, January 28 to Friday, February 28, 2025 at 199 Mulberry St.
Celebrating the label’s 25th anniversary, the pop-ups are part of a new strategy for the global expansion of BEAMS PLUS and BEAMS’ other brands. While BEAMS PLUS can be found at stockists across the states, the Japanese company had never established a physical store in the US until last fall. The change in strategy marks a full-circle moment for the company, which proudly cites early American fashion as one of its core inspirations.
The New York pop-up will carry the most recent SS25 collection, along with the previous FW24 collection, featuring original fabrics like jacquard-woven patterns and double-dyed indigo denim. The label’s best-selling menswear essentials including button-down Oxford shirts, three-button blazers and two-pleat chinos will also be offered at the site.
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In support of recovery efforts for California’s recent wildfires, 3% of the sales from the NYC BEAMS PLUS LIMITED STORE will be donated to disaster relief activities.
To see what BEAMS PLUS will offer at its forthcoming NYC pop-up take a look at the brand’s FW24 collection and SS25 collection at Hypebeast.
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