Musical artist Licaxxx can be seen in KINGS with BEAMS SPORTS, a special concept movie made to promote the collaboration between BEAMS SPORTS and the Ryukyu Golden Kings, a B. League professional basketball team.

This project aims to expand the community surrounding both collaborators. BEAMS SPORTS creates opportunities for people to become more familiar with the positive energy generated by modern sports culture while the Ryukyu Golden Kings is known for celebrating the people and culture of Okinawa.

The concept video was planned and supervised by 92, a member of the artist collective GReeeeN. The star-studded cast includes Kabuki actor Matsuya Onoe and other basketball enthusiasts.

KINGS with BEAMS SPORTS

<Comment from Planner and Supervising Director GReeeeN’s 92>
“I want to share my home of Okinawa with both Japan and the world.
The concept of this video is one of hope. I want the appeal of basketball to merge with tons of other cultures.
I’m thrilled to be able to show my own take on historical backgrounds and culture in this new way!”

<Comment from Licaxxx>
“There are so many musical artists who love basketball! But when compared to overseas fans, they’re much quieter and less open about it. I’m sure they blend in pretty well courtside. (Laugh)
I hope everyone enjoys wearing these fashionable original items while cheering as hard as you can!”

BEAMS MUSIC FESTIVAL 2022 ‘BE FES!’ will be held at Zepp concert halls in Sapporo, Tokyo, Nagoya, Osaka, and Fukuoka from July 5 to August 10, 2022. 

The artist lineup and performance venues have been partially changed following the event’s postponement. The lineup will include a variety of unique artists that are all up-and-coming in the Japanese music scene, and the official T-shirts that were previously available for preorder are now available to order again at the BEAMS online store.

Areas around the venue will also offer events, and the BEAMS HAPPY TICKET will be available for guests to enjoy. The ticket is part of a collaboration with restaurants and shops in the area recommended by BEAMS staff. 

The festival will be livestreamed so that those unable to attend the venues in person will still be able to enjoy!

BEAMS is a company that loves music and wants to bring happiness to the people of the world with the power of music. Who are you most excited to see perform?

BEAMS COUTURE, a BEAMS label focused on upcycling and handmade items, has teamed up with sweets brand RURU MARY’S for a special apparel collaboration collection.

Dress

Knit Sweater

Bag (Large)

Bag (Small)

Pouch

Chocolate Sable

The iconic floral illustrations used in RURU MARY’S packaging appear throughout the collection. The tote bag and pouch are made of insulating material, perfect for carrying chocolates! Each item also comes with a tag featuring a special rose sticker.

BEAMS Japan has collaborated with 13 businesses to develop nearly 100 unique products to highlight the wonders of Aomori Prefecture. Under the title ‘BEAMS EYE on AOMORI,’ these products are now available to purchase from the BEAMS Official Online Store. They will be available at the BEAMS Japan shop in Shinjuku starting January 19, 2022. 

BEAMS EYE on AOMORI Products at a Glance

BEAMS Japan travelled to Aomori to search for inspiration and to learn more about the prefecture famous for its blue skies and apple orchards. The areas rich nature and traditions come to life in this new line of merchandise, so why not enjoy some of these products for yourself?

BEAMS Japan will hold an event highlighting the wonders of Okayama Prefecture in both Shinjuku, Tokyo, and Taipei, Taiwan! The event will feature specialty products from 11 businesses in Okayama, and is now open in Shinjuku, with the Taipei event beginning in February 2022. Certain items are also available at the official BEAMS online shop.

Selected Products

Okayama prefecture is known for its mild climate and nature. BEAMS Japan has developed 81 unique products, with some highlighting the denim creation in the region and others showcasing local crafts.

As Okayama is closely associated with Momotaro, a figure out of Japanese folklore, peaches are very prominent in the region and can be seen in a number of these special products. 

Selected products from the collection will be available at the Taipei location from February 24 until March 13, 2022. Although travel has been made incredibly difficult during the pandemic, this pop-up shop was made possible by Okayama prefecture and BEAMS Japan. 

Artist Maki Ohkojima is inspired by life and the environment. UpcycleLino is creating completely recyclable products that produce zero waste. It makes sense that these two would collaborate, and their new items ask people to think more about their relationship with nature. With a theme of ‘circulation,’ these items will be on sale at participating shops around Japan and online. 

UpcycleLino × MANDALĀJU Big Band Collared Shirt

UpcycleLino × MANDALĀJU Sketched Tote Bag

UpcycleLino × MANDALĀJU Scarf

The ‘Tree of Life’ project is inspired by the theme of coexistence between the environment and all living things. It is important to protect limited resources for future generations. UpcycleLino is a completely sustainable company, using fabric scraps from other projects to create brand new clothes. 

People, animals, insects, plants, and all other living things exist in the circle of life, and this is the message conveyed through Maki Ohkojima’s art. What can we do to better coexist with the planet? 

©角川武蔵野ミュージアム

Ryusenji no Yu is a chain of bath facilities throughout Japan, offering saunas, bedrock baths, and artificial hot springs. Saunas are surprisingly popular throughout the country, and recently, a beverage called Oropo has been called the perfect drink to enjoy after sitting in the heat. A mixture of the vitamin drink Oronamin C and sports drink Pocari Sweat, it’s a perfect blend to refuel after all that sweating. 

The Nagoya Moriyama location will begin selling Oropo-branded goods by BEAMS starting September 16!

Merchandise sold in the odd collaboration will include mugs featuring markings to help mix the perfect amount of Oronamin C and Pocari Sweat to make the ultimate Oropo. T-shirts with pop-up store character Oropo-kun are already the talk of social media. Those who purchase a certain amount of goods will be given a bonus sticker. 

As expected, Oropo will be served during the campaign, along with Oropo Shaved Ice, created by the queen of shaved ice Asako Harada!

Sendai PARCO will begin a 10-day event focusing on the idea of sustainability starting September 17 and concluding September 26, 2021. ‘Love Earth, Love Us’ will highlight sustainability-related products and services available at the shops within Sendai PARCO, and a web page has already been opened to get people thinking about this important subject. Those purchasing or using any of these products and services will receive certain added bonuses, as a way to raise awareness and give back to those making an effort to support the health of the planet. 

The main visual used in promoting the event was drawn by Toshiya Nakashima, and depicts Mount Vinicunca in Peru, often called Rainbow Mountain. The drawing was commissioned by Heralbony, an art gallery featuring pieces by those with intellectual disabilities, who will also hold a limited-time pop-up shop inside Sendai PARCO during the event. The shop will sell unique items, including hand towels featuring this gorgeous portrait of Rainbow Mountain, so don’t miss out!

Eco-friendly Japanese skincare and lifestyle brand athletia will release its products in the UK market this October. The UK version of the brand’s website, including an e-shop, is planned to be available to consumers on October 6.

athletia was launched by Kao Group’s cosmetics manufacturer e’quipe in February 2020, and prides itself on using only environmentally friendly ingredients, containers, and packaging.

At the time of launch, the company will adopt the DTC model, concentrating on e-commerce and social media in order to show transparency and build trust within the community. During the following year, athletia aims to specifically include other companies’ e-commerce sites in its sales strategy, due to the changes the retail world has experienced due to COVID-19.

European consumers have high standards when it comes to sustainable products, social contributions, and corporate transparency, and athletia is confident it can meet the level of excellence needed for further growth in the region. Using the UK as a foothold, athletia plans to expand to other European countries within three years.

Meguriwa, a project promoting sustainability in Japan, will hold a two-day market and exhibition on November 12-13, 2021. The venue for the event isn’t a large convention center, but rather an old house forgotten by time in southern Shibuya, surrounded by new development. The space blends traditional Japanese atmosphere with a modern Western style, and promises a sense of nostalgia to all who attend. 

The event will bring together a large collection of artwork, products, and materials from creators and companies all over Japan who focus on recycling-centric creation. This includes products made from wood sourced from forest thinning, as well as those using a portion of proceeds to support environmental conservation efforts. In the midst of major societal changes, humans must continue to coexist with natural phenomena like climate change, viruses, and earthquakes. With this in mind, Meguriwa hopes to share their vision of a ‘circular bioeconomy,’ in which mankind doesn’t separate themself from nature, but instead both fears and appreciates it. 

The event is advertised as a place where people can both learn and have fun while considering our impact on nature, and how we can impact the future. An online seminar, ‘The Meguriwa Study Hall,’ will take place each week for a month prior to the event!

This event is for a great cause. Get to know local craftsmen and more about long-term sustainability this November!

BEAMS is set to have its own booth at Virtual Market 6 (Vket6) which will be hosted by HIKKY from August 14-28. At the BEAMS booth, they will be showcasing must-visit sento bathhouses. Vket is one of the biggest virtual events in the world, and uses Web to VR technology so you don’t need a VR headset, meaning people can access it simply by connecting via mobile, PC, or other smart device. This will be BEAMS’ second attendance at the event, and shop staff will appear inside as avatars.

Inside BEAMS ‘Recommended Sento 2021’ Booth at Vket 6

Inside BEAMS ‘Recommended Sento 2021’ Booth at Vket 6

Vket-chan wearing the free towel you get at the BEAMS booth

BEAMS is taking their ongoing ‘Recommended Sento 2021’ project, which is running at Kotobukiyu in Ueno, Tokyo, until September, to the virtual realm in a collaboration with COW BRAND SOAP. As well as collaboration merch, players can use Vket-chan’s 3D avatar and combine it with the free towel to bathe in the bath as her.

The virtual space is decorated with sento pictures illustrated by manga artist and calligrapher Mari Yamazaki. Users can also launch fireworks, and there are various Japanese summer-themed attractions.

The official Vket merchandise will be available on the Merch by Amazon service and can be shipped to Japan, the US, UK, France, Germany, Italy, and Spain.

Innovation Design launched its new ‘Art For Social Change’ project at haishop in Shibuya Scramble Square on July 21 which sees artwork made from waste.

According to Japan’s Ministry of the Environment, 42.74 million tonnes of garbage has been thrown out since 2019. That’s the equivalent of around 115 Tokyo Domes, or 918g of waste per person everyday. The waste cannot be exported, and so real action is required to reduce the amount of waste create on the island country of Japan, especially when thinking 20 years down the road.

That’s where haishop comes in. Using caps from detergent, which are actually no longer sold, as well as plastic caps and other materials resulting from waste, it will create a new identity for waste together with consumers in the form of art. Art For Social Change aims to send a message to society to make real transformations in the world through the medium of art.

It’s easy to imagine what happens when creating a product up to its completion, but considering what happens to it after it’s been used is a lot more difficult. Every year, the available capacity at final disposal sites decreases more and more. The important topic at hand is getting everyone in Japan to really treasure the products they buy, to conceive ideas on how to prolong longevity of the things that people purchase, and construct a new society centred on recycling and reusing. And this isn’t just a Japan problem – it’s a global one. That’s the message which Art For Social Change carries.

The only conditions on participating with the project is that you agree with its goal and that you use materials on sale at haishop. Everyone is invited regardless of age or gender.

The artworks in action

4th year students from Nitobe Bunka Elementary & Junior High School used waste materials to create ‘souvenir’ theme products which the children are helping to sell at the shop. The proceeds go back to the school itself while helping teach children about new ways of reusing and recycling.

Souvenirs created by the students of Nitobe Bunka Elementary & Junior High School

Mascara bottles made using caps from detergent bottles