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A new book on BEAMS, edited with director Motoki Yoshikawa. Chapter 8: "Schadaraparr Bose on the Importance of Sticking to the Basics
Strategy Of BEAMS

A new book on BEAMS, edited with director Motoki Yoshikawa. Chapter 8: "Schadaraparr Bose on the Importance of Sticking to the Basics

Fashion in the 2000s is once again on the rise. This season's BEAMS collection is also based on the theme of "Y2K" and focuses on the culture of the 2000s, which emerged after the 1990s. What kind of behind-the-scenes stories can be found in the clothes that have been created in this way? Together with Motoki Yoshikawa, director of the men's casual department, we explore the strategies for this season's original items.
Our guest this time is Mr. Bose of "Schadaraparr," a milestone in the Japanese hip-hop scene, who talks a lot about the 1990s and 2000s, as well as his own views on fashion.

  • Photo_Teppei Hoshida
  • Text_Yuichiro Tsuji
  • Edit_Yuri Sudo

BEAMS JULY LOOK

In July, when the heat reaches its peak, there is a full lineup of mid-summer items. American casual, a specialty of BEAMS, is expressed in a form that fits the current mood. Items symbolizing this season's theme, "Y2K," are added to spice up the lineup, creating a lineup that is genre-less and has depth.

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PROFILE

Bose (Schadaraparr)

MC of Schadaraparr, he made his debut in 1990 with the album "Schadaraparr Daisakusen". Since then, he has been involved in many things. His personal activities include TV, radio, and commercial appearances, narration, writing, and gaming, etc. He delivered the single "Rinne Rinne Rinne feat. Robo Space & LUVRAW" in April 2023, and held "Celebrating the 100th Anniversary of Hibiya Noon: Schadaraparr 2090" on April 16.
Instagram: @Bose_sdp

PROFILE

Motoki Yoshikawa

After joining BEAMS in 2001 and gaining experience as a store staff member, he became a buyer of men's casual wear in 2012, and was promoted to chief buyer in 2015, where he currently serves as director.
Instagram: @yoshikawamotoki

INFORMATION

BEAMS 23SS COLLECTION

Official Site
Instagram: @beams_official @beams_mens_casual

Edit_Yuri Sudo
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