CALIFORNIA DREAMING: Japanese men will get to live out their California dreams with an exclusive collection that Beams is launching with Levi’s for spring. In 15 stores located throughout Japan, Beams is offering the Levi’s California Collection, which comprises some 35 pieces, including 505 jeans made in San Francisco, white Bedford cords and khaki blazers cut out of water-repellent cotton invented by the U.S. military.
Retailing from $48 to $255, the men’s line will continue through the fall and expand to women’s next year.
This story first appeared in the February 11, 2014 issue of WWD. Subscribe Today.
Three Levi’s stores in San Francisco, Santa Monica, Calif., and New York are also selling it. “As design professionals, we’re influenced by Beams,” said Jonathan Cheung, head of design for the Levi’s brand, at a party Friday in Los Angeles celebrating the launch.
Beams is also big on California style. Two years ago, it hired a Southern California factory to manufacture chambray shirts, jean jackets, chinos and jeans for its private label. Even a member of its 12-strong contingency at the party paired a herringbone tweed jacket with a Patagonia backpack and red, white and blue pocket square that matched the PBR can he was sipping.
Yo Shitara, the Beams president whose father founded the company 38 years ago as an “America life shop,” said Levi’s was one of the store’s original vendors. “It’s kind of going back to the basics, where we started from,” he said. With L.A.-made clothes, he added, “we will continue to strengthen that aspect.”