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BEAMS vs Bernhard Willhelm: similarities and differences

Compare brand traits, similarities and differences.

Reference brand: BEAMS Swap brands

BEAMS

Japan Founded 1976

Trends & youth culture · Outdoor & functional · Streetwear

Bernhard Willhelm

Germany Founded 1999

Decoration & playfulness · Avant-garde & designer · Luxury & heritage

Similarities and differences

Shared traits

  • No shared traits are available.

Different traits

  • Avant-garde & designer

    Bernhard Willhelm shows a stronger emphasis

  • Polished & dressy

    BEAMS shows a stronger emphasis

This pair is not included in the similar brands recommendations.

Trait comparison

  • BEAMS (solid line, circles)
  • Bernhard Willhelm (dashed line, squares)
Traits of BEAMS and Bernhard Willhelm, shown relative to each brand.
How to read the chart

Traits farther from the centre are more prominent within each brand. The chart uses the same relative display as the brand profile. Area does not indicate brand quality or absolute differences between brands.

Traits by category

Bar lengths show how prominent each trait is within each brand.

  • BEAMS
  • Bernhard Willhelm
Minimal & basics
BEAMS：Relative prominence within the brand
Bernhard Willhelm：Relative prominence within the brand
Polished & dressy
BEAMS：Relative prominence within the brand
Bernhard Willhelm：Relative prominence within the brand
Luxury & heritage
BEAMS：Relative prominence within the brand
Bernhard Willhelm：Relative prominence within the brand
Avant-garde & designer
BEAMS：Relative prominence within the brand
Bernhard Willhelm：Relative prominence within the brand
Decoration & playfulness
BEAMS：Relative prominence within the brand
Bernhard Willhelm：Relative prominence within the brand
Streetwear
BEAMS：Relative prominence within the brand
Bernhard Willhelm：Relative prominence within the brand
Trends & youth culture
BEAMS：Relative prominence within the brand
Bernhard Willhelm：Relative prominence within the brand
Sporty & sportswear
BEAMS：Relative prominence within the brand
Bernhard Willhelm：Relative prominence within the brand
Outdoor & functional
BEAMS：Relative prominence within the brand
Bernhard Willhelm：Relative prominence within the brand

Basic information

Field
BEAMS
Bernhard Willhelm
Country Japan Germany
Founded 1976 1999
Category Clothing Clothing
Other categories Bags Accessories Footwear Eyewear Watches Fragrance Beauty and cosmetics Lifestyle products Art projects Art projects

— indicates information that is not available.

Brand profiles

Brand lines

BEAMS

  • BEAMS PLUS

    A men’s label launched in 1999, it champions “authentic menswear to be worn for years” and takes as ...

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  • BEAMS F

    A menswear dress label launched in 1978, with the “F” in its name derived from “FUTURE.” It emerged ...

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  • BEAMS BOY

    A women’s label launched in 1998 for women drawn to the distinctive details and background of men’s ...

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  • Ray BEAMS

    Launched in 1984 as BEAMS’ first women’s label, it proposes women’s looks guided by “The Way of Chic...

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  • BEAMS LIGHTS

    It was a label through which BEAMS proposed luxury casualwear for “enjoying fashion comfortably.” Un...

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  • Demi-Luxe BEAMS

    This is a label for women seeking to enrich both their professional and personal lives, offering a c...

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  • EFFE BEAMS

    Founded in 2002 as a label supporting the lifestyles of women who value quality, it offers simple de...

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  • Vermeerist BEAMS

    A label themed around “dressing is fun,” it presents a combination of products sourced overseas and ...

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  • International Gallery BEAMS

    This is a label that curates items by designers from Japan and abroad across a range of genres, from...

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  • BEAMS HEART

    It is an original label developed to make BEAMS’s distinctive designs part of everyday life while in...

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  • merrier BEAMS

    It began in 2004 as an online-only maternity label and restarted in 2015 as a maternity and nursing ...

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  • BEAMS mini

    An original label that brings BEAMS’s sense of reassurance and trust to children’s clothing. It inco...

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  • BEAMS GOLF

    A specialist label that extends BEAMS’ editorial sensibility to golf attire, combining the functiona...

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  • BEAMS GOLF ORANGE LABEL

    Within BEAMS GOLF, this is a line that incorporates American casual and outdoor elements into golf w...

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  • BEAMS GOLF PURPLE LABEL

    Within BEAMS GOLF, this line is based on traditional golfwear styles, incorporating modern silhouett...

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  • BEAMS T

    This is a T-shirt specialty label from BEAMS, launched in 2001 under the theme “ART FOR EVERYDAY.” I...

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  • BEAMS JAPAN

    With Japan as its central theme, this label and hub curates food, fashion, notable products, collabo...

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  • BEAMS Planets

    This is a label that introduces original products and selected items alongside the stories behind th...

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  • BEAMS COUTURE

    This label began in 2017 as an initiative to rework deadstock stored in BEAMS’s warehouse by hand. I...

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  • B:MING by BEAMS

    The label handled casual and business wear for men and women, as well as children’s and baby clothin...

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  • BEAMS CULTUART

    A project that draws on the perspective BEAMS has cultivated through fashion curation to present cul...

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  • TOKYO CULTUART by BEAMS

    Launched in 2008 as a project to introduce to the world art, design, and culture emerging from Tokyo...

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  • BEAMS Mangart

    This is a project that draws on the editorial and planning perspectives developed by BEAMS to undert...

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  • bPr BEAMS

    Starting in 1992 with the selection and planning of lifestyle goods, stationery, and accessories, th...

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  • BEAMS RECORDS

    Founded in 1999 as a label presenting the era’s “zeitgeist” and “essence” through music. In addition...

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  • maturely

    A collection built around the keyword “MODETRAD,” combining “MODE” and “TRADITIONAL,” and translatin...

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  • Brilla per il gusto

    A men's label launched in 2003, it proposes clothing for adults who devote themselves to their hobbi...

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  • Kodomo BEAMS

    To nurture children’s sensibilities and imagination, it offers children’s wear selected from Japan a...

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  • fennica

    A lifestyle label introduced in 2003, themed around “bridging design and craft.” It combines traditi...

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  • Calling

    A project centered on making things, launched in earnest by BEAMS in 2026. It engages with makers ac...

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  • MAAI

    A womenswear brand developed by BEAMS, it proposes clothing for adult women living in cities under t...

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  • CAROLINA GLASER

    A womenswear label offered by BEAMS, it proposes everyday clothing incorporating romantic elements w...

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  • CAROLINA GLASER BLACK

    This is a line within CAROLINA GLASER by designer MEG. It offers products that share the romantic el...

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  • mmts

    A fashion brand co-produced by Shoko Nakagawa and BEAMS. It reflects Nakagawa’s personality, lifesty...

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  • B.G.THREE

    A line developed by BEAMS GOLF, offering simple, functional clothing for settings ranging from the c...

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Bernhard Willhelm

No information is available.

Collaborations

BEAMS

  • 2026-01-09

    New Balance

    Their first apparel collaboration in the “Made in U.S.A.” series. Four styles, including crewneck sweatshirts, all made in the United States.

  • 2026-01-01

    Barbour

    A BEAMS store blog introduced special-order BEAUFORT and other items on January 1, 2026. The release date and detailed lineup have not been determined.

  • 2025-12-19

    NEEDLES

    The 25FW collection, created exclusively for BEAMS BOY, includes black watch plaid jackets, skirts, and other items. Released in December 2025.

  • 2025-12-19

    Paraboot

    Paraboot × International Gallery BEAMS special-order CORSE. Released in December 2025 in black suede and other versions, with an IG BEAMS engraving.

  • 2025-10-17

    YanYan

    Ray BEAMS, YanYan, and three other brands present an exclusive collection themed around “knit.” All six styles launch in October 2025.

  • 2025-10-17

    GIM CONTEXT

    A “knit” collection by Ray BEAMS and four brands, including GIM CONTEXT. It comprises six styles and was released in October 2025.

BEAMS collaborations

Bernhard Willhelm

  • 2024-09-28

    grounds

    Their fourth collaboration for 2024 AW “Romanesque.” Three styles, including the BULKY sock trainer, were released on September 28.

Bernhard Willhelm collaborations

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