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Vermeerist BEAMS
Basic information
Overview
Vermeerist BEAMS is a BEAMS label launched in 2003 by Yoon Seung-ho and Tomoko Inuzuka. It operates from a small room inside BEAMS WOMEN Harajuku in Harajuku, Tokyo, and sells primarily through its physical store, without e-commerce. It combines items sourced overseas with original products, selecting them from a perspective less influenced by trends. Buyers share the appeal of the products in person in the store and present clothing that makes wearing it enjoyable, as well as encounters with clothes that bring special feelings.
Concept
A label that proposes what is obvious yet most important in an age of abundance.
Tagline
Getting dressed is fun
Parent brands
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BEAMS 1976
A label built around the idea that “getting dressed is fun,” combining products sourced overseas with original designs. Its products are sold mainly through physical stores, where the buyer personally conveys their appeal to customers. Unlike other BEAMS lines, which make a broad range of curated products available, it has a strongly independent positioning that turns in-store conversations and the buyer’s own perspective into value.
An independent line that foregrounds the buyer’s discerning eye.