In a fashion landscape more congested with collabs than ever, how do you cut through the noise and actually get people’s attention? If you’re BEAMS T, you work with LN-CC and tap 10 artists to do their thing on 10 T-shirts.
In this Tokyo meets London link-up, 10 global artists turn the classic BEAMS T into a canvas using a load of different methods, from collage to oil painting to graphics. The artists selected include Ed Davis, ESOW, Face, Kazuma Ogata “ZMURF,” Kei Tanaka “BIAS DOGS,” Kousuke Kawamura, Ryota Daimon, Sablo Mikawa, SHINKNOWNSUKE, and Yabiku Henrique Yudi.
BEAMS was founded in 1976 in Tokyo’s Harajuku district and has made a name for itself with its cross-brand collaborations. Take, its collaborations with Arc’Teryx, which became gorpcore meme gold when a patchwork Beta SL jacket was photoshopped onto Yoda. Jedi drip aside, this is just one example of BEAMS’ curated approach to collaboration: often ahead of the curve, and reworking top-notch products with its curated Japanese lifestyle approach.
BEAMS T was founded in 2001 and has a bit of history when it comes to spotlighting artists and putting their work on its tees. It was founded as a T-shirt shop based on the concept of “Art for Every Day,” applying the work of artists from around the world to T-shirts and pioneering cross-industry collaborations, often in gaming and animation.
The collaboration between BEAMS T and LN-CC does exactly that, bringing together art and clobber in one of London’s coolest and most cave-like stores. The project will also see BEAMS T’s original blank tees available in Europe for the first time.
We chatted with LN-CC Street and Sport Buyer Olly Smith to get the lowdown on the collab.
How did you select the artists for this project, and what was the process like?
BEAMS T has long had a history of showcasing upcoming artists and brands as well as household names. I think when you’ve got such a long-standing history and personal relationship it makes projects such as this a really smooth process.
BEAMS T is dedicated to presenting art on T-shirts. Why do you think T-shirts make work so well as canvasses for artistic expression?
To quote Bill Cunningham, “fashion is the armour to survive the reality of everyday life.” Unless we’re talking about uniform, then I think clothing provides a perfect canvas for self-expression, not just artistic. And with that, a T-shirt is the simplest form of projecting those ideologies.
How does this project reflect creative influences from both London and Tokyo?
This is down to the artist for me. I’m lucky to have had a relationship with Beams Tokyo for 8 years or so now, so projects such as this come about organically, which is always nicer. I don’t like forcing a brief or a collaboration, so to speak, so rather than a traditional approach to ”Beams x LN-CC” it’s nice when two entities can just come together in showcasing talent that we’re both huge fans of.
BEAMS T’s Harajuku store features a conveyor belt installation. LN-CC has a foot-shaped room and its iconic tunnel. How important is it to present these products in immersive spaces?
It depends on the consumer, I guess, I’m of a generation that enjoys immersive retail experience. Beams are champions of this in all their various worlds, creating immersive identities across their vast network whether you’re in Beams Boy or Beams International Gallery, you can be transported into different worlds within a few steps. If we’re going to break the consumer out of their comforting home digital shell, we need to give them something to touch, see, and smell otherwise, you may as well just stay at home.
What is the trick for making a really good graphic tee?
Subjectable of course. Something wearable, something relatable, something unique.
Do you have a favourite tee from the collection?
It’s impossible for me to choose I’m afraid I’m biased, but they’re all great.
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