Brand Revisited: BEAMS Golf at 15

We wrote about BEAMS Golf in August, and a lot has happened since. BEAMS, the Harajuku shop that started as a 21.5-square-meter store in 1976, turned 50 this year, and BEAMS Golf turned 15. The brand marked it the way it marks everything: with special orders. There is a Lacoste knit polo with BEAMS inside the crocodile patch, available for one year only, a Baracuta jacket with a tree-camo lining, a blue-and-white Jones caddie bag, and on October 28 a Malbon archive drop that brought back the graphic from the two brands’ first collaboration.

Sun Day Red, through BEAMS. The bigger news is that BEAMS Golf is now the exclusive home in Japan of Sun Day Red, the brand Tiger Woods started with TaylorMade in 2024. It made its Japanese debut with a BEAMS Golf pop-up at the Baycurrent Classic, Japan’s only PGA Tour event, at Yokohama Country Club from October 8 to 11, then went into the BEAMS Golf store in Yurakucho on October 16, alongside a special Icon Polo II in BEAMS Golf green at ¥26,400.

The Greatest Hits. The fall/winter season is called “The Greatest Hits,” old favorites brought back like a band’s best-of album: an “On the Course” chapter in late summer, then “U.S. Traditional,” with Purple Label running a British theme it calls Return British. In July, BRIEFING and BEAMS Golf made their first special caddie bag since 2018, in woodland camo, and on October 30 a run of Harris Tweed headcovers and bags arrived.

A correction. Our August post called Satoshi Nishiwaki the director of BEAMS Golf. According to Senken Shimbun, he moved to BEAMS Creative in March 2025 and now directs New Vintage Golf, a line that mixes vintage and new pieces. He set the tone for BEAMS Golf for most of its 15 years, and his line from 2019 still describes it: the clothes are for golfers who like them, not for the pros.

Buying it from the US. Everything here is priced in yen on beams.co.jp; we converted at about ¥156 to the dollar. When we checked on October 30, the site was offering international checkout through WorldShopping. BEAMS’ US store, BEAMS America, does not carry BEAMS Golf.

BEAMS Golf launched in spring 2011 as Japan’s first select-shop golf line, and for most of its life the man shaping it was Satoshi Nishiwaki, a BEAMS lifer who, by his own account, had never played the game. “Until I got involved in launching BEAMS GOLF, I had never played golf at all. If anything I avoided it,” he told Bunshun in 2019 (our translation).

That outsider view became the brand’s idea. “BEAMS GOLF wants its clothes worn by players who like them and who they suit,” he said in the same interview, after Hinako Shibuno won the 2019 Women’s British Open in an Orange Label polo. “Ultimately, BEAMS GOLF isn’t made for professional golfers.”

He was also honest about the boom years. In 2024, returning as director for a season after time away, he told WWD Japan the brand had leaned too hard on reorders of best-sellers and staples instead of new ideas, and that it had to reflect on that. The answer since has been special orders and themes: New York, then Basic & Future, and now The Greatest Hits.

Nishiwaki has since moved on to BEAMS Creative and New Vintage Golf. BEAMS Golf, at 15, now has a Tiger Woods brand to sell, a Malbon archive to dig through and a parent company celebrating 50 years. The special orders keep coming.

For the original story, read our Brand to Know on BEAMS Golf from August.