#Japan #Tokyo #Disaster Preparedness #Beams #Daily Life

Experience BEAMS' Unique Approach to Disaster Preparedness

As the world faces an increasing number of natural disasters, the importance of preparedness cannot be overstated. Recognizing this, BEAMS, one of Japan's premier lifestyle and fashion retailers, is excited to announce its upcoming popup event titled "Everyday Disaster Preparedness". This unique event aims to seamlessly integrate the concept of disaster readiness into daily life, making it both practical and stylish.

From September 1 to September 18, 2025, BEAMS will showcase this innovative approach at its store, BEAMS News, located within JR Shinjuku Station. The store will transform into a hub of disaster preparedness solutions designed to fit into your everyday routine. This event not only highlights the necessity of being prepared but also emphasizes how essential items can be both functional and aesthetically pleasing.

An Array of Curated Products

During the event, BEAMS will present a selection of items that have been carefully chosen by its staff based on their effectiveness in emergency situations. Each product is intended to offer support when you need it most while enhancing your daily life in the process. Featured items include:

• - Water-resistant outerwear to cope with unexpected weather changes.
• - Spacious bags that are perfect for evacuation scenarios, providing ample storage and organization.
• - Multi-functional gadgets, which serve not only as reliable flashlights but also as essential tools in a crisis.

These products reflect BEAMS’ commitment to marrying form and function, ensuring that disaster readiness can effortlessly blend into the aesthetics of daily life.

Collaborating for a Safer Tomorrow

In partnership with Cybow, a comprehensive disaster preparedness company with over 50 years of experience, BEAMS will also feature a range of meticulously designed items available from the Cybow Park e-commerce site. The collaboration ensures that the selection includes products that are not only practical but also sophisticated in design, making them suitable for everyday use. This partnership highlights BEAMS' role as a facilitator of innovative solutions within the community, furthering the goal of enhancing disaster awareness.

Following the conclusion of the popup event, BEAMS remains dedicated to promoting disaster preparedness through its ongoing initiative, "BEAMS Disaster Preparedness". The aim is to instill a sense of security and readiness among consumers, ultimately contributing to a better-informed society.

Event Details

• - Event Duration: September 1 (Mon) - September 18 (Thu), 2025
• - Location: BEAMS News, Tokyo, Shibuya, 5-24-55 (Inside JR Shinjuku Station, New South Ticket Gate, 2F Ekinnaka)
• - Operating Hours: 9:00 AM - 9:00 PM (Weekdays & Saturday) / 9:00 AM - 8:30 PM (Sunday & Holidays)
• - Holidays: Variable

For more information, visit BEAMS Official Website.

About BEAMS

Founded in 1976 in Harajuku, Tokyo, BEAMS has been at the forefront of the lifestyle retail space, evolving from its first store, American Life Shop BEAMS, into an influential international brand. By curating a diverse array of fashion, lifestyle goods, and cultural products, BEAMS serves as a cornerstone of contemporary Japanese culture. Its collaborations with various brands and entities aim to innovate and redefine value in the retail space, resonating with a wide audience across Japan and Asia. With approximately 175 locations, BEAMS continues to foster a community centered on culture and creativity, nurturing a unique lifestyle that appeals to generations. To learn more about BEAMS, check out BEAMS Company Overview.