#Japan #Shibuya #Kato #Beams #SSZ

Introducing 'I AM BEAMS' Vol.11

On February 25, 2026, BEAMS kicked off pre-orders for the latest addition to its celebrated personal book series, 'I AM BEAMS'. This series shines a spotlight on the multifaceted charm of BEAMS staff, showcasing their unique personalities and passions. Volume 11 features the story of Tadayuki Kato, who serves as both a buyer for the renowned brand BEAMS and a director of the brand SSZ.

The book is set to retail from April 10, 2026, available through Amazon, BEAMS physical stores, and various bookstores across the country. BEAMS continues to lead the fashion and lifestyle industry with its curated selections from around the globe, owing much of its success to the creative input from its specialized staff. These individuals contribute a mosaic of ideas, making BEAMS a beloved destination for countless customers.

About 'I AM BEAMS' Series

Launched in 2023, the 'I AM BEAMS' series showcases distinctive individuals among BEAMS staff, each bringing forth a unique perspective and aesthetic. This ongoing series has captivated many, allowing readers to explore the diverse lifestyles and ideas that shape the essence of BEAMS. Each volume is more than just a collection of pictures; it tells a story of personal growth and aesthetic evolution.

In this installment, Kato's journey is explored, highlighting his dual life as a fashion buyer and a fourth-generation farmer at 'Kato Farm' in Kamakura. The book intricately reveals Kato's vast collection of clothing and products, delving into the philosophy that guides his selections. It goes beyond offering mere visuals; it provides insights into his creative mind.

Unpacking Kato's Philosophy

Kato’s belief system centers on choosing items that resonate deeply with him rather than focusing on their vintage status or market value. He champions the idea of selecting pieces that truly speak to one's taste and sensibilities. This perspective forms a strong foundation of his aesthetic, captured vividly in the pages of 'KATO'.

Through the photographs of his collection, tools, personal belongings, and references, readers can trace the evolution of Kato’s style and vision. The book aims to communicate why he chose certain pieces and what influences have shaped his journey through the years. Kato's candid reflections offer a glimpse into his thought process as a fashion buyer and individual.

A Document of Style and Continuity

'I AM BEAMS' Vol.11 is not merely a collection book or a retrospective; it acts as a document that brings to light Kato’s artistic vision and commitment. This work embodies the inquiries many individuals have about their personal style and the continuous search for authenticity in a fast-paced fashion world.

Fashion enthusiasts and anyone pondering the question of 'What is my personal style?' will find valuable insights within its pages. The book serves as both inspiration and a lens through which readers can examine their own choices and preferences.

As a notable addition to the 'I AM BEAMS' series, this volume also announces that future installments are in the works, promising more opportunities to discover the captivating stories behind BEAMS staff. The chance to explore the intersections of style, culture, and individuality through this personal narrative allows for a deeper appreciation of the fashion industry.

For pre-order and more details, check out the Amazon link. Don’t miss out on the chance to delve into Kato's fascinating world!

Conclusion

With the rapid pace of change in fashion, Kato’s enduring dedication to his values and personal style exemplifies a refreshing approach to the industry. Keep your eyes on BEAMS for the continuous evolution of the 'I AM BEAMS' series as it unfolds more personal stories of its amazing staff.