BEAMS HEART brings Stranger Things to ten of its Japan mall stores

BEAMS HEART, the shopping-centre label of Japan's Harajuku-founded select-shop group BEAMS, launches its first collaboration with Netflix's Stranger Things on October 23, selling a 21-item collection of apparel and accessories at ten of its Japan mall stores and online, the company said.

The line, themed 'Hawkins Theater 2026 -- A Re-screening Ten Years Later,' is timed to the show's tenth anniversary and to November 6 -- the date Will Byers disappears in the series, which the brand has adopted as 'Stranger Things Day.' BEAMS HEART reworks the show's 1980s American-casual look and sub-brand marks (Hawkins High School, Scoops Ahoy, Hellfire Club, the fictional radio station WSQK) into everyday pieces, priced tax included from ¥1,320 key chains to ¥16,500 jackets, with most T-shirts, bags and hoodies between ¥4,950 and ¥10,450.

The collection goes on sale at ten named BEAMS HEART stores -- including Kuzuha Mall, MARK IS Minatomirai, Lalaport EXPOCITY and Lalaport Yokohama -- plus the BEAMS online shop, which opens sales at 11am on release day, according to the company.

The tie-in follows a format BEAMS only set up this spring, when it relaunched BEAMS HEART as a lifestyle label built around character and sports-team collaborations and opened ten new shopping-centre stores across the Kanto, Kansai and Tokai regions, the company said. It is the first Stranger Things collection for the label, arriving in the group's 50th-anniversary year.