Swiss performance, Tokyo style and US outdoor heritage combine
Joined by a shared love of the outdoors, footwear brand On, Japanese retailer BEAMS and US outdoor retailer REI Co-op have unveiled a limited-edition collection that combines Swiss innovation with the reimagination of American outdoor heritage through a Japanese lens.
The On x BEAMS x REI Co-op Collection includes a full range of clothing and gear designed to “blur the line between technical performance and everyday style”.
The three companies selected products in their respective lines that help everyone explore outdoors with a focus on performance. For the design, the three mountains graphic is a tribute to peaks in the native regions of each brand: the Matterhorn in the Alps, Mt Fuji in Japan and Mount Rainier in REI’s home state of Washington.
Julia Sieter, global head of collaborations at On, said: “At On, our goal is simple: to inspire the human spirit through movement. Our brand collaborations give us unique opportunities to amplify this mission, reaching new audiences and exploring fresh expressions of movement, all while staying true to the spirit that drives us.”
