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Label Watch | Beams Plus

Label Watch | Beams Plus

Raw denim is hard work but most washed denim belongs in the style scrapheap. The trick? Find a pair of washed denim that actually looks like you've worn it in yourself. Luckily, Beams Plus have provided a pair of jeans that do just that. 

One for the connoisseurs, Beams Plus is a division of Japanese label and store Beams. Beams was founded back in 1976, starting out as a small store in the Harajuku area of Tokyo. Its speciality was importing high quality brands from abroad - including the likes of Alden, Church's, Trickers and several other classic US and British labels.

Beams eventually expanded into a group stores before founding their own line of clothing. This led to Beams Plus, which was founded in 1999.

While the Beams line focuses on classic tailoring, Beams Plus make clothing influenced by the US casual wear they made their name importing. Creating clothing to exacting and near-obsessive standards, you can be sure that every item is something you'll have for years.

All this knowledge means they can make worn-in jeans that actually look good - no easy feat. Avoiding the rips, unremovable stains and general iggery-pokery that afflicts all bad denim, these jeans have done the hard work for you. Just remember to make up some stories when people ask how you wear in your denim. (£190, mr-porter)