Why the name b.Eautiful?

We picked the word ‘beautiful’ because we want the brand to feel positive, approachable and friendly.

On your instagram bio, it says that you showcase artists, designers, architects, musicians, photographers, film makers, and other entities from Japan. How is b.Eautiful influenced by these various facets of art and culture, and translate it into apparel?

Our goal is to act as a bridge from Japan to North America. We want to educate the market about the depth of artistry that comes from Japan. We try to give deeper insight into Japanese artists through our Instagram, constantly showcasing various artwork. This is our primary goal.

Our apparel comes as a secondary support to our goal of educating. The graphics that we use pay homage to the nostalgic and iconic Japanese cultural ideas. Our collaborations are with Japanese artists that live in and outside of Japan. We want our apparel to provide a new format in which they can display their art, and also a platform to reach an expanded audience.

Can you tell us a little bit about the different milestones you’ve reached since the brand was started?

In June 2020, in an effort to raise money for Pride month, we launched our first collaboration with Japanese influencer Kemio, featuring artwork by Okinawa-based artist Stephanie Mendoza. Since then we have collaborated with artists such as ancco, Sara Yukiko Mon, Masako Hirano, Hideyuki Tanaka, and Ichiro Tanida.

In March 2021, we launched with our first retail partner in Japan and have since expanded to over 20 retailers around the world.

This Summer 2022, we launched our very first full seasonal collection. A large shift from our single style drops typical of our past.

On your instagram bio, it says that you showcase artists, designers, architects, musicians, photographers, film makers, and other entities from Japan. How is b.Eautiful influenced by these various facets of art and culture, and translate it into apparel?

Our goal is to act as a bridge from Japan to North America. We want to educate the market about the depth of artistry that comes from Japan. We try to give deeper insight into Japanese artists through our Instagram, constantly showcasing various artwork. This is our primary goal.

Our apparel comes as a secondary support to our goal of educating. The graphics that we use pay homage to the nostalgic and iconic Japanese cultural ideas. Our collaborations are with Japanese artists that live in and outside of Japan. We want our apparel to provide a new format in which they can display their art, and also a platform to reach an expanded audience.

What's your process in selecting the creative practitioners that you choose to highlight?

Our intention is to broaden how Japanese artists are perceived and help inspire our followers in North America and places outside of Japan. To do this, we resolutely select Japanese artists who display a truly unique style that the rest of the world might not have seen before.

What makes b.Eautiful different?

b.Eautiful is first and foremost a platform for education. Being a brand comes second. Our framework doesn’t have a set style, we simply provide a ‘structure’ for artists, therefore we ourselves are fluid.