Highsnobiety

Under the Radar is Highsnobiety’s weekly celebration of upcoming talent brought to you by Avión Tequila. Each week, we’re spotlighting an emerging brand that’s bringing something new to the worlds of streetwear and fashion

b.Eautiful is a Los Angeles-based brand which launched in 2018. The project aims to identify artists, designers, architects, musicians, film makers, and other entities from Japan that are under-appreciated.

As we've discussed previously, there is something of a Western fascination with Japanese culture that borders on objectification and reduction, and as a representative from b.Eautiful tells Highsnobiety, "There's this preconceived notion of Japanese culture in the US — sushi, anime, samurai, kimono, and so on. We know there's a lot more to it than that, and we want to share the ideas and knowledge."

b.Eautiful, b.Eautiful

In fashion, there's no shortage of high-profile western and Japanese collaborations, some of which manifest with a little more tact that others. On one side, there's the likes of the Nike x COMME des GARÇONS collaboration that married the Swoosh with Rei Kawakubo's high fashion sensibilities, then there are also brands such as Superdry from the UK, which employ mostly meaningless Japanese phrases from a google translation on its high street athleisure and accessories.

Countering oversimplification of Japanese culture, and finding a nice middle ground between high-end and high street, are b.Eautiful's range of graphic tees, which drop incrementally so each artist has the spotlight to share their life story or work.

"We're either looking to educate people on the history behind major Japanese phenomena or artists like we did with Tetsumi Kudo, or provide a platform for upcoming Japanese artists like we did with our most recent collaborator, Stephanie Mendoza," says b.Eautiful, which prefers to remain anonymous.

One notable drop previously placed Masaaki Soto-shot graphics for Pocari Sweat — a famous Japanese sports drink perhaps known to Westerners for its unappetizing name — on the back of a white cotton tee.

Your Highsnobiety privacy settings have blocked this Instagram post.

While some streetwear newcomers might think that Japanese art begins and ends with Takashi Murakami, b.Eautiful is broadening the scope of cultural appreciation and reviving the idea that a graphic tee can be one of the most directional and effective means of self-expression.

b.Eautiful, b.Eautiful

Avión Single Origin Tequila is the ultra-premium tequila that defines a new standard of quality and taste. It is from single source rare Blue Weber agave, in the highest elevations of Jalisco, Mexico – Jesus Maria. Avión’s distinct flavors are created slowly in small batches using a meticulous, time intensive distilling process and proprietary ultra-slow filtration.

We Recommend
  • How NBA Tunnel Fits Pushed Beyond The NBA And Hip-Hop Narrative
    • Culture
  • Cashing in on the Beautiful Game: Ronaldo's Net Worth Breaks the Bank
    • Culture
  • How One of Japanese Fashion’s Best-Kept Secrets Found Success Without Looking for It
    • Culture
  • From El Segundo to East Asia: Looking Back at Hot Wheels Best Japanese-Themed Rides
    • Culture
    • sponsored
  • Mercedes' First Electric G-Wagon Is Too Damn Beautiful
    • Culture
What To Read Next
  • New Daniel Arsham and Team Ikuzawa collaboration combine street style and motor sports.
    • Culture
  • At the 2024 Olympics, Beauty Brands Put Their Game Face On
    • Beauty
  • With the Olympics Yet to Begin, Some Already Reached Fashion's Podium
    • Style
  • 25 Streetwear Brands Every Highsnobiety Reader Should Know & Where To Buy Them
    • Style
  • Fear & Loafing: Our Favorite Loafers
    • Style
  • 100 Years of Prada in a Single Garment
    • Style

Web Accessibility Statement

Titel Media GmbH (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titel Media GmbH strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titel Media GmbH tests, remediates and maintains the Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.

Disclaimer

Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at accessibility@highsnobiety.com, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.