Netflix Merch, Finally Done Right by BEAMS & 'Alice in Borderland'
Brand: Netflix x Beams
Release Date: December 18 (Japan), early 2022 (international)
Buy: BEAMS' website, Netflix's web store
Editor's Notes: As much as I love BEAMS' nifty collaborations, the Japanese retail giant fumbled its first Netflix merch collab; unless anyone really likes black hoodies with Netflix logos on 'em, it all looks indefensibly boring.
But there's still money to be made so Netflix and Beams are back at it with a collaborative round two. And, you know what? I'm not mad at it.
Starring Ayaka Miyoshi and Shuntaro Yanagi, who play side characters on Alice in Borderland (another death game show that's seen its international appeal boosted in the wake of Squid Game), the campaign imagery doesn't really do the goods justice.
It's got the same black hoodies and sweats, but now they have reflective rubber logos so I guess that's kind of neat.
No, the real appeal for BEAMS' new Netflix line comes from the accessories and activewear.
You've got some cute hand warmers and earmuffs, which are fine and all, but the best bits are the strappy little pouches sized to fit your AirPod cases and the track gear, cut lightweight and fitted with similar small pockets.
These pieces, which include a nylon cap, cargo jacket, easy pants, and fleece gloves, are all fitted with pockets of various dimensions. Naturally the gloves have AirPod-sized storage while the jacket sports a deep niche in its rear.
It all kinda reminds me of Teatora, an especially good Japanese brand that specializes in high-spec textiles and deep, hidden pockets that's coincidentally (or not) also sold by BEAMS.
It's pretty unlikely that I'd ever deem any streaming service merch "essential" but, given Netflix's resources and reach, it's about time that it cooked up something that's actually pretty cool.
