b.Eautiful

b.Eautiful is a Los Angeles clothing company, launched in 2018, that puts Japanese artists, designers, musicians and other creatives in front of a wider audience. The brand calls itself a project that shines a light on under-appreciated people from Japan, from architects and photographers to film makers.

The clothes sit somewhere between Tokyo's gritty subculture scene and laidback West Coast style. Expect graphic-heavy tees and hoodies, plus colourful accessories such as the b.Eautiful hat. Its t-shirts, printed front and back, have a place in the T-Shirt Space at Dover Street Market London. It is as much a creative label and cultural platform as a clothing brand.