Blake’s Lotaburger · 2026
BEAMS+ × Blake’s
Fast food and fashion rarely meet as equals. For Blake’s 75th, a Japanese fashion label made the crew’s uniforms the way it makes everything else.
Fast food and fashion rarely meet as equals. For Blake’s 75th, a Japanese fashion label made the crew’s uniforms the way it makes everything else.
Results
A burger chain’s crew uniform became fashion news in Japan
- Featured by Hypebeast Japan and Senken Shimbun, Japan’s fashion trade daily
- Given its own issue of BEAMS+’s Editorial, in its spring/summer 2026 season
- Covered at home by KRQE News 13, and picked up by Yahoo News and AOL
- Launched by BEAMS in English and Japanese, with three films on BEAMS TV
Results
A burger chain’s crew uniform became fashion news in Japan
- Featured by Hypebeast Japan and Senken Shimbun, Japan’s fashion trade daily
- Given its own issue of BEAMS+’s Editorial, in its spring/summer 2026 season
- Covered at home by KRQE News 13, and picked up by Yahoo News and AOL
- Launched by BEAMS in English and Japanese, with three films on BEAMS TV
The friendship
BEAMS+ buyers come to New Mexico a few times a year for Native American jewelry. For years, they ate at Blake’s on the way.
The friendship turned into a uniform.
The standard
Not for sale, and made to the same standard as every BEAMS+ garment anyway.
Three styles, for the restaurant crews, the managers and the logistics team. Ten sizes, with every patch and pocket placed by hand for each one.
The detail
In test prints, Blake’s red bled up through the Pepsi logo. So the print works in Nagano laid a carbon base under it first. More time, more cost, a clean logo.
Sewn in Fukushima, at a factory BEAMS+ has worked with for over 20 years.
Made in Japan.Worn in New Mexico.
The tease
Before anyone saw a uniform, a Blake’s bag and a Blake’s cup turned up on the streets of Japan.
One line under each: Japan 2026. Coming soon.
The films
The :30 opens on a BEAMS label going into the stripe. Then it cuts the kitchen against the sewing floor: a patty hits the grill as a needle runs down the stripe. Two kinds of work, done with the same care.
Two long films follow, one in each brand’s voice. Both sign off the same way: Live Authentic.
Credits
- Gabe Kachirisky
- Creative Director
