# Collegiate Cafe Clothing Collections Starbucks and Beams Partnered on a New Collection in Japan By Michael Hemsworth | Published 2024-06-22 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/starbucks-and-beams References: [soranews24](https://soranews24.com/2024/06/21/starbucks-releases-college-sweatshirts-and-baseball-caps-in-japan/) & [starbucks.co.jp](https://www.starbucks.co.jp/press_release/pr2024-5184.php)  [Starbucks and](https://www.trendhunter.com/trends/neverthatcoffee) Beams have unveiled a series of clothing styles and accessories perfect for avid [collegiate aesthetic](https://www.trendhunter.com/trends/tim-hortons-varsity-collection) fans to incorporate into their wardrobe this summer. The collection is a limited-edition series of garments, coffee carriers anymore that are each inspired by [Beams'](https://www.trendhunter.com/trends/fred-perry-and-beams) signature Americana collegiate-inspired aesthetic, while also incorporating the branding of Starbucks into the mix. The sweatshirt in the collection is a three-way collaboration with Starbucks branding on the front, Beams on the back and Champion on the left sleeve. The Starbucks and Beams collection will be available for purchase online in limited numbers starting June 26, while all the pieces will be available for viewing from June 22 to 23, 2024 at the Beams Roppongi Hills location in Japan. Image Credit: Starbucks Japan ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 71% | Activity: 71% | Freshness: 25% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Brand Collab Apparel:** The trend of major brands collaborating on apparel collections creates unique fusion products that enhance brand identity. - **Collegiate Aesthetic Fashion:** The enduring popularity of collegiate aesthetics in fashion reflects a consumer desire for nostalgic and preppy styles. - **Limited-edition Collections:** The rise of limited-edition releases in fashion generates exclusivity, driving consumer demand and engagement. ### Who This Affects Most - **Fashion:** Collaborative collections between notable brands and retailers lead to innovative clothing lines and expanded market reach. - **Retail:** Limited-edition releases in retail settings spur consumer interest and create a sense of urgency to purchase. - **Consumer Goods:** Innovative collaborations between brands diversify product offerings and present new market opportunities. ## Related on Trend Hunter - [Coffee Retail Fashion](https://www.trendhunter.com/trends/neverthatcoffee.md) - [Heritage-Inspired Cup Capsules](https://www.trendhunter.com/trends/new-era-3.md) - [Cartoon-Themed Cafe Collections](https://www.trendhunter.com/trends/starbucks-x-snoopy-collection.md) - [Celebratory Sakura Cafe Products](https://www.trendhunter.com/trends/starbucks-japan-sakura-collection.md) - [Brazilian-Inspired Drinkwear](https://www.trendhunter.com/trends/farm-rio-starbucks.md) - [Minimalist Collaboration Coffee Carriers](https://www.trendhunter.com/trends/starbucks-x-fragment-design-collection.md) - [QSR Cafe-Themed Luxe Bags](https://www.trendhunter.com/trends/porter-and-starbucks.md) - [Cafe-Themed Technology Accessories](https://www.trendhunter.com/trends/samsung-x-starbucks.md) - [Artistic QSR Merch](https://www.trendhunter.com/trends/tim-singleton.md)