Grouped around increasingly piled tables at the Living Archive in the Seattle REI headquarters, an international team of designers and buyers pull jackets, hiking boots, seasonal catalogus and well-worn gear bearing the patina of time. What are they searching for? A starting point for a new triple collaboration.
For designers from REI Co-op and On, the Swiss sportswear brand consistently at the vanguard of style and sporting technology, this work is routine: identifying and isolating the cut of a particular shirt, developing a colorway that shows a sun-bleached blush, and reformulating modes and styles from another era that have returned to the zeitgeist. But this time, there was a wildcard: The presence of BEAMS—a selected retailer and lifestyle curation hub consistently cited as a defining force of streetwear style and fashion in Japan—required a new approach to a familiar process.
“When we first thought about On x BEAMS x REI Co-op, we knew that the collaboration was going to be global,” says Keita “Gonzo” Kobayashi, buyer for BEAMS. “With BEAMS in Japan, REI in the United States and On in Switzerland, we must have different [perspectives on how] to enjoy the outdoors. I thought that finding a way to mix these three [perspectives] would make this project fun.”
The On x BEAMS x REI Co-op collaboration, which drops September 25, 2025, connects the seams of a new vision and camping kit for a cutting-edge sport: trail running. On offer is everything needed for a solo camper or work-out crew to hit the trails at pace with a comfortable base camp, plus style that translates to the street. Global fashion trends currently tend toward technical gear—purpose built but streetwear inflected—and this collaboration is tailored to those who want their gear to transcend those categories.
A New Trail-Running Basecamp
The choice of trail running for the collaboration also crossed boundaries. Despite efforts by various legacy brands and advocates to bring trail running to the forefront of outdoors culture, the industry tends to market it as a niche intersection between road running and hiking. And within that niche there is a sense of solitary effort, pushing the runner further the more remote the trails may get. The On x BEAMS x REI Co-op collaboration offers an alternative vision where you can set a camp and get out on the trails with a friend or a few, knowing there might be an adventure in store even after your cooldown.
Max Smith, head of global commercial strategy for On, describes the goal of the collaboration as “finding a beautiful place, parking up, exploring, pushing yourself and your crew, and creating memories that leave you feeling stronger, more connected and more alive.” His own enthusiasm in opening paths to new opportunities mirrors the trail-running community’s friendly and excitable reputation.
Finding the confidence to strike out on the trail and push yourself to a new limit takes a baseline to rely on. That might be the training to know your strengths as well as some comfort to fall back on. Whether it’s shoes that keep you moving, a comfortable camp setup to crash on after crushing your miles or friends to make sure you won’t forget the new memories made, each piece of the collaboration offers ample energy return.
On x BEAMS x REI Co-op was designed to share that energy with the everyday runner, making it easier for them to create these experiences on the trail for themselves and others.
Three Brands, Three Peaks
The logo at the center of the collaboration, three major global peaks representing each brand, speaks to the outdoor inspiration that unites On, BEAMS and REI: Matterhorn in the heart of the Swiss Alps; Mount Fuji, the symbolic center of Japan; and Mount Rainier, the crown peak of Seattle’s Cascade Range.
BEAMS became the connector—creatively traversing these three distinct peaks using insights drawn from decades of expertise in fashion and lifestyle. The brand occupies a unique place at home and in the global fashion market: Though undoubtably a central player in Japanese fashion, the defining role for BEAMS has been as curator of tastes rather than a producer of goods.
At the brand’s inception in the mid-1970s as “American Life Shop BEAMS,” founder Yo Shitara combed through vintage and surplus stores throughout the U.S. West Coast for pieces that epitomized an Americana lifestyle. The first shop, in what’s now the fashion capital of Harajuku, Tokyo, was a small storefront imitating the look and feel of a University of California, Los Angles dorm room. That Americana style—’70s Nike sneakers, sporting casual polo shirts, durable and well-worn outdoor gear—set a standard for a new, cosmopolitan Japanese style, but also the idea of a select store that sourced everything you might need for a complete lifestyle.
Now with over thirty sub-brands like BEAMS PLUS and BEAMS Men’s Casual, BEAMS touches on every corner of the fashion scene while keeping a sense of the Americana Japanese style at its core. Collaborations, too, are tools for expansion, with carefully selected and much-hyped collections from Levi’s, Converse, Arc’teryx and many others. “We pay homage and respect for the original brand,” Gonzo says of the collaborative BEAMS mindset, “and add a little trick from our side.”
With this collection, we see BEAMS tapping into two brands’ ideals that might seem at odds: REI Co-op brings outdoor expertise that draws on heritage to inform a high standard of outdoor gear, and On offers technical innovation that delivers style-expanding footwear and apparel. The curational BEAMS savvy brought REI and On together to deliver gear that’s ready for any adventure in a style that fits in just as well on the trail as in everyday life.
High-Tech High Fashion
On is known for everyday shoes and apparel that push stylistic innovations and technical capabilities. The ease with which you can incorporate On pieces into daily looks can make it easy to forget the technology within—and this is by design. Though visually different from the Americana sporting wear associated with BEAMS, On shares the Japanese brand’s skillful pairing of technical apparel and streetwear. “On represents a modern way,” says Gonzo. “Trail running, high technology, things we may not have seen before [in fashion].”
You’ll see this approach to styling outdoor gear in many major cities, from the U.S. to Europe to Asia: Modern streetwear style and high-performance outdoor gear are trending to their joint apex, with city dwellers incorporating trail running shoes, hiking approach shoes and hiking boots into their daily ensembles.
The On x BEAMS x REI Co-op Cloudultra 3 Trail-Running Shoes and Cloudrock Low Hiking Boots offer the urban outdoorsperson clean designs that effortlessly translate between contexts. Rugged but breathable, they are made to put miles behind you on the road or the trails with BEAMS-inspired Iron and Earth colorways.
In the Archive for Heritage Outdoor Sporting
With REI Co-op, the BEAMS collaboration meant diving into the history of outdoor gear in its near century of existence. Searching through the Living Archive brought new insights for the REI team as well, says Scott Mosher, creative brand director at the co-op. “[BEAMS] wanted to see the catalogues, the old products, the things that set the standard for what the outdoors is known for today. To see our brand reflected through their eyes was cool for us.”
Japanese outdoor experiences often favor the maximalist: Think car camping with plenty of gear, well-apportioned meals, and potentially a spa-like hot spring close to camp. But Gonzo, who lived in Seattle in 2010, knows that there can be a different paradigm of camping when it comes to U.S. outdoors culture, one more associated with the rugged backpacker. From the archive, they selected a range of time-tested gear and REI Co-op Member favorites that tap on some of the most effective and accessible designs in the REI catalog.
A basecamp is a hub for mountaineers, a home for all the gear climbers will depend on before during and after major ascents. This REI camping kit translates the gear-heavy mountain setting to more accessible trailheads where runners and hikers gather. And fittingly, the On x BEAMS x REI Co-op Base Camp 4 SE tent has room to spare, sleeping four campers comfortably, with stash pockets throughout and an ample vestibule. The Helix sleeping pad keeps you off the ground at any body temperature, while the Zephyr 25 sleeping bag offers warm nights at freezing temperatures. And no base camp is complete without ample seating: The Flexlite chair is a lightweight essential for hanging around a campfire with friends or simply stretching out your legs after hitting the trails.
Both design teams thought it important to select the right colorways. Drawing on items found in the archive, a palate of denim blues and sage greens emerged. “Some of where we landed on final color was actually inspired by products that had been faded and what it looked like after it had been in use,” says Mosher. “It gives that classic feel. It looks a bit lived-in. Like there’s a bit of a story.”
A Closer Look at the Collaboration
The On x BEAMS x REI Co-op collab includes a limited run of special edition footwear, apparel, and camping gear. Branding across the collaboration features a three peaks motif—Matterhorn, Mount Fuji, and Mount Rainier—recalling the three brands’ shared creative process and connecting the international visions of the products with a stylish design. Colorways inspired by BEAMS, technology from On and campsite authenticity from REI rounds out a collaboration that gives novices and expert trail runners alike gear that combines comfort, accessibility and style from summit to home base.
Note: The collection will be available to purchase on September 25, 2025.
On x BEAMS x REI Co-op Cloudultra 3 Trail-Running Shoes
One of the latest drops from On’s line of ultra-endurance footwear, the Cloudultra 3 is made for speed and accessibility. Helion™ HF midsole provides added comfort and resilience for those extra miles. A newly designed outsole builds on the Cloudultra Pro for grip and stability on any surface. The distinctive BEAMS distinctive Iron colorway with debossed branding add a contemporary style. Buy women’s version. Buy men’s version.
On x BEAMS x REI Co-op Cloudrock Low Hiking Boots
With a nod to classic Americana outdoor sporting, the On Cloudrock Low aims to modernize hiking with all terrain Missiongrip™ rubber outsoles, waterproofing membrane and a 15.17 oz (1 lb. 14.3 oz for the pair) lightweight design made for agility and speed. Available in a unique, collab-driven Earth colorway. Buy women’s version. Buy men’s version.
On x BEAMS x REI Co-op Flexlite Chair
A REI Member fan favorite now emblazoned with the three iconic peaks, the Flexlite chair is compact and lends a much-appreciated level of comfort to sitting around the campfire. Styled with the triple collaboration branding and the iconic peaks, the Flexlite is as useful at the campsite as it would be for a picnic in the park. Buy here.
On x BEAMS x REI Co-op Apparel
On, BEAMS and REI Co-op have paired up to create a line of technical and casual wear that’s as wearable while storming through rugged trails as it would be in the city. The classic Studio-T and Club Hoodie feature the peak-to-peak branding in Pacific and White hues. The technical Trek Jacket and Pants both in a Pacific shade offer three-layer waterproof membranes and taped seals to keep you moving forward through any conditions. The Performance Cap in Pacific and the Trail Socks in Glacier round out the head-to-toe kit with the triple collab branding. Buy Studio-T. Buy Club Hoodie. Buy Trek Jacket and Trek Pants. Buy Performance Cap. Buy Trail Socks.
On x BEAMS x REI Co-op Zephyr 25 Sleeping Bag
The top-selling synthetic REI Co-op sleeping bag now features the BEAMS-inspired Pacific colorway. A snug hood and handy pockets give comfort down to 30°F, ideal for three season camping. The mummy-shaped bag comes in nine sizes, allowing campers to find the just-right fit to maximize both warmth and comfort. Includes a stuff sack and a roomy mesh bag with On x BEAMS x REI Co-op branding. Buy here.
On x BEAMS x REI Co-op Speed Pack 18L
A durable pack designed for space and for maneuverability, the Speed Pack 18L is the midsize entry to the On pack line, and the first available at REI. With easily accessible mesh side pockets and tension straps to keep water bottles cinched tight while running, this pack allows you to pack necessaries while keeping them secure moving. Whether you’re commuting to the gym, on weekend errands or setting out from the trailhead the Speed Pack 18L keeps everything you need close at hand. Buy here.
On x BEAMS x REI Co-op Helix Sleeping Pad
The lightweight Helix sleeping pad, available in a BEAMS-inspired Umber shade, packs small and is perfect for cold-weather camping. With an included pump sack for easy inflation and an improved baffle and weld design made for durability, this sleeping pad gives you a lot of comfort with minimal weight. Buy here.
On x BEAMS x REI Co-op Base Camp 4 Tent SE
The rugged Base Camp 4 Tent SE tent suits vehicle-based trips as well as dispersed camping. It offers enough room for a crew to feel spacious and comfortable as a home base at the campsite. Ample height eases entrance and exit with an extended canopy allowing campers to unzip the door while still enjoying some protection from the elements. Several mesh pockets throughout help to keep all your necessities at hand. Simple set ups and the unique BEAMS-inspired Pacific colorway gives you a stylish home in the outdoors in minutes. Buy here.
The On x BEAMS x REI Co-op collaboration will be available online and in Seattle; Denver; New York; and Washington, D.C., REI Flagship store releases with limited release in select stores across the country, beginning September 25, 2025. The release comes just ahead of National Public Lands Day (September 27, 2025), a nod to the ongoing commitment of REI and partners to preserve access to outdoor and natural spaces as a public good.