The On x BEAMS x REI Collab Delivers Gorp With Extremely Good Taste

They say that two’s company and three’s a crowd, and most collabs follow that advice to a tee. But to prove that rules don’t matter, along comes a collection cooked up by an unexpected trio: Swiss athletic-wear brand On, Japanese menswear staple BEAMS, and the All-American adventurers at REI. Loosely inspired by the idea of a running camp, the 12-piece collection covers a gamut of goods—trail runners and pants; hoodies and backpacks; sleeping bags and tents—while taking advantage of the individual skills within the globe-spanning link-up. Translated: it’s a grip of gear and clothes with all the technical prowess you could want, laced with some extremely cool design inspiration.

The genesis for the entire endeavor—there’s no pithy name besides “On x BEAMS x REI Co-op”—dates back a couple years. On and BEAMS had partnered for a tennis collection, and wanted to keep the good vibes rolling with an outdoor-focused follow-up. That meant finding a third partner with real crag-and-canyon cred. In summer ’23, BEAMS designers descended on REI’s Living Archive, stationed in the middle of the brand’s product development space at the company’s Seattle HQ. Established by a group of passionate employees who had a knack for collecting vintage jackets on eBay, the archive contains expedition relics, original membership cards, and a comprehensive register of REI’s greatest hits. The BEAMS crew set about digging for inspiration in old catalogs, illustrations, and gear.

“BEAMS is making style a part of everyday life, and we want that to happen in the outdoors, too,” said Isabelle Portilla, REI’s VP of Co-op brands. “There’s no reason why technical quality gear can also look good.”

Treasure hunting in the Living Archive, the BEAMS crew unearthed details like the faded blue of a sleeping bag in an old photograph, and the color blocking on a tent from the ’80s. “A lot of their design and their aesthetic is driven by this Americana aesthetic,” said Max Smith, On’s head of global commercial strategy. “It is a relentless attention to detail, but that is grounded in heritage and knowledge and experience that is really, really precise.”

According to On’s Smith, some of the details that made it into the triad’s collection contain some subtle references. Retro-inspired illustrations of the Matterhorn, Mt. Fuji, and Mt. Rainier are a nod to each brand’s home turf, while the stacked logos on each piece are inspired by eki stamps—collectible ink marks found at train stations across Japan. Even more niche? You’ll see champion rock-skipper Kurt Steiner modeling in the collection’s photo shoot.

Whether you’re gearing up for camping, chucking stones, or hiking around town, you can get your hands on the On x BEAMS x REI Co-op collection now (it dropped today, September 25th, at 7 a.m. Eastern). Happy trails.