We’re no stranger to reporting on outdoor gear collabs here at Field Mag HQ, but this might be the first time we’ve had the opportunity to cover the release of a three-way brand collaboration. Launched 25 September 2025, we see a rare collection of apparel, footwear, and camping gear from On x REI x BEAMS. The surprising collaboration sees the Swiss running brand, American outdoor retailer, and the Japanese lifestyle retailer slash fashion label launch through each brand’s respective websites, and a selection of their retail stores.
With footwear and apparel pulled from On and camping equipment by REI Co-op, BEAMS ties it all together by steering the minimalist styling of color, branding, and iconography featuring high peaks from each brand’s homeland: the Matterhorn, Mount Fuji, and Mount Rainier. Look for footwear and sportswear from On, and a complete set of camp gear from REI Co-op.
All in, the collection is admirably accessible from an easily-palatable design POV—and arguably price point, too. It seems REI & On focused on making a collection that would be attractive to their customer, whether they are familiar with BEAMS or not (most likely few are). This is sure to result in stronger sales, though it also leaves quite a bit to be desired for those familiar with the typical strength of a BEAMS collab. (This is a far cry from the iconic Beams x Arc'teryx relationship, for example.)
