On x BEAMS x REI Co-op Reimagine the Modern Outdoors
Swiss performance meets Tokyo style and REI outdoor heritage in a globally minded exploration capsule
SEATTLE and TOKYO and ZURICH, Sept. 22, 2025 /PRNewswire/ -- Joined together by a shared love of the outdoors, On, BEAMS, and REI Co-op have unveiled a limited-edition collection that combines Swiss innovation with the reimagination of American outdoor heritage through a Japanese lens. Starting September 25, the capsule will be available online at Beams.co.jp, On.com, and REI.com. Select retail locations for each brand will also sell the collection. The partnership between the leading premium Swiss sportswear brand, Tokyo lifestyle retailer, and American specialty outdoor retailer bridges continents for a collection of apparel, gear, and accessories that weaves together contemporary style and high-performance for untold adventures.
The On x BEAMS x REI Co-op Collection includes a full range of head-to-toe apparel and gear designed to blur the line between technical performance and everyday style, from shoes and jackets to tents and camping essentials. The three-way collaboration builds upon the success of the original On x BEAMS collection launched in 2024, and is designed to move seamlessly between outdoor adventure and style.
To create the limited-edition collection On, Beams, and REI selected iconic products in their respective lines that help everyone explore outdoors with a focus on performance. For the design, the three mountains graphic is a tribute to the iconic peaks in the native regions of each brand – the Matterhorn in the Alps, Mt Fuji in Japan, and Mount Rainier in REI's home state of Washington. REI's Living Archive was leveraged for inspiration and to research examples of timeless colorways. Faded denim and earthy neutrals in the apparel, gear, and accessories give the collection a classic, well-loved appeal.
"At On, our goal is simple: to inspire the human spirit through movement. Our brand collaborations give us unique opportunities to amplify this mission—reaching new audiences and exploring fresh expressions of movement, all while staying true to the spirit that drives us," says Julia Sieter, global head of collaborations at On. "With the BEAMS and REI capsule, we've brought together three distinct brands to create something special. The collection delivers performance without compromise: a jacket built for relentless rain yet refined enough for the city, and shoes engineered for rugged trails that feel effortless on the street. Its versatility is designed for a life that moves without limits."
"The On x BEAMS x REI Co-op collection takes the best of all three brands and reflects a fresh take on outdoor culture through the lens of camping, running and lifestyle," says Isabelle Portilla, REI vice president of Co-op Brands. "For 87 years, REI has inspired and equipped the community with high-quality gear and apparel that carries the REI name and many other leading and up-and-coming brands. Camping and hiking are core to our rich history as the activities remain enduring for authentic connections to nature as part of an active life."
"With this collection, On, REI, and BEAMS wanted to express the unique outdoor experience each of us has learned from our different environments," says Keita Kobayashi, BEAMS Men's Casual Buyer. "We created this collection with the hope that by wearing this product lineup—a mix of On's latest technology, REI's classic style, and BEAMS' fashion perspective—people will enjoy the outdoors in their own way across a variety of scenes."
The collection includes:
Footwear
- On x BEAMS x REI Co-op Cloudultra 3 Trail Running Shoes, $210 US
- On x BEAMS x REI Co-op Cloudrock Low Waterproof Hiking Shoes, $190 US
Apparel
- On x BEAMS x REI Co-op Explorer Sock Knee High, $40 US
- On x BEAMS x REI Co-op Performance Cap, $60 US
- On x BEAMS x REI Co-op Studio T-Shirt, $80 US
- On x BEAMS x REI Co-op Club Hoodie, $150 US
- On x BEAMS x REI Co-op Trek Jacket, $310 US
- On x BEAMS x REI Co-op Trek Pants, $160 US
Camp
- On x BEAMS x REI Co-op Speed Pack 18L, $140 US
- On x BEAMS x REI Co-op Base Camp 4 Tent, $499 US
- On x BEAMS x REI Co-op Flexlight Camp Chair, $79.95 US
- On x BEAMS x REI Co-op Zephyr 25 Sleeping Bag, $199.95 US
- On x BEAMS x REI Co-op Helix Insulated Air Sleeping Pad, $169 US
To bring the campaign to life, On partnered with photographer Erinn Springer, whose work offers a more intimate, human view of the outdoors. Centered on the idea of "untold adventures," the imagery shifts focus away from extreme pursuits and instead celebrates the quiet, everyday ways people connect with nature—reflecting the ethos of a collection that balances utility with expression.
For more information about this collaboration, please visit the collection landing page at https://www.rei.com/b/on-beams-rei-co-op-collab.
About On: On was born in the Swiss Alps in 2010 with the mission to ignite the human spirit through movement – a mission that still guides the brand today. Fourteen years after market launch, On delivers industry-disrupting innovation in premium footwear, apparel and accessories for high-performance running, outdoor, training, all-day activities and tennis. On's award-winning CloudTec® innovation, purposeful design and groundbreaking strides within the circular economy have attracted a fast-growing global fan base – inspiring humans to explore, discover and Dream On.
On is present in more than 60 countries globally and engages with a digital community on www.on.com.
About REI Co-op: REI is a specialty outdoor retailer, headquartered near Seattle. The nation's largest consumer co-op, REI is a growing community of 25 million members who expect and love the best quality gear and outstanding customer service. In addition to the co-op's many stores across the country, outdoor enthusiasts can shop at REI.com, REI Outlet or the REI shopping app. Everyone is welcome to shop REI, but members who join the co-op enjoy a range of benefits. REI is a purpose-driven and values-led company dedicated to enabling life outside for all.
About BEAMS: BEAMS opened its first store in Harajuku, Tokyo, in 1976. As a pioneer of the select shop model, BEAMS has led the way by sourcing and proposing a wide range of fashion and lifestyle items from around the world. BEAMS also has extensive experience as a creative group, generating new value through collaborations and providing creative solutions across various genres, extending far beyond the realm of fashion.
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SOURCE REI Co-op