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. 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,” said 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,” said 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,” said 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
- On x Beams x REI Co-op Cloudrock Low Waterproof Hiking Shoes
Apparel
- On x Beams x REI Co-op Explorer Sock Knee High
- On x Beams x REI Co-op Performance Cap
- On x Beams x REI Co-op Studio T-Shirt
- On x Beams x REI Co-op Club Hoodie
- On x Beams x REI Co-op Trek Jacket
- On x Beams x REI Co-op Trek Pants
Camp
- On x Beams x REI Co-op Speed Pack
- On x Beams x REI Co-op Base Camp 4 Tent
- On x Beams x REI Co-op Flexlight Camp Chair
- On x Beams x REI Co-op Zephyr 25 Sleeping Bag
- On x Beams x REI Co-op Helix Insulated Air Sleeping Pad
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.
