A year ago, during Pitti Uomo in Florence, Hideaki Makino, a key figure at BEAMS Creative Business Development and an experienced runner, discovered the Fessura collection in the "I Go Out" section. From that moment, a dialogue began, built on a shared sensitivity towards design, performance, and contemporary movement culture.
Today, that journey materializes with Fessura's official entry into the Japanese market through selected channels of B印MARKET, a platform linked to the BEAMS universe.
Dual Mode reaches Japan
For Fessura, entering the BEAMS universe means engaging with one of the most influential and selective contexts on the international scene. The Japanese public has always had a unique ability to interpret design, recognize design quality, and anticipate trends destined to become global.
The debut in Japan, therefore, represents not just commercial expansion but the beginning of a cultural exchange. Hideaki Makino was drawn to Fessura through the trail running collection, personally selecting technical apparel and the GSR Team, one of the brand's iconic performance project models. This perfectly encapsulates Fessura's philosophy; it is used and tested by team athletes in national and international competitions, developed to ensure grip, stability, durability, and reliability even in the most extreme conditions. A technical shoe designed for challenging trail running, yet with an essential and contemporary aesthetic that allows it to transcend pure sporting contexts and naturally integrate into daily use.
From trail to city: the Race 01 arrives too
This collaboration also represented the ideal starting point to introduce the Race 01, bringing Fessura's vision to road performance within the urban Japanese context. With its technical construction, carbon plate, and Slot Technology, the Race 01 is designed to offer responsiveness and efficiency in high-performance running, while maintaining a clean, minimalist, and recognizable aesthetic identity. A shoe that perfectly embodies the Dual Mode concept, Fessura's philosophy that unites sport and lifestyle in a single design language.
From Italy to Japan, the vision continues to move
The synergy's genesis is the result of a precise choice by Makino and the trust that the BEAMS network represents in the international landscape. For Fessura, this is an important step, confirming the brand's growth beyond Italian borders and the interest in a vision capable of combining performance, design, and movement culture.
The entry into Japan thus marks a new stage in Fessura's journey. From trail running to urban streets, the Dual Mode concept continues to evolve, building an increasingly recognizable language where technology, style, and community coexist in balance. Because today, moving no longer means choosing between sport and lifestyle, but experiencing both in the same stride.
