In the course of growth, BEAMS earned a reputation for itself in cross-brand collaborations. Buyers often customized designer products to better fit the Japanese physique or to add a special detail to a popular model. In 1997, BEAMS collaborated with Motorola to produce specially designed mobile phones and gadget-compatible apparel. Since this period, collaboration projects rapidly increased, and BEAMS engaged in several notable collaboration projects with authentic international and domestic brands – many of which are featured in the 2017 Rizzoli publication BEAMS: beyond TOKYO.