Beams Set-in x Paperboy Paris: Tennis-Inspired Joint Store Opens in Sendagaya, Tokyo on July 4 – A Decade of Friendship Comes Full Circle

In the vibe mid of Tokyo’s Sendagaya district, Beams is preparing to open a landmark joint store on July 4 that promises to redefine tennis-inspired lifestyle retail. This new space brings together Set-in — Beams’ own tennis-concept brand helmed by visionary buyer Shingo Arai — and the beloved Paris creative hub Paperboy (PAPER BOY). Marking Set-in’s first dedicated physical flagship and the 10th anniversary of Arai and Paperboy founder James Dridi’s friendship, the opening represents a powerful convergence of sport, fashion, food culture, and international camaraderie.

For those enthuse immersed in fashion, streetwear, horology-adjacent lifestyle design, and sports crossovers, this development stands as a compelling case study in thoughtful brand evolution. It’s not just another store — it’s the physical manifestation of a decade-long relationship built on shared passions and mutual respect.

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Shingo Arai, a highly respected buyer in Beams’ men’s casual department, has long been a driving force behind innovative projects. As brand director of Set-in, he channeled his personal love for tennis into a cohesive collection that debuted in Spring/Summer 2024. The name “Set-in” cleverly plays on tennis terminology while suggesting garments that are seamlessly integrated into modern wardrobes.

From the outset, Set-in earned acclaim for its refined balance of performance and style. Pieces feature high-quality technical fabrics, precise tailoring, and subtle nods to tennis heritage — crisp polos, pleated shorts, lightweight jackets, and accessories designed for both on-court utility and off-court elegance. Sold initially through select shops and Beams locations, the brand quickly built a dedicated following among those seeking elevated sportswear that transcends basic athleisure.

The July 4 Sendagaya opening elevates Set-in to new heights. Preceded by the launch of its official EC site on May 19, the flagship store provides an immersive environment where customers can fully experience the brand’s vision. Arai’s curation reflects years of expertise: every detail, from fabric selection to silhouette, speaks to authenticity and wearability in Japan’s dynamic urban context.

 

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In Paris’s 11th arrondissement, James Dridi’s Paperboy has operated since 2014 as more than a sandwich shop. It functions as a multifaceted lifestyle destination — serving exceptional club sandwiches and café fare while curating streetwear, hosting events, and fostering community among creatives and sneaker enthusiasts.

Paperboy’s collaborations with Beams, Needles, New Balance, Reebok, and others have become legendary for their authenticity. Dridi’s approach emphasizes genuine connections over trends, creating spaces where food, fashion, and culture intersect organically. This philosophy made a partnership with Beams feel inevitable.

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The story began in 2016 when Arai and Dridi met through mutual acquaintances. Their instant rapport — rooted in appreciation for fashion, good food, and community-building — led to a collaborative pop-up at Paperboy Paris in 2018. This successful event introduced Beams’ sensibility to European audiences and laid the groundwork for future projects.

In 2024, the dream expanded with a limited-time Paperboy Tokyo activation, delighting local fans. Now, in 2026 — exactly ten years after their first meeting — the partnership reaches a milestone with this permanent joint flagship in Sendagaya. The timing feels deliberate and celebratory, honoring persistence, friendship, and creative synergy.

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Tennis continues its stylish ascent as a global culture force. Grand Slam events showcase not only athletic excellence but also fashion statements that influence streetwear and haute alike. Set-in taps directly into this momentum, offering pieces that honor the sport’s polished traditions while embracing contemporary needs for versatility and comfort.

Sendagaya provides the perfect backdrop. Known for its mix of residential calm, artistic studios, and proximity to major cultural spots, the neighborhood attracts a discerning crowd that appreciates thoughtful retail experiences. The new store will likely feature clean Japanese design elements blended with warm Parisian café influences — creating an inviting space for browsing, socializing, and perhaps enjoying Paperboy-inspired bites.

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The joint store will showcase Set-in’s core tennis-inspired apparel alongside Paperboy’s lifestyle selections and collaborative exclusives. Highlights may include:

• Signature Set-in polos, shorts, and outerwear optimized for performance and daily wear.
• Limited 10th-anniversary capsules celebrating the Arai-Dridi partnership.
• Curated accessories, footwear crossovers, and lifestyle goods.
• Potential in-store café elements or event programming that echo Paperboy’s hybrid DNA.

This multifaceted approach transforms shopping into an experience, aligning with evolving consumer desires for authenticity and community in physical retail.

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This project underscores Beams’ strength in nurturing internal talent and international partnerships. Arai’s transition from buyer to brand director exemplifies the retailer’s innovative spirit. Meanwhile, Paperboy’s involvement adds global depth and a distinctive cultural flavor.

In the wider landscape of sports-fashion crossovers, Set-in stands out for its sincerity. Unlike fleeting trend-driven lines, it emerges from genuine passion for tennis and long-term relationship building. The result is clothing that feels purposeful and enduring.

For Tokyo’s fashion scene, the Sendagaya opening injects fresh energy into an already dynamic neighborhood. It also strengthens Japan-Paris creative ties, a connection that has enriched both cities’ style narratives for decades.

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With the physical store and EC platform now active, Set-in is well-positioned for further expansion. Future seasonal collections, additional collaborations, and potential international pop-ups could follow. Paperboy’s Tokyo presence similarly opens doors for deeper market engagement and new joint ventures.

As Shingo Arai detailed in his book PLAY THE NEW CLASSIC, success in fashion stems from curiosity, relationships, and staying true to one’s principles. This Sendagaya store embodies those values beautifully.

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On July 4, Beams’ joint Set-in and Paperboy store in Sendagaya will open its doors as a testament to friendship, passion for tennis, and the enduring appeal of thoughtful lifestyle retail. It’s a space where sport meets style, Paris meets Tokyo, and community takes center stage.