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On’s First-Ever Camp Collection Fuses Outdoor Americana with Japanese Street Style

The Swiss sportswear brand teams up with REI and Beams for a cobranded collection of rugged bags, tents, shoes and more.

Front view of a beige and orange tent with three mountain illustrations labeled "MATTERHORN," "FUJI," and "RAINIER" from top to bottom. The tent has a mesh window and visible support poles.On x Beams x REI
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By Jack Seemer

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Since its founding less than two decades ago, On has swiftly solidified itself as one of the biggest brands in running, tennis and everyday athleisure.

Is camping next?

With a pair of legendary brands in its corner, On’s odds have effectively tripled. The Swiss sportswear company teamed up with REI and Beams for a new head-to-toe collection that also includes camping gear like tents, chairs and more.

A person wearing a dark blue rain jacket with a hood, matching pants, white socks, and black shoes is sitting on a large moss-covered rock in a lush green forest. The individual is looking thoughtfully into the distance, surrounded by dense foliage and trees.
The collection includes a range of apparel, including shoes, headwear and more.
On x Beams x REI

Mountains in the clouds

The only new styles to debut as part of the On x Beams x REI Co-op Collection are a graphic t-shirt and hoodie, both of which depicts three iconic peaks (Matterhorn, Mount Fuji and Mount Rainier) from the brands’ respective countries.

That said, the three-way collaboration does include fan-favorites from each individual catalog.

camp gear set up in the woods
The collection also includes camping gear, such as REI’s iconic Flexlight chair (far right).
On x Beams x REI
Illustrations of three mountains labeled "Matterhorn," "Fuji," and "Rainier" arranged vertically on a green fabric background. In the top left corner, there is a red hexagonal logo with the text "PEAK TO PEAK ON BEAMS REI CO-OP.
The three-peak motif can be found across the collection.
On x Beams x REI

These include, for example, On’s Cloudultra 3 and Cloudrock Low, as well as the Base Camp 4 Tent and Flexlight Camp Chair — both longstanding items for REI’s Co-op sub-brand.

What’s more, the teams tapped REI’s rich archive for inspiration when deciding on the colorways, leaning into faded denim and earthy neutrals for the overall look.

Brown and black hiking shoe with black laces and a rugged, speckled sole, worn with light gray socks, resting on a large rock outdoors with three flat stones stacked on the shoe's toe.
According to the brands, the neutral colorways were inspired by vintage REI gear.
On x Beams x REI

Technology, fashion, heritage

According to Julia Sieter, who oversees global collaborations at On, this partnership is an attempt to “amplify” the brand’s mission of inspiring human movement, while putting its products in front of new audiences.

“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,” Sieter said in a press release.

“The collection delivers performance without compromise … 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,” added Isabelle Portilla, vice
president of Co-op Brands at REI.

A group of six people camping by a lakeside, surrounded by trees and mountains. Two people are sitting inside a blue tent, while the others are gathered around a fire pit on chairs and a wooden bench. Wildflowers and tall grass are in the foreground, and the lake and forested hills are visible in the background.
Beyond neutrals, faded denim inspired the color palette of the gear.
On x Beams x REI

“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,” Portilla went on.

A person wearing a black cap with water droplets on it, featuring a white hexagonal logo that reads "PEAK TO PEAK TO PEAK TO ON BEAMS REL CO-OP." The person is also wearing a dark shirt with a small white logo on the chest, surrounded by green foliage.
Price start at $60 for a performance hat (pictured).
On x Beams x REI

“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’s fashion perspective — people will enjoy the outdoors in their own way across a variety of scenes,” said Keita Kobayashi, the Men’s Casual Buyer at Beams.

Two women are sitting inside a tent on a grassy surface, engaged in conversation. One woman with blonde hair is lying down inside the tent wearing a white shirt with a brown sweater draped over her shoulders. The other woman, with brown hair tied back, is sitting with her legs outstretched, wearing a blue shirt, white socks, and hiking shoes. A lantern hangs from the top of the tent, which has illustrations of mountains and the words "MATTERHORN," "FUJI," and "RAINIER" printed on the inner wall.
A four-person tent is the most expensive item in the collection. It costs $499.
On x Beams x REI
Mesh storage pockets attached to the ceiling of a tent, holding a flashlight, a book, and a first aid kit. The tent fabric is light beige and green.
The tent is based off a longstanding item in the REI Co-op catalog.
On x Beams x REI

Availability and pricing

The On x Beams x REI Co-op Collection will be available to purchase from September 25, 2025 on the REI website.

Prices start at $40 for a pair of knee-high trekking socks. The most expensive piece in the collection, a cobranded Base Camp 4 Tent, costs $499.

About the Author:

Jack Seemer is the executive editor at Gear Patrol, with over a decade of experience in product journalism. He currently reports on a wide range of topics, including footwear, watches, EDC, cookware and more.

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