NEWSED, the upcycle and sustainability-focused brand from art goods maker Ken Elephant Co., Ltd. (headquartered in Chiyoda, Tokyo), is releasing a new collaboration with artist Mick Itaya. The two products, BEAT BEAST FIRE! and BEAT BEAST WATER?, go on sale from July 10, 2026 (Friday).
A Second Chapter in the UNISUS UNIT Series
BEAT BEAST is the second entry in the UNISUS UNIT series of build-it-yourself art objects. Each figure is completed by assembling all 17 parts by hand, and the pieces are cut from acrylic offcuts and deadstock material left over from manufacturing — meaning every finished BEAT BEAST is one of a kind.
The series takes its concept from "Aun," a notion symbolizing the beginning and end of all things. BEAT BEAST represents a new incarnation of Aun, born to watch over a new generation of myths.
BEAT BEAST FIRE! embodies "A" — the origin of all things and the act of discovery — while BEAT BEAST WATER? embodies "Un" — the wisdom in which everything comes to rest, along with a sense of questioning. Each piece brings together the randomness inherent in the offcut material with Mick Itaya's creativity, resulting in a BEAT BEAST that exists nowhere else in the world.
BEAT BEAST FIRE!
BEAT BEAST WATER?
Product Information
| Item | Details |
|---|---|
| Product Names | BEAT BEAST FIRE!, BEAT BEAST WATER? |
| Release Date | July 10, 2026 (Friday) |
| Price | ¥7,700 (tax included) |
| Package Size | W200 × H200 × D5 mm |
| Assembled Size | W150 × H160 × D75 mm |
Because of the nature of the offcut material used, the color, pattern, and combination of parts differ from piece to piece, making every BEAT BEAST a one-of-a-kind item.
For more details, visit the product page.
About NEWSED
NEWSED is an upcycle brand that gives discarded materials new life by looking at them from a different perspective. Past releases include the Acryl Tag Plate, made from acrylic offcuts sourced from factories that produce accessory parts and store fixtures, along with products made from offcut xylophone keys and discarded seatbelt webbing. Rather than simply repurposing materials, NEWSED places importance on the story behind each offcut — why it exists and why it is reborn in its new form.
Website: https://kenelephant.co.jp/newsed/
Instagram: https://www.instagram.com/newsedproject/
