The autumn/Winter 2025–26 collection "20XX" by MASU is defined by its reinterpretation of the brand’s archives since its inception, showcasing a new phase of evolution.
While MASU has previously participated in Paris Fashion Week and engaged in numerous collaborations, this season marks a shift toward introspection—confronting its own history and deliberately exploring the notion of “staple pieces.”
This article takes a deep dive into the essence of the MASU 2025–26 AW collection, highlighting its unique worldview and key standout items.
We also provide the most detailed breakdown of arrival information and insights you won’t find anywhere else.
Three Highlights of This Season’s Collection
1. Revisiting the Archives and a New Approach to “Staple Pieces”
Since its launch in 2017, MASU has released a wide range of items.
The brand is known for radically shifting impressions between seasons, consistently drawing attention to its seasonal themes.
The key topic for the 25-26 AW season is a systematic review and reinterpretation of past collections, presenting updated versions of archive pieces.
Rather than simply reviving past hits, MASU incorporates modern context and new craftsmanship techniques to rebuild them with a fresh appeal.
While signature techniques like laser cutting and spiked finishes have been mainstays of the brand, this season marks a reflective confrontation with the idea of “staple items”—something the designer had previously avoided.
As a result, MASU’s DNA is expressed in an even more refined and sophisticated manner.
2. The Theme “20XX” Reflects Timelessness and a Transcendence of Time
The season theme “20XX” carries the intent of being unplaceable in a specific time.
It questions traditional seasonal constraints and suggests a sense of timelessness.
At its core is a pursuit of clothing that transcends consumption—a strong respect for the enduring value of garments and a critique of the fast fashion cycle.
3. Innovative Techniques: Laser Cuts and New Finishes
As always, MASU’s unique use of materials and detailed craftsmanship are making waves this season.
One standout is the laser-cut technique featured in the “FLOWER HOLE LEATHER JACKET.”
This approach has become a hallmark of the brand.
Unlike common embossing or crater techniques, this method physically removes material to create patterns and perforations—emphasizing the brand’s innovation in designing both space and fabric simultaneously.
In-Depth Analysis of the 2025-26 AW Collection: Evolution Through Theme, Materials, and Form
Season Theme “20XX”: A Question of Timelessness
The theme “20XX” symbolizes MASU’s commitment to creating garments that transcend specific seasons or trends, emphasizing enduring value.
Designer Shinpei Goto’s stated “deep skepticism toward contemporary fashion” drives this collection’s departure from fleeting seasonal trends, instead focusing on clothing with lasting substance.
While MASU has historically released collections that drastically differ each season, this AW 25-26 collection expresses a deeper reflection on the brand’s own archive and philosophy.
Given the brand’s past items are rarely found in secondhand markets, this season will be essential for fans eager to revisit classic styles in updated forms.
Design and Silhouette: Archive-Inspired Updates
While rooted in past designs, this collection subtly updates silhouettes and details for a modern reinterpretation.
For instance, the CRATER TAILORED JACKET now features a slightly looser fit compared to its 22AW version and has increased from four to six diagonally placed buttons.
This enhancement deepens its design identity while maintaining a strong connection to its predecessor.
Other designs explore themes of space, with names like COSMO and GALAXY appearing across pants, hoodies, and caps.
Additionally, the iconic Cake Bag now comes in mini accessory-sized versions, signaling evolution without abandoning the brand’s DNA.
This season, a deliberate mix of varied silhouettes and details—rather than uniformity—serves to highlight the diversity within the MASU universe.
Materials and Colors: Laser Cut Innovation and Palette Expansion
Much like silhouettes and details, this AW season focuses on revisiting archive pieces rather than introducing entirely new fabrics or colorways.
Still, fresh color variations are offered—ranging from staple black to MASU’s signature vivid tones.
For example, while the 22-23AW FLOWER HOLE LEATHER JACKET was released in black and red, this season it appears in black and brown.
Laser-cut detailing—a signature MASU technique—remains central, but is now combined with quilted leather for a more subdued aesthetic.
Other items also feature revised colors and materials, offering collectors the chance to compare them with previous seasons.
[Buyer’s Perspective] Highlights of MASU 2025-26 AW
This bold season stands out as a rare example of a brand consciously revisiting its past collections.
Rather than simply reissuing, MASU reinterprets its older pieces with new techniques and context—showcasing a mature philosophy toward fashion design.
We sense significant growth in the designer’s choice to “intentionally reassess staples.”
Where MASU once prioritized constant novelty, this season reflects a mature brand uncovering lasting value in its own archives.
Its continued exploration of innovative craftsmanship—such as laser cutting—only affirms the brand’s upward trajectory.
The Brand's Present Position: Reaffirming MASU’s Philosophy and Journey
Unwavering Core: Shinpei Goto’s Skepticism and Timeless Love for Clothing
Shinpei Goto’s “deep skepticism toward modern fashion” reflects a desire to move away from fleeting trends and toward an exploration of the true essence of clothing.
Unbound by conventional design frameworks, MASU continues to craft a unique worldview unlike any other brand through its original approach.
This unwavering “love for timeless clothing” is what gives MASU collections their lasting depth and individuality.
This season’s reinterpretation of past collections into modern forms is a clear expression of the designer’s affection and respect for the brand itself.
Continuity from the Previous Season and an Introspective Shift
Having previously presented at Paris Fashion Week and launched collaborations with brands like PUMA and Tabio, MASU now takes a significant turn for AW 25-26 by shifting focus inward, reinterpreting its own archive.
This move marks a pivotal moment, where the brand reflects on its past work and embraces the value of pieces worthy of being called “classics.”
2025-26 AW Incoming Item List & Explanation
Introduction: Overview of Price Range and Size
The 25-26AW season features a wide range of items, from relatively entry-level price points like caps and accessories to mid- to high-priced items with MASU-like processing.
Specifically, coats are around $878.00, jackets around $743.00, tops around $338.00, pants around $406.00, and caps around $203.00.
Among them, we will introduce items of note from the 25-26AW season, including those that have attracted attention in the past. (*Prices are tax included.)
Coat
・CLOVER ZIP-UP COAT
Item No: M25F9CT001
Price: $1,000.00
Size Range: 44, 46, 48
Planned Colors: Black, Gray
Planned Arrival: September
Features: Item released in the 21AW season.
A coat softly tailored by hand stitching while tearing high-quality double-face fabric, based on the design source of vintage sports jackets.
In the 25-26AW season, the color tone of the sleeves has become darker compared to the previous season.
Jacket
CRATER TAILORED JACKET
Item No: M25F9JK001
Price: $892.00
Size Range: 44, 46, 48
Planned Colors: Mocha, Gray
Planned Arrival: September
Features: A representative item from MASU released in 22AW.
Features a lapel with a crater-like distorted shape.
In 22AW, it had a simple double-breasted tailored jacket-like button layout, but in 25-26AW, the buttons are arranged slightly diagonally and increased to six.
FLOWER HOLE LEATHER JACKET
Item No: M25F9BL005
Price: $743.00
Size Range: 44, 46, 48
Planned Colors: Brown, Black
Planned Arrival: July
Features: A representative item from the 22-23AW season.
A leather jacket utilizing the brand’s signature laser-cut design, characterized by the contrast between a rugged shape and full-surface floral cutwork.
In the 25-26AW season, the sleeve buttons are arranged on the inside.
Tops
SPIKY PEGASUS BOMBER JACKET
Item No: M25F9BL010
Price: $357.00
Size Range: 46, 48
Planned Colors: Black
Planned Arrival: August
Features: A signature item first released in 21A-22AW called the popcorn jacket.
In the 25-26AW season, it is released in black with a zip-front specification, making it easier to incorporate into styling.
RODEO ZIP-UP DRESS SHIRT
Item No: M25F9SL004
Price: $357.00
Size Range: 44, 46
Planned Colors: White
Planned Arrival: August
Features: This item was not released as a collection item in past seasons,
but was created based on a remade item at a popup event.
Therefore, both zip and button closures are provided on the front.
Pants
GALAXY STRAIGHT TROUSERS
Item No: M25F9PL001
Price: $1,040.00
Size Range: 42, 44, 46
Planned Colors: Camel, Dark Navy
Planned Arrival: July
Features: An item released in 23SS.
In past seasons it was an easy pant with an elastic waistband, but in the 25-26AW season it has been updated to a straight silhouette trouser.
The fabric is also upgraded to one suitable for autumn and winter with added thickness.
MB BAGGY JEANS DIAMOND
Item No: B25F9PL003
Price: $419.00
Size Range: 42, 44, 46, 48
Planned Colors: Indigo, Black
Planned Arrival: July
Features: A standard baggy denim from the brand whose print design changes every season.
In the 25-26AW season, a diamond print is applied at the hem.
Bags & Accessories
LEATHER CAKE BAG
Item No: M25F9OJ008
Price: $409.00
Size Range: One Size
Planned Colors: Black
Planned Arrival: July
Features: A cake bag that debuted in the 24-25AW collection.
The initial release used smooth cowhide. For 25SS it was updated with quilted processing using cowhide.
Quilted material continues to be used in 25AW as well.
LEATHER CAKE BAG PETIT
Item No: M25F9OJ007
Price: $335.00
Size Range: One Size
Planned Colors: Black
Planned Arrival: July
Features: A mini version of the cake bag, born from the idea that holding a cake box brings happiness to many people — a feeling that could be brought into everyday life.
It’s sized to be attached to belt loops or bags.
Experience the World of “20XX” Through the Official Lookbook
Key pieces like the CRATER TAILORED JACKET and FLOWER HOLE LEATHER JACKET take center stage in the latest lookbook.
The fusion of archival inspirations and innovative treatments results in stylings that feel both nostalgic and fresh.
To fully experience the essence of MASU’s “20XX,” be sure to explore the official lookbook in detail.
Delivery Schedule & Availability
The first wave of the 25AW collection is expected in July, followed by the second in August.
Along with our Kyoto boutique, the full lineup will be available online, allowing customers from all regions to shop the latest arrivals with ease.
Styling the New Season: Blending Archive with Innovation
Our Styling Recommendations
This season encourages blending past pieces with new arrivals. Try pairing trousers from 22AW with the new 25AW CRATER TAILORED JACKET for a striking silhouette contrast.
If you own older items, embrace the synergy between archive and new collection pieces to create layered, narrative-driven styling.
For MASU Fans: Bridging the Old and New
If you already own previous versions of the CRATER TAILORED JACKET or FLOWER HOLE LEATHER JACKET, consider building looks around shared materials or tones.
Incorporating new season accents can unlock fresh visual dynamics while honoring MASU’s evolving philosophy.
Stay Updated: Shopping & Support at Our Store
Get the Latest News First & How to Use Our Online Store
We provide the latest arrival updates in real-time through our newsletter and social media platforms.
Our online store is fully equipped with detailed information such as sizing, materials, and close-up imagery to ensure a smooth shopping experience. Be sure to take full advantage of it.
Try-On Opportunities & Staff Support at Our Kyoto Store
At our physical store, you can feel the materials and confirm the silhouettes in person.
Our staff are well-versed in MASU’s archive and newest releases, and are happy to help with size selection and styling advice. Please feel free to ask anytime.
In Summary: Don’t Miss MASU’s 2025-26 AW Evolution
Key Highlights of This Season's Collection
The “20XX” theme boldly consolidates MASU’s history while challenging the present fashion landscape with fresh insight.
By reinterpreting its archives with new technology, MASU delivers a collection that evokes both nostalgia and forward-thinking innovation.
Why the 2025-26 AW Season Is a Must for MASU Fans & Newcomers Alike
For loyal fans, the deeper engagement with classics allows for renewed styling possibilities with existing pieces.
For newcomers, it’s the perfect time to discover MASU through timeless pieces that transcend trends and speak to enduring style.
With many talked-about archive pieces making a comeback this season, there’s no better entry point into the world of MASU than the 2025-26 AW collection.
Explore MASU's Item Lineup
[In-Store Shopping – Kyoto Location]
For stock availability or detailed product information, feel free to contact our Kyoto store directly.
[Online Inquiries & Reservations]
If you have any questions about the collection or wish to make a reservation, please contact us via the link below.