MASU is a highly popular brand, especially among younger generations, known for its iconic caps, bags, and other items that often sell out immediately upon release.

Drawing inspiration from vintage and military wear, MASU reimagines these influences with a modern twist, offering tailored jackets, slacks, and other pieces that are reconstructed for contemporary tastes.

About MASU

Founded in 2017 by SOHKI, a company specializing in OEM and branding, MASU was rebranded in 2018 when designer Shinpei Goto took the helm.

The brand’s name derives from the Japanese polite suffix “masu,” reflecting its mission to create universally appreciated, timeless pieces.

MASU has become one of the most dynamic brands on the scene, evidenced by its Grand Prize win at the FASHION PRIZE OF TOKYO 2024. With this accolade, MASU debuted at Paris Fashion Week in Fall/Winter 2024-25, gaining international recognition.

Designer Profile: Shinpei Goto

Born and raised in Nagoya, Japan, Goto discovered his passion for fashion in middle school, drawn to vintage Levi’s 501s.

His fascination with vintage clothing led him to work at the renowned shop LAILA, where he honed his skills in tailoring and remaking garments.

After studying at Bunka Fashion College, he joined LAILA’s in-house brand SEVEN BY SEVEN as a production manager. Later, he became the designer for SOHKI and successfully rebranded MASU into the powerhouse it is today.

Brand Characteristics

MASU’s collections revolve around seasonal themes, with each season showcasing dramatically different aesthetics.

Spring/Summer 2024: “because I believe in myself” – A playful, pastel-toned collection with a girly aesthetic.

Fall/Winter 2024-25: “falling rain said yes to the boy” – A darker, moodier collection emphasizing textures and shadows.

This versatility is a hallmark of MASU, offering surprising contrasts while maintaining impeccable craftsmanship and attention to detail.

MASU’s dedication to quality stems from its connection to a sewing factory in Dalian, China, allowing the brand to produce intricate designs at competitive prices.

For example, jackets are priced around $‌707.00, and coats at $‌1,060.00—accessible for a designer brand of its caliber.

MASU actively collaborates with brands and artists, including WILDSIDE Yohji Yamamoto, EPT, and The Rolling Stones.

For the Spring/Summer 2025 season, collaborations with VAN and EPT have been announced.

One of the most famous collaborative items would be the collaboration with THE ROLLING STONES.

The model is Lala Takahashi, who grew up influenced by the culture of the 90's and 00's, and is a perfect representation of the world of THE ROLLING STONES.

MASU signature Items

・Baggy Denim:

The MASU BOYS are indispensable when talking about MASU items.

The items in the MASU BOYS line are often in loose-fitting silhouettes and feature relaxed designs, such as wide baggy silhouettes, denim pants with a slightly loose flared silhouette, and Western shirts with a relaxed balance. A wide variety of materials are used in the development of these items.

One of the most popular items named MASU BOYS is baggy denim.

While following the good old vintage elements, they are updated with details and silhouettes that are full of MASU's originality.

This season includes laser-bleached designs with angel wing graphics.

・Popcorn Series:

Next up is the “Popcorn Series.

Although popcorn tops were originally designed for women, MASU's Popcorn Series was born out of a suspicion of such preconceptions.

The unique texture is formed by hand-drawing and heat shape memory process.

It is applied not only to tops but also to jackets and bags, and is truly representative of the brand.

Because of the highly elastic material, it can be worn by a wide range of body types. It is also a genderless item that has been attracting attention in recent years.

・Cake Bag:

And the “cake bag,” newly released this season, is another essential item when talking about MASU.

These cake box-shaped leather bags are so popular that they sold out on the day of release.

Inspired by the experience that many people feel happy when holding a cake box, this bag was born.

The shoulders are made of chain, updated with a studded belt for the spring/summer 2025 season.

We expect this to become a MASU staple item in the future, as it will be released again for the Spring/Summer 2025 season.

About 25SS Collection

The Spring/Summer 2025 collection was MASU's first collection in Paris.

After winning the Grand Prize at the FASHION PRIZE OF TOKYO 2024, MASU presented its collection in Paris with the support of the FASHION PRIZE OF TOKYO.

The theme is “grayish tale”.

The collection, based on the traditional Ivy look, is derived from the Ivy League student style, which originated in the United States in the 1950s and consisted of eight prestigious American universities.

The sporty yet simple style has been established as one fashion style even today, with chinos and navy blue blazers being typical items.

MASU interprets such Ivy League looks from a unique perspective, incorporating typical Ivy designs such as borders, blazers, and argyle checks into modern patterns.

The work coexists with pleats and stain processing to create a unique and original work that is typical of MASU.

One of the most distinctive items is the collaboration item with VAN.

The collaboration with VAN, a brand that has been releasing items incorporating American culture since the 1950s and has spread American traditionalism in Japan, is a handbag that looks like a paper bag.

Some of the surfaces have been processed, creating a design with a MASU-like impact.

The 25SS MASU BOYS will also release a parka and denim set-up.

The simple yet trendy short-length version goes well with the MASU pants released up to now.

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  MASU Masu Boys Baggy Jeans （INDIGO） $‌335.00
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  MASU Masu Boys Feather Baggy Jeans （INDIGO） $‌373.00

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