Now available at FASCINATE_KYOTO (Kawaramachi), we're excited to introduce select pieces from MASU 's latest MASU BOYS lineup.

MASU is a brand by Japanese designer Shinpei Goto, known for blending vintage-inspired classic styles with modern fashion.

The brand name "MASU" comes from the Japanese polite auxiliary verb “-masu,” symbolizing the idea of carrying lasting value in everyday things into clothing.

Rather than mere nostalgia, MASU aims to create future vintage—pieces that will be loved for years to come.

For example, the SS21 collection focused on relaxed homewear under the theme “Stay Friend,” while the FW24 season features darker romantic elements like bats and stars, showing the brand's ever-evolving charm.

MASU has been gaining global recognition, frequently featured in official releases and fashion media worldwide.

What is MASU BOYS?

“MASU BOYS” doesn’t literally refer to boys, but rather reflects a concept MASU promotes—a message for people who are free and kind like angels, beyond gender or age boundaries.

The line has included signature items like denim, and past releases such as caps have sold out immediately, showing strong support and popularity.

In the 25SS collection, expect even bolder colorways and growing attention.

MASU’s use of the word “BOYS” expresses not age or gender, but a universal sense of softness and openness that reflects the brand’s vision for fashion in a new era.

MASU BOYS T-Shirt Design Features

Vintage Charm Through Sulfur Dyeing & Bio-Wash

The shirt's standout feature is its vintage-inspired fading, achieved through sulfur dyeing followed by bio-wash treatment. While sulfur dyes offer exceptional durability and develop character over time, the additional bio-wash creates a "well-worn" look - resulting in a garment that feels lived-in straight from the rack.

This aging technique represents one of MASU's signature crafts. Artisans manually control localized fading patterns, ensuring subtle variations that collectors cherish.

Relaxed Silhouette & Puff Print Details

The design embraces contemporary "relaxed fit" proportions - generous through the chest and torso with a cropped length. This creates both freedom of movement and sophisticated drape, while the shortened cut prevents bulkiness and pairs perfectly with high-waisted bottoms.

Bold dimensional puff prints on front and back deliver visual and tactile impact. Using heat-expanding ink, these raised elements add playful texture to the minimalist design, creating striking presence even when worn alone.

Minimalist Versatility

Despite its distinctive treatments, restrained coloring and subtle branding ensure seamless integration into diverse outfits. This balance of vintage character and modern wearability epitomizes MASU's design philosophy.

Silhouette Details

Soft Cotton Jersey Fabric

100% cotton jersey offers gentle touch and exceptional breathability. The lightweight construction provides comfort even in humid conditions.

Precise Cropped Proportions

As mentioned, the shirt features a deliberately relaxed fit through the body while maintaining a slightly cropped length. This thoughtful proportion makes it ideal for the now-global streetwear staple of cropped tops paired with wide-leg pants, allowing versatile styling of hip and waistline exposure.

While some may worry about excessive midriff exposure with cropped styles, this design offers a secure fit that maintains coverage during movement. The generous cut also enables easy layering without compromising silhouette integrity - demonstrating MASU's mastery of balancing wearability with design-forward aesthetics.

MASU BOYS Logo & Historical Comparisons

The MASU BOYS line has consistently delivered pieces with strong vintage appeal. This new tee continues the legacy, featuring the iconic MASU BOYS logo in signature puff print - a detail longtime collectors will instantly recognize.

Previous T-shirt releases:

• Vampire T-shirt: Featured a boxy cropped silhouette with bold graphic prints dominating the front panel.

Looking back at these past designs, it's clear MASU consistently experiments with new silhouettes and graphic expressions. Yet they maintain their core identity by continuing signature elements like vintage washes and puff printing - a testament to their brand integrity.

This season's T-shirt particularly emphasizes the cropped silhouette, responding to current trends favoring high-waisted bottoms and the global streetwear movement toward boxy, cropped styles.

Compared to other MASU SS25 T-shirts, this piece offers relatively affordable pricing while featuring lightweight construction perfect for spring/summer - making it an ideal entry point for new customers exploring the brand.

The T-shirt launches in four bold colorways designed to make a statement.

It's the perfect item to elevate typically simple summer outfits.

MASU BOYS Zip-Up Hoodie

Short-Length Silhouette with MASU’s Signature Fit

The standout feature of this hoodie is its slightly cropped length, which gives a clean, elevated silhouette.

It creates a compact look around the waist while adding a subtle modern edge.

The fit also allows room in the body, making it easy to layer over shirts or thin knits.

Its balance of structure and comfort makes it suitable for anything from casual everyday looks to street style.

Vintage-Inspired Wash with Sulfur Dye and Bio-Wash

This hoodie uses a sulfur dyeing method and bio-wash finish to create a worn-in, vintage look.

The intentional fading and softness resemble a piece that’s been loved for years.

Available in black, green, and red, all three colors have a deep tone that suits both formal and casual styling, and are easy to wear across a variety of looks.

Minimal Details with Iconic Accents

The hood is structured to stand naturally, even when not worn up.

MASU’s signature angel icon is embroidered on the chest, adding a gentle highlight to the minimalist design.

Fading, fraying, and minor imperfections are intentionally left in for a unique, one-of-a-kind expression on each piece.

Styling the MASU BOYS Zip-Up Hoodie

Though casual in nature, the refined silhouette and vintage texture make this hoodie extremely versatile.

It pairs well with denim for an everyday look or can be styled with tailored trousers and leather shoes for a more polished, mode-inspired outfit.

It also looks great under oversized outerwear, with the hood adding a stylish accent—especially perfect for fall and winter layering without looking overly casual.

• 
  MASU BOYS Zip-Up Hoodie （Black） ¥41,800
• 
  MASU BOYS Zip-Up Hoodie （Sax） ¥41,800
• 
  MASU BOYS Zip-Up Hoodie （Red） ¥41,800

MASU Boys Emblem Denim Series: A Year-Round Essential

With the launch of the second delivery from MASU’s 25SS collection, the lineup is filled with exciting pieces that make selecting items a joy.

Among them, denim pieces stand out as must-have staples. Today, we introduce the MASU Boys Emblem Denim Series.

We compare two color variations of the Denim Jacket, a piece perfect for warmer seasons. We hope this serves as a helpful reference.

Model 181cm/58kg. Wearing size: Jacket/Size 46, T-shirt/Size 48, Pants/Size 46.

• 
  MASU BOYS Emblem Denim Jacket （Indigo） ¥72,600
• 
  MASU BOYS Emblem Baggy Jeans （Indigo） ¥52,800
• 
  MASU BOYS Emblem Denim Jacket （Black） ¥72,600
• 
  MASU BOYS Emblem Baggy Jeans （Black） ¥52,800
• 
  MASU Vampire T-shirt （WHITE） ¥14,630
• 
  MASU Vampire T-shirt （BLACK） ¥20,900
• 
  GUIDI Classic Derby Shoes Laced Up Single Sole Wide Model （Black） ¥145,200

Denim Series with an Emblem Removal Design

Today's highlight item is the MASU BOYS line tracker jacket available in two colors.

Despite its boxy silhouette, this denim jacket maintains a sleek and refined appearance.

Updated with brand-original details and a distinct silhouette, the front yoke features a design that leaves traces as if an emblem had been removed.

The designer incorporated this detail to symbolize the idea of breaking free from authoritative symbols like medals and emblems.

Crafted with exceptional craftsmanship in Okayama, a region renowned for its denim production, this piece showcases the highest level of quality.

The collection includes both black and indigo versions, with each featuring a subtly faded tone that makes them easy to style.

Choose from the cool, sophisticated black or the bright and fresh indigo, perfect for spring.

Denim Pants with a Signature Baggy Silhouette

Selected denim pants featuring the brand’s signature baggy silhouette.

The design retains the emblem removal effect, matching the jacket, making it suitable for a coordinated set-up style.

While embracing elements of classic vintage aesthetics, the piece has been updated to highlight the brand’s unique character.

The combination of the top and bottom forming an A-line silhouette ensures a cohesive and stylish look.

• 
  MASU BOYS Emblem Denim Jacket （Indigo） ¥72,600
• 
  MASU BOYS Emblem Baggy Jeans （Indigo） ¥52,800
• 
  MASU BOYS Emblem Denim Jacket （Black） ¥72,600
• 
  MASU BOYS Emblem Baggy Jeans （Black） ¥52,800
• 
  MASU Vampire T-shirt （WHITE） ¥14,630
• 
  MASU Vampire T-shirt （BLACK） ¥20,900
• 
  GUIDI Classic Derby Shoes Laced Up Single Sole Wide Model （Black） ¥145,200

In-Store Try-On & Online Ordering Options

Our Kyoto location carries MASU BOYS items, so you can see the materials and try them on in person.

For coordination ideas or sizing guidance, visiting the store allows you to pair pieces in real time.

Inventory changes daily, so we recommend checking availability on our website or calling in advance.

International Shipping

We offer international shipping for customers outside Japan.

Various shipping options are available, and estimates for cost and delivery time can be seen at checkout.

Customs duties and import procedures vary by country, so please check with your local regulations.

If you have any questions, feel free to contact us through the inquiry form.