Masu’s Shinpei Goto decided to do something different for his brand’s fashion presentation – he staged it not for the press and buyers, but for his fans. The event took place on a hot June evening at a warehouse in Tokyo Bay, with only a few editors in attendance alongside over 300 Masu Boys, the devoted fans of the brand. These fans, ranging in age and gender, were decked out in Masu’s signature pieces as they eagerly waited in line outside the venue.
The runway was set with a 200-year-old Yamanashi cedar tree trunk, showcasing the inner workings of Masu’s latest look book shoot. Guests were treated to a behind-the-scenes glimpse of how the collection came together, with the crew dressing models and giving directions over the speakers. Goto wanted to bring his fans into his world, giving them a taste of the creative process behind the brand.
The theme for this season was “in the raw,” a nod to rebelling against the constraints of algorithms and corporate priorities in the fashion industry. Goto wanted to focus on creativity rather than numbers, incorporating intentionally loose threads, frayed edges, and unfinished details into the collection. He encouraged wearers to make their own choices, with labels sewn on both sides of shirts and no “right answer” in how to style the pieces.
Masu’s designs have a unique blend of anachronism, pulling inspiration from different eras and creating something new and exciting. From printing antique jacket linings onto mesh fabric to transforming bombers into gilets adorned with buttons, Goto’s creations are innovative and unexpected. He even introduced jeans and hoodies held together with cable ties, sold deconstructed with assembly instructions – a nod to the simplicity of IKEA furniture.
During the presentation, Goto engaged with the audience, giving out Masu items as raffle prizes and creating a sense of community among like-minded individuals. The event was not just a fashion show, but a true gathering of fans who appreciated the creativity and magic of the Masu brand. It was a show of community that many brands strive for but few achieve.
Overall, Goto’s decision to involve his fans in the fashion presentation was a success, showcasing the brand’s creativity and unique approach to design. The event was a blend of fashion show and behind-the-scenes look at the creative process, giving fans a deeper connection to the brand they love.
