MASU is a Tokyo-based contemporary menswear fashion label established in 2017.
The name MASU is derived from the Japanese verb ending in ‘~masu,’ used in polite expressions. In the same way that ‘~masu’ is used in daily life but never loses its value, MASU aims to maintain the same polite attitude over time, just as it is written.
The brand’s creative director, Shinpei Goto, draws inspiration for his collections from contemporary thoughts, philosophies, historical moments, and exciting ideas in vintage clothing. Goto advocates for ‘making clothes that can be vintage for someone, loved beyond the times.’
He designs collections with sincere respect for historical clothing styles whose stories and symbols stem from their materials.
MASU Spring 2027 has a meaningful denim story, and it is particularly relevant to the broader Spring 2027 shift toward more expressive, embellished and vintage-influenced denim.
Embellished or bejewelled denim is the big story here. The jeans are not basic blue jeans. MASU applies its recognizable crystal/diamanté treatment, giving denim a highly decorative, almost jewelry-like quality.
This is an important development from the distressed-denim conversation we’ve been tracking: decoration is replacing destruction as a way of making jeans special.
The fit of the jeans is very personal and vintage inspired. Rather than chasing an extreme runway silhouette, Goto based the jean shape on a pair he personally wears. That gives the jeans a familiar vintage/straight-to-relaxed proportion, while the embellishment makes them contemporary.
MASU clothing is available to shop for at FARFETCH.
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