While embracing the spirit of the times, Masu has been committed to exploring an unconventional path alongside Masu Boys without distorting history, infusing their designs with fresh and innovative concepts. Masu’s unique design approach always starts with challenging rigid ideas, urging people to release what they subconsciously hold onto, and incorporating contradictions and combinations consistently. According to Shinpei Goto, history is seen as a treasure trove filled with captivating symbols, with « trad » and « Ivy » styles being among these elements.

The collection presented on Haussmann Boulevard in Paris for Spring/Summer 2025 features modern reinterpretations that directly challenge traditional and Ivy styles. The designer applied his subtle touch to explore the mature ivy style and the garments that represent it. He deconstructed navy blazers, nautical stripes, and argyle patterns, not only breaking stereotypes but also artistically altering silhouettes with smocking and transforming classics with accordion pleats in a seamless manner. This whimsical collection, which discards the abstract notion of style, can be viewed as a fusion of familiarity and creative fashion. Shinpei truly foresees the beginning of a new narrative.

Masu’s collaborations reflect a modern approach, expanding his artistic vision. Since the 1950s, he has integrated American culture into Japanese traditional style, following the footsteps of Kensuke Ishizu, a trailblazing figure in Japanese fashion. In tribute to Ishizu, they honoured him by creating a sweatshirt featuring his portrait, reminiscent of the iconic Beethoven sweatshirt. In addition to a paper bag-style clutch, this has transformed Japanese fashion and set the stage for future innovation. Verdy’s contribution to the 24FW collection includes Masu Boys Club lettering and emblem, accompanied by ivy graphics wrapping around the arm. The memorial pants are adorned with references to Verdy and designer John, who brought them together as friends.

Discover Masu’s Spring/Summer 2025 collection, Grayish Tale, at Crash