MASU is honoring the spirit of time with the new Spring-Summer 2025 Collection “greyish tale”. The way that things can grow familiar with the years passing by without us even realizing it – just like Ivy creeping all over walls and houses.

The things that we take for granted are usually something that signifies comfort and satisfaction while also seemingly being considered as ordinary. These things beautifully resonate with the changes of eras and generations. But occasionally, rigid concepts or styles, though rarely, may cause unexpected friction in people’s hearts. Shinpei Goto, the designer of MASU, considers history as a legacy filled with enchanting codes, elements of time that he celebrates are “trad” and “Ivy” styles. 

While embracing the spirit of the times, MASU has continued to explore a radical path alongside MASU BOYS without distorting history, infusing their designs with novel ideas. MASU’s extraordinary design approach always begins with questioning rigid thoughts, encouraging “people to let go of what they unconsciously cling to”, and integrating contradictions and combinations repeatedly. 

With the imagination that different stories can be woven out of questions, the Spring-Summer 2025 collection of Masu was presented on Haussmann Boulevard in Paris. With his usual light touch, the designer symbolized Ivy with the items and outfits. He unraveled navy blazers, marine stripes, and argyle patterns, not only slicing through clichés but also technically transforming forms with smocking and deforming classics with accordion pleats, liberating concepts effortlessly. This playful collection, shedding the abstraction of style, can be seen as a meeting of familiarity and artistic dressing. Shinpei truly envisions the beginning of a tale. 

“While the conventional pattern exists and mavericks of the era, who face criticism, emerge, it sparks enthusiasm. Then it eventually becomes mainstream and classic. Japanese fashion has been cultivated in this manner, but I don’t want to passively accept this environment. Without any hesitation, in a Japan that is becoming increasingly classic, I want to continue to speak through the power of MASU BOYS, connecting the grayish attitude to the future of fashion”. 

But this grayish tale can not yet come to an end, because as long as MASU BOYS exist, it’s too early to conclude the Ivy story with ‘Happily ever after’.