The British men’s label Ma.strum, founded in 2008, initially emerged from a partnership with the Massimo Osti archive. Specializing in technical, military-inspired apparel, the brand is now independently managed and has been led by CEO John Sharp since 2011. Based in Essex, England, Ma.strum stands out for its unique combination of fashion and function, with an emphasis on textile innovation and practical design. The label’s influences range from athletic to performance clothing to military design elements, with each collection based on an intense exploration of the interaction between wearer and clothing. Above all, the protective function of clothing is reflected.
After announcing an expansion into the German market in spring 2023, Ma.strum is now cooperating with the fashion agency Room Nine. This was founded in 2005 by Torsten Müller and specializes in the sale of luxury sports brands. Room Nine will present the SS24 collection in their 400 square meter showroom in Düsseldorf, a city teeming with up-and-coming fashion labels, and establish contacts with major German retailers.
We are very much looking forward to working with Torsten and his team. Through their experience and their strong contacts to leading retailers throughout Germany, we are convinced that together we can build a solid and profitable business
Form, fashion, function – Ma.strum’s philosophy strikes a chord with German customers
For Ma.strum, the expansion to Germany seems a logical step: the design approach of the label ‘Form, Fashion, Function’ corresponds to the demands of the German customers, who often give higher priority to fabric qualities, technical purposes and functional design than fleeting fashion trends. As such, the SS24 collection features the signature functional outerwear the label is known for, as well as streamlined interpretations of sweaters and sweatshirts, as well as pants and shorts. With a choice of neutral shades such as navy blue, khaki and off-white, Ma.strum matches the German preference for classic colors and meets the demand for timeless design seen as a long-term investment. However, the label also presents models in green, orange, yellow and pink and thus also caters to bolder customers who prefer to experiment with color rather than fit.
Fabric innovations with a wax finish echo an outdoor aesthetic, while zippers, pockets and flaps serve both a visual and functional purpose. The restrained branding also underlines Ma.strum’s characteristic approach and appeals to German customers.
