The British men’s label Ma.strum takes its first steps on the German market. With its purposeful design and innovative, functional materials, Mastum appeals to German customers who value quality and functionality and appreciate a fashionable touch at the same time.
Ma.strum was originally founded in 2008 in collaboration with the Massimo Osti Archive – an initiative dedicated to the eponymous late fashion designer and ‘clothing engineer’, who is still celebrated today for his innovative and technical approach to clothing. With his original Stone Island brand, which also develops military-inspired clothing, he took the concept of research and development in the fashion industry to a new level.
Although M.astrum has operated independently from the archive since 2011, the designers are still inspired by the shared roots with Stone Island. But the label also finds inspiration outside its own circles: the Italian outerwear label Moncler also serves as inspiration with its similarly technical approach, which is provided with a touch of luxury and lifestyle.
Ma.strum’s SS23 collection offers a range of lightweight outerwear that can be combined with overshirts and polos to create looks that are ideal for the Northern European season change. Pants and shorts are characterized by technical features such as drawstrings, zippers and cargo pockets. While the designs are reminiscent of the Stone Island clothing that has become popular in Germany in recent years, Ma.strum’s looks are characterized by a somewhat more casual and trend-oriented implementation.
Function first: The key to innovative product development
‘Form follows function’ is a well-established principle in architecture and industrial design, where the shapes, lines and properties of an object adapt to its intended use. Ma.strum goes one step further and applies this concept to clothing: product development starts with the purpose of the garment.
Ma.strum relies on research and development: the label continuously explores possibilities with which the cut, material and durability of the garments can be improved. This function-driven development process involves careful elaboration that produces garments that consider both how the wearer interacts with the garment and how the garment can serve the wearer. Ma.strum prefers quality over quantity – the collections are limited to a few but sophisticated designs that offer the wearer aesthetics as well as functionality. The designs are varied and constantly changed from season to season in order to realize their full potential. In terms of colour, Ma.strum sticks to a palette defined by neutral and industrial tones: black, grey, blue and khaki. Occasionally there are splashes of color in the form of orange, turquoise or lime green.
