Masu's 'Sweet Riot' Fall 2026 Menswear Collection Redefines Fashion Norms

Shinpei Goto, the visionary behind Masu, is actively subverting the conventional fashion system, advocating for an inclusive approach to style. He believes that fashion should be a source of universal enjoyment, rather than being dictated by the elite brands of Paris Fashion Week. Goto's brand distinguishes itself by fostering direct interaction with its community, creating a unique space for its followers, known as Masu Boys, to experience fashion firsthand, exemplified by innovative events such as the 'Masuboysland' archive sale and collection preview.

Goto's defiance of the fashion industry's established hierarchy is not merely rhetorical. Instead of adhering to traditional runway presentations or simply releasing lookbooks, he has consistently invested in immersive live experiences for his brand's ardent supporters over the past few seasons. The recent 'Masuboysland' event, reminiscent of a fantastical theme park, was an archive sale held in Tokyo that also offered an exclusive glimpse into his upcoming Fall 2026 collection. This event achieved remarkable success, drawing 1,000 paying attendees—a testament to its broad appeal and a feat few emerging brands could replicate.

Goto possesses a distinct talent for distilling the grandeur and romanticism of bygone menswear aesthetics, seamlessly weaving them into contemporary streetwear. His designs are characterized by an anachronistic gender fluidity. For his latest collection, he delved into a rich tapestry of historical sartorial codes, reinterpreting elements such as the sophisticated argyle patterns of country clubs, the rugged denim associated with manual labor, and the elaborate ruffed collars of aristocratic attire. These diverse influences were then transformed into an eclectic assortment of pieces that maintained a modern silhouette while embracing a baroque richness in their construction.

The collection featured pistachio-hued argyle cardigans with deliberately distressed, moth-eaten hems, tailored jeans meticulously patched with velvet or distinguished by pressed creases, and quilted gingham jackets adorned with prominent ruffs at the neckline. A notable collaboration with Puma resulted in a track jacket embellished with an abundance of buttons, evoking a distinct Victorian sensibility. Goto emphasized his profound inspiration drawn from the meticulous craftsmanship of historical garments, whether they were aristocratic or utilitarian workwear, stating, "Old clothes, whether aristocratic or workwear, were all made meticulously, and I'm incredibly inspired by that."

He aptly named the collection 'Sweet Riot,' explaining its essence: "It's a riot, but in the Masu style, so it's still sweet and gentle." This philosophy clearly resonates with his dedicated community of fashion-conscious followers, who readily embrace the brand's unique blend of rebellious spirit and gentle charm. The enthusiastic reception from his well-dressed fan base underscores the collection's success in embodying a spirit of quiet rebellion within the fashion landscape.