MASU, the up-and-coming brand created by Shinpei Goto, who officially launched his career as a designer with the Fall/Winter 2018 collection, will make its debut at Isetan Shinjuku Store, Men's Building 2F = Men's Creators. The promotion, which will be held from Wednesday, August 19th, will feature a full lineup of the new Fall/Winter 2020 collection.


Born in 1992, young designer Shinpei Goto graduated from Bunka Fashion College in 2014. After working in planning and production for domestic brands, he became the designer for this brand. The brand name "MASU" is derived from the polite form of "masu."

With the concept of redefining everyday clothing to create new menswear, the brand produces meticulous and thorough creations, just like its name suggests. The name also carries the meaning of "MASS PRODUCTION," reflecting the desire for <MASU> clothing to reach as many people as possible while maintaining the craftsmanship of one-of-a-kind pieces.


The Fall/Winter 2020 collection, themed "Neo Primitive," constructs clothing by understanding and extracting elements of primitive aesthetic beauty, creativity, and unexpectedness, using the ideas and technologies that humanity has cultivated over the years. The collection explores the relationship between artificial objects and nature, while showcasing a primitive way of being for modern people.


This promotion showcases the extensive lineup of the 2020 Autumn/Winter collection. Of particular note are the limited-edition shirts and store-exclusive pouches made exclusively for Isetan Shinjuku.

Based on used shirts from the 1960s and 70s, this custom-made shirt has been remade in a Western style with embroidery and pockets, and features the brand's signature zipper design, allowing you to enjoy two different looks: as a shirt or a blouson.

Furthermore, the pouch, with its pocket-like shape, boasts a striking marble pattern design that graphically reflects geological strata. It features a meticulously crafted design, using only vintage "TALON ZIP" zippers.