In this week’s fashion history, we will be taking a look at the history of MSGM. Massimo Giorgetti established MSGM in 2009. While remaining true to his Italian heritage, his designs combine traditional tailoring with contemporary sportswear fabrics, cuts, and finishes.
Giorgetti has built a cult brand that has found an audience in Gen Z and Millennials by using his brand as a vehicle for change and to mirror the youth zeitgeist. We spoke with Giorgetti, the man behind the cult brand, to learn more.
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Giorgetti, an avid collector and lover of contemporary culture, music, and art, is constantly seeking new collaborations, collaborating with artists such as Maurizio Cattelan and Pierpaolo Ferrari (Toiletpaper), Nico Vascellari, Massimo Vitali, Norbert Bisky, Todd Bienvenu, and Seth Armstrong, as well as legends such as horror master Dario Argento.
Some of the brand’s claims, which appear on its iconic t-shirts, include “never look back, everything is ahead” and “leggerezza non è superficialità” (lightness is not superficiality).