MSGM Milano

MSGM, under the creative direction of Massimo Giorgetti, was born in Milan in 2009 and embodies a vibrant mix of eye-catching colors, iconic patterns and a bold clash of contrasts. The label lives by the motto “Don't look back, it's all ahead” and produces playful, courageous and colorful interpretations of bygone eras, filled with a sparkling joy of life.

MSGM’s branding goes far beyond apparel; it is the energy that it radiates that makes it unmistakable. The name MSGM, inspired by the indie band MGMT and at the same time an acronym of the initials of Giorgetti's original partners, represents a clear and strong message. The brand mixes influences from the urban and sportswear world with Italian style and an international twist, making it a kaleidoscope of colors, shapes and lines that inevitably attracts the attention of the audience.

Massimo Giorgetti, who grew up in Rimini's beach and club culture, draws extensive inspiration from the current zeitgeist. His creative process harmonizes a variety of influences into a youthful, individual aesthetic where colors and prints explode as a visual interpretation of rhythmic accents and overwhelming beats. Giorgetti's ability to reinterpret the past through a modern, bold and ironic language, as well as to read and predict the future, makes MSGM one of the most celebrated Italian brands on the international stage.

An avid collector and lover of contemporary culture, music and art, Giorgetti constantly encourages new collaborations, working with artists such as Maurizio Cattelan, Pierpaolo Ferrari (Toiletpaper), Nico Vascellari and others. Some of the brand claims, which can also be found on their iconic T-shirts, include: "never look back, it's all ahead" and "leggerezza non è superficialità (lightness is not superficiality).

Today, MSGM collections are available in over 600 multi-brand stores, department stores and e-commerce platforms worldwide, as well as in flagship stores and shops in major international fashion capitals, including Milan, London, Tokyo, Shanghai and Seoul.