MASU Fall/Winter 2026

At Tokyo’s December debut, a thousand MASU Boys gathered not for spectacle, but for communion. The Fall/Winter 2026 collection, titled Sugar Riot, reimagined rebellion through tenderness, turning softness into a form of resistance. Designer Masayuki Ino invited the audience to share space with him, dissolving the hierarchy between creator and crowd. It was a statement about belonging, about what fashion might mean when it is no longer dictated from above, but lived and felt from within.

Fashion, the collection argues, has long drifted away from freedom. Denim, once worn by workers, became a symbol of leisure. Argyle, velvet, and tweed turned into quiet codes of class and control. MASU’s Sugar Riot takes those symbols apart. An argyle sweater is left unfinished at the hem, making absence its message. Velvet, stripped of its polished privilege, gleams with a raw humanity. A floral suit mutates into a spiky blouson; a tracksuit erupts with a cascade of buttons. Each piece blurs the boundaries between formal and casual, masculine and feminine, rebellion and grace.

The collection’s textures carry emotion as much as meaning. Cropped denim embroidered with faded preppy motifs feels like memory worn into fabric. Herringbone tweed glows with clover-shaped buttons in pastel tones, while puff quilting, gingham, and moody velvet merge into a tapestry of nostalgia. Accessories continue the conversation quietly: the sword chain, once a symbol of conflict, becomes a talisman of peace; soft leather bags cradle personal relics like love letters or comics. Even the names — the Truffle and Whip bags — sound like poems, whispering indulgence without arrogance.

Sugar Riot is not about shouting for change, but about making gentleness revolutionary. It is a love letter to imperfection and a reminder that clothing can still hold meaning beyond algorithms and trends. In a world obsessed with volume, MASU dares to speak softly — and somehow, that makes it sound louder than ever.