Masaya Studios started in streetwear. Graphic prints, heavyweight cotton, oversized fits. That foundation hasn't gone anywhere — but the direction has shifted.
This year the brand has moved toward something more functional. Not performance wear, not technical gear for its own sake — but clothes that belong in both the city and the outdoors. Style-led, but built with purpose. The gorpcore aesthetic sits naturally on top of the streetwear DNA we started with. Same customer, broader wardrobe.
That shift shows up in the products. The slingbag is the clearest signal — functional by design, worn as a style piece. The cap works on a trail and on Södermalm. The tee is still the hero, but the flocking print and vintage wash give it a weight and texture that feels more considered than a standard graphic tee.
The identity evolved too. The wordmark — the text logo — was redesigned to match where the brand is going. Bolder, more athletic, forward-leaning. In a condensed italic form that reads as sports-influenced without losing the Masaya character. A small change that signals a lot.
Spring 2026 is where that evolution lands. Three products, a refined identity, a clearer direction.
— Måns, Masaya Studios