Masaya started in graphic prints and heavyweight cotton. Oversized, bold, attitude. That foundation is still here.
But the direction has shifted. This year we've moved toward something more functional. Not performance gear for its own sake. Clothes that work equally in the city and outdoors. Style-led, but built with purpose.
It shows in the products. The slingbag is functional by design — worn as a style piece. The cap reads on a trail and on Södermalm. The tee is still the hero, but the flocking print and vintage wash give it weight that a standard graphic tee doesn't have.
The identity evolved too. The wordmark was redesigned. Bolder, more athletic, forward-leaning. A condensed italic that reads as sports-influenced without losing the Masaya character. Small change, big signal.
Spring 2026 is where that evolution lands. Three products. Refined identity. Clearer direction.
Still erupting.
— Måns
