London’s Mas Menswear have just released their first run of tees, with the rest of their Autumn Winter ‘16 collection landing shortly.
Channelling the angst and frustration of today’s youth, Mas’ debut graphic tees aren't afraid to be heard, with a boxy fit in and earthy tone finished off with the slogan “The kids aren't trying anymore”.
The brand exists to provide a voice and identity for the youth of now, at a time when the possibility of a stable future seems pretty bleak. The important thing about the Mas narrative is how it feels less about being misunderstood and more about documenting the feeling on the streets. With an ear to the ground and an understanding of great clothing, there's something transient and down to earth about the initial Mas collection that I like.
In a bid to articulate themselves and what they see around them, many streetwear upstarts can quite easily come across as a little corny, especially when it comes to messaging and brand direction. It's a difficult thing to do right, but something Mas have taken the time to ensure they’ve nailed. With a firm understanding of their brand and how to convey it to the world from the word go, it’s safe to expect pretty slick output from Mas going forward.
As well as tees, there's also hoodies, handstitched 6-panel caps and lab coats on offer. The latter is a really nice cut and sew touch that show this brand will be moving into more innovative and interesting pieces pretty soon.
Head to the Mas webstore to pick up their debut AW16 offering and be sure to follow them on Instagram to keep up with the brand and hear about new releases.