Massimo Giorgetti foundedMSGM in 2009. His designs combine traditional tailoring with contemporary sportswear fabrics, cuts, and finishes, while staying true to his Italian heritage. Using his brand as a vehicle for change and to mirror the youth zeitgeist, Giorgetti has built a cult brand that has found its audience in Gens Z and Millennials. We spoke to Giorgetti, the man behind the cult brand, to find out a little more.
"I take inspiration from so many different things. It can be from someone I meet on the street (I often ask people I don’t know if I can take their picture), or from a movie, a TV series, or an artist’s work. I’m a very curious person and I love to look at a variety of different things. There’s not a specific process…I just follow my instinct and go with the flow!"
Giorgetti's creative process draws extensively from the current zeitgeist.
Having grown up in Rimini in the years of beach and club culture, he is able to mix a variety of inputs and harmonize them into youthful, individual aesthetics. Colors and prints burst in his style as a visual interpretation of rhythmic accents and overwhelming beats.
It is the ability to reinterpret the past through a modern language - bold, ironic but never dull - as well as to read and anticipate the future, that makes MSGM one of the most acclaimed Italian brands on the international scene.
Eager collector and lover of contemporary culture, music and art, Giorgetti constantly fosters new collaborations, teaming up with artists of the likes of Maurizio Cattelan and Pierpaolo Ferrari (Toiletpaper), Nico Vascellari, Massimo Vitali, Norbert Bisky, Todd Bienvenu and Seth Armstrong, or with legendary names such as horror master Dario Argento.
Some of the brand's claims, which also feature on its iconic t-shirts, include: "never look back, it's all ahead" and “leggerezza non è superficialità (lightness is not superficiality).
